{"id":14716,"date":"2022-10-10T12:01:48","date_gmt":"2022-10-10T10:01:48","guid":{"rendered":"https:\/\/www.ventisettedigital.com\/la-gen-z-su-instagram-la-perfezione-non-esiste-piu\/"},"modified":"2026-07-01T10:41:38","modified_gmt":"2026-07-01T08:41:38","slug":"gen-z-instagram-perfection-no-longer-exist","status":"publish","type":"post","link":"https:\/\/www.ventisettedigital.com\/en\/gen-z-instagram-perfection-no-longer-exist\/","title":{"rendered":"Gen Z on Instagram: does perfection no longer exist?"},"content":{"rendered":"<p>Blurry selfies, messy photo dumps, cryptic memes: why have all the feeds become \u201cugly\u201d? Welcome to Gen Z&#8217;s Instagram.<\/p>\n<p><em>\u201cThose born in &#8217;89 have digital SLRs, they put nice black-and-white photos on Flickr\u201d<\/em> sang <a href=\"https:\/\/www.youtube.com\/watch?v=GUBr9PRWj9s&amp;ab_channel=icaniband\" target=\"_blank\" rel=\"noreferrer noopener\">Niccol\u00f2 Contessa \/ I Cani<\/a> in 2011. <\/p>\n<p>Today we could reply: <em>\u201cThose born in &#8217;99 have smartphones worth thousands of euros, they put blurry selfies and random photo dumps on Instagram\u201d<\/em>.<\/p>\n<p>Picture yourself scrolling, just a few years ago, through the <strong>Instagram feed<\/strong> of your favourite influencer\/actor\/musician. You might have admired their luxurious hotel room, their glossy photo shoots or the perfectly laid-out breakfast table (strictly with avocado toast and a special cappuccino).<\/p>\n<p>Do the same thing now. You&#8217;re more likely to see <strong>carousels<\/strong> with flash-lit photos of <strong>fast-food trays<\/strong>, a<strong> car&#8217;s number plate<\/strong> at random, <strong>rubbish<\/strong> in the street, <strong>selfies<\/strong> taken against a dirty window. What happened?<\/p>\n<p>The years of the uncontested dominance of the so-called <strong><em>Instagram aesthetic<\/em><\/strong> \u2014 made of pastel colours, glossy, post-produced photographs, exclusive locations, coordinated and highly curated feeds \u2014 are over. The Millennials have passed the baton to a new generation, <strong>Gen Z<\/strong>, those <strong>born after 2000<\/strong>, who have decided to deliberately seek out the opposite style.<\/p>\n<h2>Gen Z and Instagram&#8217;s \u201cweird and ugly\u201d era<\/h2>\n<p>True digital natives, savvy to the point of recognising every hint of artificial retouching, the young people of <strong>Gen<\/strong> <strong> Z<\/strong> on Instagram prefer <strong>spontaneous shots<\/strong> almost always taken with a <strong>smartphone<\/strong>. They don&#8217;t shy away from <strong>blurs<\/strong>, <strong>missed focus<\/strong> or <strong>details<\/strong> <strong> cut off<\/strong>. Posts are often published on impulse <strong>without any planning<\/strong> and with no apparent connection to the other images in the same carousel or feed. An attitude that would have made the Millennials \u2014 obsessive about respecting the colour palette \u2014 shudder, but which today fits perfectly into the<a href=\"https:\/\/later.com\/blog\/instagram-photo-dump-trend\/#:~:text=Technically%20speaking%2C%20a%20photo%20dump,thevicstyles\" target=\"_blank\" rel=\"noreferrer noopener\"><strong> photo dump phenomenon<\/strong><\/a>. A set of images disconnected from each other, except for the general<strong> (self-)ironic tone<\/strong> and the desire to communicate more a <strong><em>mood<\/em><\/strong> than a single piece of information. Shots that represent <strong>moments of real life <\/strong>rather than alterations due to filters or heavy editing.<\/p>\n<p>A trend that seems to have been born in the years of the <strong>global lockdowns <\/strong>caused by the pandemic. Months in which the time spent on social networks had increased dramatically, but in which everyone could only document the <strong>normality<\/strong> of their own <strong>domestic<\/strong> <strong> lives<\/strong>.<\/p>\n<p>Some have spoken of the birth of a <strong>new <\/strong><a href=\"https:\/\/www.vice.com\/en\/article\/v7d79y\/why-everyones-instagram-feed-looks-so-ugly-right-now\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>weird and ugly aesthetic<\/strong><\/a>. Perhaps even the reflection of a real <strong>evolution<\/strong> in the way we use <strong>the internet<\/strong>. The young people of Gen Z, driven and indulged by <strong>TikTok<\/strong> and <strong>BeReal<\/strong> (which we <a href=\"https:\/\/www.ventisettedigital.com\/bereal-e-gen-z-la-spontaneita-al-potere\/\" target=\"_blank\" rel=\"noreferrer noopener\">also wrote about here<\/a>) which value <strong>spontaneous<\/strong> and <strong>personal<\/strong> content, no longer seem to have any interest in an idealised aesthetic. Instead, they place ever more value on authenticity, sought out even in its most trivial details.<\/p>\n<p>It&#8217;s worth pointing out that the <strong>anti-aesthetic<\/strong> is not only a trend visible on Instagram. \u201cUgliness\u201d is everywhere, from the rediscovery of the<a href=\"https:\/\/www.nytimes.com\/2022\/05\/17\/t-magazine\/mullets-hair-trend.html\" target=\"_blank\" rel=\"noreferrer noopener\"> mullet haircut<\/a> to the success of visibly amateur knitwear and the <a href=\"https:\/\/www.vice.com\/en\/article\/93by5a\/crocs-shoe-of-2021\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cCrocs renaissance\u201d<\/a>. A few months ago a trend even went viral that consisted of <a href=\"https:\/\/www.thecut.com\/2021\/02\/tiktok-question-of-the-day-eye-bags-in-or-out.html\" target=\"_blank\" rel=\"noreferrer noopener\">recreating eye bags on TikTok<\/a>.<\/p>\n<h2>Instagram and imperfection: what future for brands?<\/h2>\n<p>Considering the <strong>anti-aesthetic trends<\/strong> that <strong>Gen<\/strong> <strong> Z<\/strong> is showing, social media will have to change their skin to survive. And if they choose to indulge these demands by guaranteeing new spaces for the expression of individualities, what will be the <strong>role of brands <\/strong>on the platforms?<\/p>\n<p>Today it is often perceived as <strong>excessively pervasive<\/strong>, especially at the expense of the content of \u201cordinary\u201d users. To be re-accepted by users, it will have to be rethought to favour a <strong>humanised<\/strong> <strong> communication<\/strong>, spontaneous and, above all, more tied to the expression of <strong>values<\/strong> and <strong>commitment<\/strong> than to the offering of products to buy.<\/p>\n<p>A trend \u2014 that of Gen Z on Instagram \u2014 that is intentionally <strong>anti-aesthetic<\/strong> and based on <strong>irony<\/strong>, <strong>immediacy<\/strong> and a certain <strong>anarchic spirit<\/strong> is certainly more difficult to recreate for commercial purposes. But, if indulged in the right ways, it guarantees a brand the achievement of an inimitable <strong>personal<\/strong> <strong> signature<\/strong>. A result achieved thanks to a <strong>tone of voice<\/strong> that comes close to the way users communicate and makes the <strong>brand \u201chumanised\u201d and unmistakable<\/strong>.<\/p>\n<p>Among the <strong>examples<\/strong> of those adapting to this new way of communicating is the beauty brand <strong>Glossier<\/strong>. Alongside more classically \u201cproduct\u201d photos and videos (which nonetheless move away from the glossy <em>Instagram<\/em> <em> aesthetic<\/em>), here is a mix of <a href=\"https:\/\/www.instagram.com\/p\/CinUbaHLrYB\/?hl=it\" target=\"_blank\" rel=\"noreferrer noopener\">memes<\/a>, <a href=\"https:\/\/www.instagram.com\/p\/CivDnYyrBAs\/?hl=it\" target=\"_blank\" rel=\"noreferrer noopener\">natural close-ups<\/a>, semi-blurry <a href=\"https:\/\/www.instagram.com\/p\/Ch2R2IYL23w\/?hl=it\" target=\"_blank\" rel=\"noreferrer noopener\">user selfies<\/a> and, recently, the <a href=\"https:\/\/www.instagram.com\/p\/ChPoLhlAhsl\/?hl=it\" target=\"_blank\" rel=\"noreferrer noopener\">video of a relaxed little pig having a bath<\/a>.<\/p>\n<p>And <strong>influencers<\/strong> and <strong>celebrities<\/strong> too have understood that this is the direction to move in. Just look at these messy photos of <strong>model <\/strong><a href=\"https:\/\/www.instagram.com\/p\/Cii3Cx0tPUU\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Bella Hadid<\/strong><\/a> or a carousel by <strong>singer <\/strong><a href=\"https:\/\/www.instagram.com\/p\/CilLr9yMuTl\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Dua Lipa<\/strong><\/a> in Chile, put together as if she were an ordinary tourist. Or this post by <strong>actress <\/strong><a href=\"https:\/\/www.instagram.com\/p\/CcLu7LiKuLq\/?utm_source=ig_web_copy_link\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Emma Corrin<\/strong><\/a>, who alternates her red-carpet look with blurry selfies with friends.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Blurry selfies, messy photo dumps, cryptic memes: why have all the feeds become \u201cugly\u201d? Welcome to Gen Z&#8217;s Instagram. \u201cThose born in &#8217;89 have digital SLRs, they put nice black-and-white&#8230;<\/p>\n","protected":false},"author":6,"featured_media":10689,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[179],"tags":[189,214,215,216,217,198,199,191,218],"class_list":["post-14716","post","type-post","status-publish","format-standard","has-post-thumbnail","category-digital","tag-digital-marketing","tag-gen-z","tag-generazione-z","tag-instagram","tag-photo-dump","tag-social","tag-social-media","tag-social-media-marketing","tag-social-network"],"yoast_head":"\n<title>La Gen Z su Instagram: la perfezione non esiste pi\u00f9?<\/title>\n<meta name=\"description\" content=\"La fine dell&#039;Instagram aesthetic decretata dalla Gen Z. 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