“Needed this”: understanding hopecore content and engagement on Instagram

Abstract

Purpose This article documents and explores the efficacy of hopecore, a social media trend in which users share positive information that is meant to inspire hope. Understanding this phenomenon offers lessons for online platform design as well as evidence contributing to further theory-building in positive information phenomena. Design/methodology/approach We conducted a qualitative content analysis of hopecore posts and user comments on Instagram to understand the nature of this social media trend and to evaluate its effectiveness at inspiring hope. Findings We show how hopecore content makes use of human, nature and animal depictions to offer messages that help users build hope, such as appreciating the world despite its flaws, sharing feel-good stories of human kindness and communicating the value of self-knowledge. We also report on the themes found in how users respond to hopecore content. We find clear evidence of growing hope through user engagement, offering an example of prosocial and emotionally constructive information sharing on social media. Practical implications Based on these findings, we offer implications for the design of online platforms regarding strategies for better surfacing positive content and facilitating self-reflection and community. Originality/value This study documents the emerging social media phenomenon of hopecore, which is significant in today's climate for its positive and sincere orientation. The study uses theories of hope from psychology and philosophy as a lens to understand this positive information phenomenon and discern its practical implications. Future work can take a similar approach with other concepts and phenomena, contributing toward a deeper theoretical understanding of positive information.