Predicting Users' Personality from Instagram Pictures: Using Visual and/or Content Features?

Instagram is a popular social networking application that allows users to express themselves through the uploaded content and the different filters they can apply. In this study we look at personality prediction from Instagram picture features. We explore two different features that can be extracted from pictures: 1) visual features (e.g., hue, valence, saturation), and 2) content features (i.e., the content of the pictures). To collect data, we conducted an online survey where we asked participants to fill in a personality questionnaire and grant us access to their Instagram account through the Instagram API. We gathered 54,962 pictures of 193 Instagram users. With our results we show that visual and content features can be used to predict personality from and perform in general equally well. Combining the two however does not result in an increased predictive power. Seemingly, they are not adding more value than they already consist of independently.