Latest news | 02 Feb 2022

New research from Butterfly Foundation highlights impact of social media



Instagram and Butterfly launch #BodyKindOnline featuring five top creators

SYDNEY, AUS (2 February, 2022)

New research released by Butterfly Foundation today details how young Australians feel about their bodies when using social media—covering topics like filters, influencers, and the impact of social comparison. In response, Butterfly has launched #BodyKindOnline, working with Instagram to provide clinically backed tips and advice to address these issues and help young people foster positive body image.

Butterfly has shared new statistics from the research, which surveyed almost 1000 Australians about how social media impacted their body image experience. The resulting responses highlighted key findings, including:

  • 86% of respondents reported they had previously had to unfollow or mute a person’s account that they were following as it was having a negative impact on their mental health
  • 42% reported using filters to improve the way they look on social media
  • 34% of respondents reported most frequently wishing to look like an influencer
  • 62% agreed they felt pressure to look a certain way on social media
  • 40% of respondents reported comparing their posts/photos to the posts of others/friends.

Supported by this new research, Instagram and Butterfly are today launching #BodyKindOnline. As part of their ongoing collaboration, the campaign aims to educate Aussies on how to navigate likes and comments, how to curate your feed to make Instagram a more positive place, using filters safely, and managing feelings of comparison to friends or influencers.

As creators and influencers are a key part of young people’s Instagram experience, the campaign includes five of Australia’s top creators sharing their #BodyKindOnline tips, including @alrighthey, @allira.potter, @oliviamollyrogers, @stylebydeni, and @katewas_.

In a series of videos posted today on Instagram, they each discuss their journey with body kindness and their advice for young Australians on a range of social media topics.

The videos are available now on the creators’ Instagram accounts and Butterfly’s website, including a feature long-form video that captures the candid responses of creators and influencers to top questions around body image, such as “How does it make you feel that a third of young Australians compare themselves to influencers?”.


Alex Cowen, Communications Manager at Butterfly Foundation said, “Butterfly is proud to once again work with Instagram to foster a positive body image online. #BodyKindOnline sparks discussion and offers practical advice about how we can all be kinder to our own and each others’ bodies online. Everyone, particularly young people, needs to be equipped with strong social media literacy skills to disrupt the negative feedback loop that can sometimes occur online.

“This campaign puts the power into young peoples’ hands and gives them the tools to reject unattainable appearance ideals, social comparison and the seemingly ‘perfect’ life that can fill our feeds.”


Tara Bedi, Policy Programs Manager for Instagram Asia-Pacific said, “Instagram is committed to reducing pressure on the platform, especially on issues around body image. Through our partnership with global experts, including Butterfly Foundation in Australia, we’re launching safety campaigns and consulting on new tools and policies to ensure we protect the most vulnerable people on Instagram. The new #BodyKindOnline campaign combines clinically-backed advice from Butterfly with tips from some of Australia’s top creators to help young people navigate a safer and more positive body image experience on social media.”

Full details of the campaign can be found on Butterfly Foundation’s website:




Instagram, Jeff McBride:

Butterfly, Alex Cowen: