The study, led by Dr Eleanor Kilroy, from Loughborough University, found that girls often spend time planning and staging photos – only to decide they are not good enough to share.
Instead of posting regularly, many described themselves as “always online but not posting”.
The research introduces the idea of ‘expressive stasis’ – a moment where users want to post but stop themselves because the image does not meet their standards.
Dr Kilroy said: “For many girls, Instagram is not a space of free self-expression but a high-pressure performance shaped by classed expectations of what is worthy of being seen. If the image falls short of perfection, it simply is not posted online.”
Working with 17 and 18-year-old girls in Liverpool, the study found that:
- Girls feel they must look flawless, with the right outfit, makeup and background
- Social media creates pressure to present a glamorous lifestyle
- Fear of judgement, comparison and low engagement stops many from posting
- Even when they know images are edited or unrealistic, the pressure remains
- Many experience anxiety and overthinking linked to how they look online
Rather than casually sharing everyday life, participants said posting required careful planning, often linked to nights out or special occasions where they felt they looked their best.
The findings also highlight how social class shapes this experience. Girls described needing “Instagram-worthy” settings – such as stylish venues or attractive backdrops – to feel confident posting, making everyday environments feel unsuitable.
However, the research also points to a positive way forward.
Through group discussions and creative workshops, participants were able to share their experiences openly, revealing how common these feelings are.
The girls listed things they felt they needed before posting, including being slimmer, prettier, more confident and caring less about others’ opinions, revealing how many feel they must improve themselves before sharing photos with others.
However, the study showed that the activities helped them reflect on the pressures they faced and allowed them to care less about perfection and online approval.
Dr Kilroy said: “This research highlights a generation of girls who are always online but increasingly hesitant to be seen.
“However, when these experiences are explored collectively, moments of shared reflection can enable new possibilities to resist and rethink these pressures.”
The full paper, Staging the perfect on Instagram: Expressive stasis, class and the embodied politics of performance, has been published in the European Journal of Cultural Studies.
ENDS