MADRID, 27 (Portaltic/EP)
Two out of three photos shared on Instagram are of single people, according to ‘Al Otro Lado del Selfie’, a study promoted by Mahou, which has carried out an identification analysis through Artificial Intelligence (AI) among more than 50,000 images published on this social network with the ‘hashtags’ of the most popular cities and places in Spain.
The research, which evaluates both the number of people who appear in the photographs and their gestures, has detected that in this social network there are more images of people alone than in company, specifically 70 percent corresponds to individual selfies or people alone and only 30 percent to group images.
In the same way, the study shows that people are happier when they are accompanied and smile more in photos with people than in those that appear alone. For this reason, Mahou, faithful to its commitment to quality meetings, has launched an initiative selecting one hundred photos published by its followers during the last year and challenging them to take them again recreating the same image, but surrounded by the people with whom they were at that time and it did not appear in the snapshot.
An experiment that has been captured by the cameras and that can be seen in ‘Al Otro Lado del Selfie’, a documentary piece that has been launched on the brand’s social networks and that aims to show the reality of Instagram through user reflections real.
IN IBIZA MORE SELFIES AND IN SEVILLA MORE GROUP PHOTOS
The analysis also classifies the snapshots posted on Instagram by the location where they were taken. According to this study, Ibiza is the place in our country where the highest proportion of selfies have been published (75 percent), followed by Valencia (74 percent) and Mallorca (73 percent). In contrast, on the podium of the places that have the most group snapshots are the cities of Seville (37 percent), Bilbao (32 percent) and Madrid (31 percent).
“Sharing experiences with ours is what makes us Spaniards happier, since 40 percent of the analyzed group images show smiles compared to those of people alone, where only 29 percent of faces are seen smiling, “adds the report. Regarding its geographical location, the number of smiles in snapshots is higher in Mallorca (35 percent), Catalonia (35 percent) and the Basque Country (34 percent).
‘On the other side of the selfie’ points out that the photos that are published on Instagram in groups have an average of ‘likes’ slightly higher than the individual or selfies. In addition, the situations that make us Spaniards the happiest are vacations -59 percent of the images with this ‘hashtag’ present smiles-, nightlife (58 percent) and going to bars and restaurants (53 percent). ).
THE INFLUENCERS, A PATTERN OF CONDUCT
The analysis focuses on the ‘influencers’ and their behavior on Instagram. Specifically, the last hundred posts of the 20 most influential ‘lifestyle’ profiles in Spain were analyzed, including profiles with more than two million followers such as Dulceida, María Pombo or Alexandra Pereira.
All of them comply with the same pattern of behavior: they publish more photos alone than with their own (8 out of 10 images they share are individual). In addition, the research concludes that they smile less in their solo snapshots, and that is that only 30 percent of their ‘selfies’ show a smile, compared to 58 percent of their group photos.
The data collected in ‘Al Otro Lado del Selfie’ supports the purpose of Mahou, who defends that “encounters between people are essential to live better.” In this sense, the brand is committed to adapting its communication channels under this premise and showing only group photos.
“The conclusions of this study confirm our purpose, our way of understanding life for more than 130 years, and it is that encounters between people are essential to live better. For this reason, from Mahou once again we want to reinforce our purpose and point from a point of view: we are happier when we meet and surround ourselves with our own. That is when life is more life: when we meet “, says César Hernández, General Marketing Director of Mahou San Miguel.
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