"Ur a freakin goddess!": Examining Appearance Commentary on Instagram.

Frequent use of highly visual online platforms such as Instagram may be linked to greater body image concerns. One prominent feature of Instagram is the ability to receive feedback in the form of likes and comments. The goal of this cross-sectional study (conducted in laboratory and online) was to examine college students' receipt of appearance commentary on their most recent Instagram posts, and how this relates to their self-reported body image concerns. The Instagram commentary that 337 students ( =20.39) received on their posts was observationally coded for positivity and negativity. Receiving positive appearance commentary was common and linked to greater appearance-related social media consciousness, and, weakly, to body surveillance. There were no associations with self-objectification, appearance-contingent self-worth, facial satisfaction, and body dissatisfaction. Negative appearance commentary was not associated with body image concerns. Photos depicting only the self were especially likely to elicit positive appearance commentary. Females received more positive appearance commentary compared to males, whereas males received more negative appearance commentary. Future research should examine long-term effects of receiving appearance comments via Instagram.