I. Framing the Research

Objective

This research aims to explore how Reels, one of Instagram’s most engaging features, influences user behavior, emotional well-being, and decision-making. It examines the ethical implications of Instagram’s design choices, particularly how the algorithm’s personalization impacts mental health and emotional states.

A secondary objective of this study is to investigate the effects of Reels from a neuroscience perspective, delving into how short-form content rewires the brain's natural functioning and influences its reward system. By combining behavioral insights with neuroscience, the research provides a comprehensive understanding of Reels' impact on users’ daily lives.

Target Audience

The research focuses on Instagram users in India, aged 18-36, who constitute approximately 80% of the platform's user base in the country and are among the most active demographic. This group uses Instagram daily, often exceeding the average usage time. 

Audience Survey

The study is informed by a detailed survey conducted by us among this age group, examining how Reels impact emotions, decision-making, and mental health. The survey findings provide valuable insights into users' interactions with personalized content and their engagement patterns over time.

Key Research Questions:

1. How do Instagram Reels affect decision-making and emotions across different user groups?

2. What role does emotional content play in shaping user behavior and interactions with Instagram?

3. How does Instagram’s algorithm personalize content, and how does that affect user psychology and mental well-being?

4. How does sending personalized Instagram Reels influence the emotions and decision-making of recipients, and what psychological and social mechanisms are at play in this process?

II. Behavioral Influence and Emotional Impact

Instagram’s Algorithm: Instagram's algorithm operates as an intricate feedback loop designed to maximize engagement by analyzing every aspect of user behavior. Every tap, scroll, like, share, or comment is meticulously tracked, enabling the algorithm to create a highly personalized feed. This feed evolves continuously, shaped by the user’s interactions, preferences, and emotional patterns. While this personalization enhances user engagement, it raises significant concerns about its impact on emotional well-being.

Emotional Personalization and Feedback Loop

The algorithm’s ability to detect and respond to subtle emotional cues is one of its most profound—and concerning—capabilities. Content that is humorous, positive, or inspirational can boost mood by triggering the release of endorphins and dopamine. For instance, short, uplifting Reels may evoke laughter or provide a temporary boost to one's emotional state. Conversely, if a user interacts with content that evokes sadness, anger, or anxiety—such as videos about heartbreak, loss, or personal struggles—the algorithm adjusts by serving more similar content, leading users to experience emotional fatigue, irritability, and even anxiety, especially if they are using Instagram to escape negative feelings. This unaddressed escapism can contribute to a worsening of emotional states, reinforcing feelings of sadness or anxiety over time. 

Survey Insights

A survey conducted as part of this research underscores the algorithm's emotional influence:

• 66% of users acknowledged that their mood is influenced by Instagram Reels.

• 39% of users reported a significant impact on their mood, with many attributing changes in emotional states—both positive and negative—to the content served by Instagram’s algorithm.

• 60% of users believe that sharing their emotions on messages leads to similar content appearing on their feeds.

Additionally, as users continuously scroll through emotionally charged Reels without moderation, their emotional regulation becomes increasingly compromised. This constant overstimulation leads to mental fatigue, affecting their ability to engage with other tasks and relationships. As a result, they may seek comfort and validation on Instagram, inadvertently feeding into the cycle of negative emotions that initially caused the distress.

Eventually, Instagram’s personalization feature results in a feedback loop that intensifies the user's emotional state. This “feedback loop” is rooted in the algorithm’s goal of maximizing engagement, as emotionally charged content often leads to longer viewing times and higher interaction rates.

Real-Life Examples of Feedback Loops

Reinforcement of Negative Moods

Aarti is a 28-year-old woman who has recently gone through a difficult breakup. She’s feeling emotionally vulnerable and is struggling to navigate her feelings of sadness and loneliness. Seeking comfort, Aarti spends more time on Instagram, scrolling through Reels to distract herself from the pain.

After watching a Reel about breakups and heartbreak, Instagram’s algorithm takes note of her emotional reaction. The next time she opens the app, her feed is filled with videos, quotes, and personal stories about heartbreak and the emotional toll of breakups. As Aarti continues to watch these videos and engage with this type of content, the algorithm learns to serve her more content related to sadness and loneliness. This constant exposure creates a feedback loop of negative emotions, making it difficult for Aarti to shift her mindset or find solace in more positive, uplifting content.

The algorithm unintentionally keeps Aarti stuck in a cycle of sadness, amplifying her feelings of despair and loneliness. The content she consumes reinforces her heartbreak, and the more she engages with it, the deeper she sinks into negative emotional patterns. Over time, this emotional reinforcement makes it harder for Aarti to regain a sense of balance, as her Instagram feed continuously evokes emotions that reflect her grief.

Amplification of Anger or Division

Rohit is a 35-year-old man who is deeply engaged in political discussions and often seeks out content related to social and political issues. He has strong opinions about current events and enjoys following debates on controversial topics. Recently, he watched a politically charged video that sparked anger and frustration about a certain political stance. Rohit found the video compelling, so he watched it twice to reinforce his views and even shared it with his friends to initiate a discussion.

After sharing the video, Rohit and his friends had a disagreement, as they held opposing views on the issue. Despite their differing opinions, Rohit continued to argue passionately, feeling validated in his stance. This validation was further amplified as the algorithm began serving him similar videos that aligned with his perspective. His feed became flooded with content that echoed his views, making him feel even more certain that he was right.

As Rohit interacted with this content, the algorithm continued to prioritize videos that resonated with his emotions, reinforcing his anger and frustration. Each new piece of content acted as further validation for his beliefs, creating a feedback loop that intensified his feelings. The constant exposure to divisive and politically charged material formed an echo chamber effect, reinforcing his viewpoint and making him feel more entrenched in his anger and division.

Over time, this cycle of emotional reinforcement led Rohit to become more impulsive in his responses, engaging in heated debates with both his friends and others who held opposing views. His interactions became more polarized, as he increasingly relied on the validation he was receiving from the algorithm, making it harder for him to entertain differing opinions. This amplification of negative emotions caused by the constant exposure to anger-provoking content contributed to Rohit’s emotional fatigue. His interactions with others, particularly those who disagreed with him, became more strained and disconnected. As his emotional state intensified, his ability to make balanced decisions and engage in thoughtful dialogue diminished, leaving him feeling more irritable, isolated, and disconnected from diverse perspectives.

III. Impact on Decision Making

Instagram Reels not only shape consumer behavior but also have a profound influence on crucial decisions, such as political affiliations. During election periods, the platform becomes a powerful tool for both brands and influencers, who may post content aligning with certain political parties or ideologies. When users see their favorite creators or public personalities endorsing a specific political stance or party, it can heavily sway their opinions, especially if these figures are trusted or admired. This creates a form of social influence where users may subconsciously align their views with those promoted by their influencers, potentially affecting their voting decisions.

The influence of such endorsements can be amplified by the aspirational nature of Instagram Reels, which often present idealized lifestyles and political perspectives. Users may experience a sense of “social pressure” or a feeling of needing to conform to the views and ideologies endorsed by those they follow. This emotional influence can shape a user’s voting decision—one of the most important life choices—potentially leading them to vote in alignment with the views of their favorite personalities, without fully considering alternative viewpoints. Propaganda can easily be spread through Reels, especially during election seasons, creating a filter bubble that restricts access to diverse political opinions and further reinforces existing biases.

Additionally, a study published in the journal Social Media and Democracy examined how social media platforms with political agendas can manipulate voting outcomes. The research suggests that such platforms can undermine democratic processes by providing biased information, thereby affecting election results.

Financial Impact of Instagram Reels on Users:

Beyond political decisions, Instagram Reels also have a significant impact on users’ financial choices. The platform’s algorithm promotes content that reflects users' interests, and this often includes videos showcasing lifestyle trends, beauty products, fitness regimes, and wellness routines. As users watch influencers and creators endorsing specific products or services, they are often influenced to make purchases, sometimes impulsively, based on the aspirational lifestyle presented in these Reels.

This influence can drive users to invest in products or services they might not have otherwise considered, shaping their financial decisions in subtle but impactful ways. For example, a Reels video promoting the latest tech gadgets, fitness equipment, or beauty products can spark immediate interest, leading users to purchase items that align with the lifestyles they aspire to. Additionally, the platform can create a sense of "FOMO" (Fear of Missing Out), motivating users to buy products or experiences simply because they feel they will be left out of a trend or social circle if they don't.

While this may lead to positive experiences for some, for others, these impulsive financial decisions can negatively impact their savings, leading to unnecessary purchases. The constant exposure to idealized content can make it difficult for users to separate their desires from their actual needs, encouraging them to spend beyond their means. In this way, Instagram Reels not only influence emotional and social decisions but also play a significant role in shaping users' financial behaviors.

IV. Neuroscience Perspective on Instagram Reels and Emotional Influence

At the core of Instagram Reels' captivating nature lies the brain's reward system, driven by dopamine. Dopamine is a neurotransmitter central to feelings of pleasure, motivation, and reinforcement. When users encounter enjoyable or novel content, dopamine is released, creating a sense of satisfaction. The brief, engaging nature of Reels amplifies this effect by providing constant stimuli, triggering dopaminergic activity in brain regions like the nucleus accumbens and the ventral tegmental area (VTA). This process establishes a dopamine feedback loop, where the brain craves repeated interactions to achieve similar pleasurable experiences.

Reels leverage the principle of intermittent reinforcement, a psychological concept often compared to slot machines. Unlike predictable rewards, intermittent rewards are sporadic and uncertain, heightening their appeal. This unpredictability activates the brain's reward system even more intensely, as the brain anticipates the next "hit" of pleasurable content.

Functional MRI studies reveal heightened activity in the nucleus accumbens and the VTA during interactions with social media. These regions are responsible for encoding reward signals and reinforcing behaviors, making Reels especially addictive. The continuous allure of "what’s next?" keeps users scrolling, often longer than intended.

Emotional Effects of Instagram Reels

Engaging with lighthearted, inspirational, or relatable videos triggers the release of endorphins, neurochemicals that reduce stress and promote happiness. These effects make users feel happier and more relaxed, especially when content aligns with their preferences.

The constant influx of short, high-stimulation videos can overwhelm the brain’s capacity to regulate emotions. Prolonged exposure leads to emotional fatigue, where users feel drained and irritable. The brain’s regulatory systems, particularly the prefrontal cortex, struggle to process and manage the volume of incoming stimuli effectively.

For some, social media becomes a coping mechanism to escape negative emotions. This behavior activates the reward system temporarily, providing relief but failing to address the underlying issues. Over time, this reliance can lead to dependency, as the brain increasingly associates scrolling with emotional relief, creating a cycle where users feel compelled to return to the platform to manage their mood.

Social Comparison and Its Neurological Basis

Reels often showcase idealized portrayals of life, fostering upward social comparison: the act of comparing oneself to seemingly superior others. This comparison activates the anterior cingulate cortex (ACC) and the insular cortex, which are responsible for self-awareness and emotional evaluation.

For some, aspirational content activates motivational pathways, encouraging goal-setting and creativity. While for others, it induces feelings of inadequacy or jealousy. These emotions are especially pronounced in individuals with vulnerabilities like low self-esteem or pre-existing mental health challenges. The persistent activation of the ACC during negative comparisons can reinforce feelings of diminished self-worth.

Cognitive Effects of Reels Consumption

Reels are designed to capture attention quickly, catering to the brain's preference for novelty. However, consuming a rapid succession of diverse content increases cognitive load, taxing the brain's processing capacity. Over time, this reduces activity in the prefrontal cortex, the brain region responsible for sustained focus, decision-making, and impulse control.

Recent research indicates a notable decline in human attention spans over the past two decades. A study by Alis Behavioral Health reports that the average human attention span has decreased from 12 seconds in 2000 to just 8 seconds in 2020. Additionally, according to Alis Behavioral Health, “the attention span of a goldfish is 9 seconds, which is one second longer than the average human attention span.”

The Default Mode Network (DMN), active during rest and introspection, is integral to creativity and self-reflection. Continuous scrolling disrupts the DMN, as the brain remains in a constant state of engagement. This interference diminishes problem-solving abilities, creative thinking, and the capacity for deep thought, leaving users mentally fatigued after extended usage.

From a neuroscience standpoint, Instagram Reels effectively engage the brain’s reward and emotional systems, offering moments of joy and inspiration. However, the underlying mechanisms—intermittent reinforcement, cognitive overstimulation, and dependency formation—can also lead to emotional fatigue, attention deficits, and reliance on the platform for emotional regulation.

V. Impact on National Happiness Index:

An alarming insight that has emerged is the potential impact of Instagram Reels on national happiness, particularly in countries like India, where social, economic, and mental health challenges are prevalent. According to the World Happiness Report, India ranks low on global happiness indices, plagued by stress, societal pressure, and mental health issues. As Instagram Reels continues to dominate digital consumption, it’s crucial to examine how emotionally charged content is influencing the emotional well-being of the population.

A survey I conducted among Instagram users revealed that 50% of participants admitted to regularly consuming content that evokes sad emotions, while 10% reported that they may unknowingly encounter such content. This is especially concerning considering that India’s national happiness index is already struggling. 

Sad Reels and Emotional Well-Being

The increasing volume of emotionally intense content on Instagram can trigger negative emotional responses, potentially diminishing overall well-being. In India, where mental health issues like anxiety and depression are becoming more widespread, Instagram Reels could inadvertently exacerbate these challenges, contributing to the emotional distress of an entire generation.

The survey reveals that 50% of users engage with sad content, while 10% are uncertain about their exposure. By curating content based on emotional patterns, the platform potentially hinders users from experiencing positive emotions, thereby reinforcing a cycle of negativity.

The cyclical reinforcement traps users in a feedback loop where their engagement with negative content perpetuates its prevalence, further deepening emotional distress. Over time, this creates a fertile ground for the amplification of anxiety, depression, and other mental health challenges. The insidious nature of this cycle lies in its subtlety—users may not even realize the extent to which their emotional states are being manipulated and exacerbated by the platform.

In extreme cases, the compounded effects of sadness, isolation, and comparison could lead to more severe mental health consequences, including self-harm or suicidal ideation. This highlights an urgent need for collective action—both at the individual and societal levels—to mitigate the negative psychological impacts of algorithm-driven content consumption. Without such intervention, the emotional cost of platforms like Instagram could outweigh their social benefits, leaving users trapped in a digital landscape that prioritizes engagement over well-being.

VII. Instagram Reel Sharing and Emotional Hijacking

Instagram's algorithm is highly responsive to user behavior, making it vulnerable to intentional manipulation. This means that by strategically sharing specific types of Reels, someone can influence another user’s feed and, consequently, their emotional state.

A survey I conducted reveals that 40% of users reported that Reels shared by others have influenced the content on their feed. For instance:

• Someone who rarely watches sad content might notice an influx of emotional or melancholic Reels after interacting with a few shared by others.

• Users often blame their friends for "ruining" their feed by sending emotionally charged Reels, as the algorithm responds so quickly to this shared content.

Step-by-Step Process of Manipulating Someone’s Instagram Feed

Initiating the Cycle: Sending Curated Reels

The manipulator begins by sharing a series of Reels targeted toward a specific emotion (e.g., sadness, anger, or excitement). When the recipient watches these Reels, the Instagram algorithm registers their engagement (watch time, replays, likes, or comments). Even passive actions like rewatching the Reel or slowing down on it signal interest to the algorithm.

The manipulator repeats the process over the next few days, sending more Reels aligned with the chosen emotion. They ensure at least one or two Reels in their batch directly target the desired emotional tone (e.g., a heartbreaking story or a political outrage clip).

Each interaction further strengthens the algorithm’s understanding of the recipient’s preferences. Over time, Instagram starts prioritizing similar content in the recipient’s feed, amplifying the targeted emotion.

Hijacking the Feed: Algorithm Picks Up the Pattern

By this point, the recipient’s feed begins to shift, showing more content related to the shared Reels. Their feed now features videos with emotional music, breakup quotes, and tear-jerking narratives.

Instagram’s algorithm doesn’t differentiate between organic preferences and content influenced by external factors. It simply registers repeated interactions and curates content accordingly, turning the recipient’s feed into an echo chamber of the targeted emotion.

Amplifying the Emotional Impact: The Feedback Loop

As the recipient interacts with their increasingly curated feed, the manipulator continues sending similar Reels, ensuring the loop remains active. The recipient, unknowingly, starts consuming more of this content, reinforcing the algorithm's perception that this is their preferred type of content. The algorithm becomes more aggressive in serving similar content as it "learns" that the user engages heavily with these themes. This creates a self-perpetuating cycle that intensifies the emotional tone of the feed.

Why Does It Work?

Instagram’s algorithm is fine-tuned to detect even subtle changes in user behavior. A few interactions with targeted Reels are enough to shift its content curation logic. Emotionally charged content (sad, happy, or angry) naturally garners more engagement, making it algorithmically prioritized. This intensifies the targeted emotion over time.

Once the feed becomes saturated with similar content, it creates a “confirmation bias.” The recipient sees only one perspective or emotional tone, making it harder to break free from the cycle. Receiving Reels from someone close adds credibility and trust, making the recipient more likely to engage with the content, even if it’s not their typical preference.

VII. UX Recommendations

1. Reels Incognito Mode

• Concept: Introduce a “Reels Incognito Mode,” where users can watch Reels without influencing their personalized feed. In this mode, the algorithm would not track the content they engage with, ensuring that their interactions with Reels do not affect future content recommendations or emotional state tracking.

• Benefit: This would allow users to explore content freely, without worrying about triggering emotional feedback loops or altering their feed. It would be particularly useful for users who want to watch content for a temporary escape without it affecting their algorithmic suggestions or emotional patterns.

2. Emotion-Responsive Feed Customization

• Concept: Allow users to set emotional preferences in their feed. For example, they can choose to receive a mix of uplifting, educational, or light-hearted content, or even opt for content that encourages positive conversations or self-care.

• Benefit: This would help users moderate the type of emotional content they engage with, minimizing the risks of negative emotions being reinforced.

3. Reset Your Instagram Feed

• Concept: Introduce a "Reset Feed" feature that allows users to clear the emotional patterns associated with their content consumption. For example, if a user feels that their feed is overly saturated with sad or negative content, they could reset their feed to neutral, and the algorithm would stop promoting that type of content for a while.

• Benefit: It gives users a tool to re-establish a positive feed and break free from harmful feedback loops.

4. Mindfulness and Emotional Health Reminders

• Concept: Incorporate gentle reminders or prompts during long sessions of scrolling, suggesting mindfulness practices or encouraging breaks. For instance, after 30 minutes of continuous scrolling, Instagram could send a pop-up message prompting users to take a moment to reflect or engage in a mindfulness exercise. Alternatively, introduce a feature that limits the exposure time to certain types of content, especially if the content is known to provoke certain emotions.

• Benefit: These nudges would encourage healthier usage patterns and reduce the risks of emotional fatigue and negative impact on mental health.

5. Emotion-Based Feedback Loop Detection

• Concept: Introduce a system where users can be notified when the algorithm detects an emotional feedback loop based on their interactions. For example, if a user is repeatedly watching sad videos or engaging with divisive content, Instagram could gently alert the user and suggest alternative content or activities to restore balance.

• Benefit: This would empower users to become more aware of how their emotional responses shape their feeds and encourage more balanced content consumption.

VIII. Conclusion

In conclusion, Instagram Reels significantly impact decision-making and emotions across various user groups, with its algorithm shaping not only content consumption but also emotional responses. The research findings indicate that Instagram Reels influence decision-making by curating content that aligns with users' personal beliefs, desires, and social comparisons. This, in turn, affects the emotions of users by creating a feedback loop of positive and negative feelings that can influence both short-term and long-term decisions. The role of emotional content in shaping user behavior has been evident, as the algorithm surfaces content that triggers intense emotional responses, which in turn influences user engagement and interaction with the platform.

Additionally, Instagram's algorithm personalizes content in ways that profoundly affect user psychology and mental well-being. As users are exposed to content tailored to their preferences, the emotional and cognitive consequences can lead to mental fatigue, stress, and psychological strain, particularly for younger audiences. Personalized Instagram Reels, when sent to recipients, evoke strong emotional reactions, subtly influencing their decision-making through social and psychological mechanisms like social comparison and FOMO (Fear of Missing Out). The interplay of these factors ultimately shapes how users engage with the platform, highlighting the need for a more nuanced understanding of the psychological impact of personalized, emotionally charged content on both individuals and society.