Insta-Politicos: Motivations for Following Political Leaders on Instagram

Abstract

This study expands uses and gratifications research into the area of political Instagram use. A survey shows the motives for following political leaders on the social media platform and how followers’ motives are associated with their demographics and political attitudes. Findings indicate that information/guidance motives are the most important for following political leaders on Instagram, with social utility being the next highest motive. Also, males use Instagram more for social utility purposes than females, and having an entertainment motive is related to being young. The results also provide insight into how the politically active can be more influential on Instagram.