Uncovering the Instagram social phenomenon: Analyzing “generational tag” data to help you understand the meaning of #93LINE and #00LINE
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This article is written by Girl Karen. Thank you for authorizing the “Content Hacker” website to reprint it. We hereby express our gratitude.
The author’s introduction is as follows: Hi, I am Karen. Catching up with the last train of the post-90s generation, his full-time job is as a text journalist, running a personal fan page with about 26,000 fans. In the past, he served as an editor of an online community, managing millions of fans and creating tens of millions of traffic every day. At the same time, he is a corporate lecturer, the initiator of the cross-border reading club, and [cross-border thinking live broadcast](https://www.facebook.com/karengirl503/videos/1043672715843494/?comme nt_id=1047782288765870&comment_tracking=%7B%22tn%22%3A%22R0%22%7D) host, columnist for four media, will publish his first book in early 2020. Good at interviews, social observations, workplace articles, and character reports. If you like my articles, please come to my fan page “Girl Karen” to find me.
Instagram is the world’s largest photo and picture sharing platform. Currently, more than 800 million people use it, and its penetration rate is also high in Taiwan. In addition to attracting young people, major brands have also entered Instagram in an attempt to attract more consumers.
Instagram Community #Generation Tag TimeLine
Instagram generation tag statistics (continuing to rise as of 2019/5/16/Compiled by Girl Karen)
Let’s break the topic at the beginning of the article. We saw the #generation tag distribution map on Instagram, but what does this long timeline mean? Are you full of doubts in your heart, what is #90LINE? What is #94LINE again? If it is the “sympathy” of this generation, why is the number of #83LINE soaring? Well, let me tell you slowly.
Let me first introduce which generation I belong to (cough). I was born in 1990. Fortunately, I caught up with the last train of the post-90s generation, and I can still pretend to be young. According to this tag classification, I am #90LINE. And this ranking happens to be the starting period of the #generation tag. But what does LINE stand for?
In fact, this usage was popularized by Korean K-POP artists. Let’s first explore Korean traditional culture. Because Koreans attach great importance to “seniority”, whenever they meet new people, they will first confirm each other’s birth year to decide what to call each other. This kind of interaction can also be seen in Korean dramas.
Due to the influence of social culture, Korean artists will use the year of their birth in the Christian era to add LINE to form an exclusive label on the social network. As for why the English word LINE is used? Well, when interpreted, it means Channel, which means that those born in this year have a sense of the same front. Therefore, in order to get closer and closer to their idols, fans follow the trend and label themselves, which triggers a community effect.
To give a practical example, if you were born in 1993, you would be #93LINE, if you were born in 1998, you would be #98LINE, and if you were born after 2000, it would naturally become #00LINE! In addition to posting tags in articles to promote themselves, many young people also add tags in their self-introductions on their personal homepages.
Karen personally organized and investigated the age of such tags on Instagram and made a chart, and found several very interesting places. We will start with the most popular generation born in the 90s and break it down and analyze it for everyone.
(Continuing to rise as of 2019/5/16/Compiled by Girl Karen)
This picture shows the use of generational tags by people aged 20 to 29 from 1990 to 1999. #93LINE has been used the most, reaching 84,700 times. It can be estimated that 26-year-olds use Instagram more frequently, followed by #95LINE, 24-year-olds (69,900 times), and #94LINE (44,880 times) by 25-year-olds.
First of all, the obvious phenomenon is #90LINE (9701 times) and #91LINE (7513 times), that is, people in the current age group of 28 to 29 years old. During college, most of these people used Facebook to communicate, post and receive messages, so they are highly dependent on Facebook. The frequency of using IG is not as high as that of #92Line (19500 times). A preliminary difference in the use of social tools can be observed.
You may be wondering why #95LINE has more tags than #94LINE, and why does it not increase year by year, but fluctuates? In addition to #95LINE, this trend also has the same situation in #97LINE; first of all, in the tag of #95LINE, the representative artist is [BTS] (https://zh.wikipedia.org/zh- tw/%E9%98%B2%E5%BD%88%E5%B0%91%E5%B9%B4%E5%9C%98) ([BTS](https://www.books.com.tw/exep/assp .php/vista/products/0010816797?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-201905)) by Park Jimin.
BTS’s Park Jimin is #95LINE (picture/photo taken from IG)
BTS’s own talent and music have made the “Korean Wave” sweep across the global music circle. They also appeared on the US Billboard Music Awards, defeating Magic Red to win the Best Group Award. In addition, Park Jimin himself was even mentioned by the well-known movie website TC Candler selected him as the 25th among the 100 most handsome faces in the world. The British Guardian also recognized him as the 17th among the “Top 30 Best Boy Group Members of All Time”. His unique personal charm has caused the number of #95LINE on Instagram to increase dramatically.
In addition, in #97LINE, Jungkook, who is also a member of BTS, was born in 1997. The number of hashtags of #97LINE (45,600 times) exceeded the data of #96LINE (29,400 times) in the previous year. Jungkook is the youngest member of the Korean men’s group BTS. He serves as the lead singer in the group, and his personal charm affects social tags.
Jungkook of BTS is #97LINE (picture/reproduced from IG)
Then you may be curious, so only Korean artists are using generation tags. What is the close relationship with social tools? In fact, Korean artists are debuting at younger and younger ages, and artists born after 2000 are everywhere, but the data has not fluctuated because of this. The following is a breakdown and analysis of the data after 2000.
From this picture, we can see that the number of #00LINE tags is 22,200 times, and the number of #01LINE tags is 28,700 times, and then it decreases year by year and no longer fluctuates. Until #06LINE, the data returns to zero.
There are several aspects worth thinking about when such a phenomenon occurs: First, it is affected by the policy direction. According to the US Children’s Online Privacy Protection Act, Facebook and Instagram do not allow children under the age of 13 to apply for accounts. According to this report, this policy can be said to be “completely positively related”; but thinking from another aspect, we can know that for children under 13 to 17 years old, Instagram is not the only social tool they use!
So what do this young generation of people do? The first to bear the brunt is ByteDance’s short video and audio tool “Douyin”. In just 15 seconds, it adds music, video special effects and transition techniques to form unique UGC user-created content.
According to a report from [Penguin Intelligence] (https://re.qq.com/), [Douyin] (https://www.douyin.com/) has a higher penetration rate than Kuaishou in first- and second-tier cities in mainland China, and the latter has a higher penetration rate than Douyin in fourth-tier and below cities, but the two have not formed an obvious opposition in user image. In addition, the report also shows that the user groups of both Kuaishou and Douyin are mostly women under the age of 24. 92% of Douyin users are under the age of 30, and nearly 70% of Douyin users are women.
In Taiwan, the majority of users are primary school and junior high school students, and many parents have registered accounts for their children under 13 years old. Most of the video content is dancing, hand dance, lip-syncing videos, etc. The report believes that the social short film market structure has initially taken shape, but there are still many variables. Another social platform is YouTube. According to official annual data, the viewing time of all age groups ranges from an average of 14 per week. .6 hours increased to 16.4 hours. It can be said that the average person spends nearly two and a half hours watching YouTube a day. The growth rate of the audience aged 16-24 is the largest among all age groups. Users are not restricted by age and can adjust the receiving channels according to their preferences. Compared with other social platforms that have age restrictions, the age of users extends downward.
Returning to the topic of this article, after reading the analysis of Instagram community behavior of the post-90s and post-00s generations, I turned back to analyze a special phenomenon before the 1990s.
From #89LINE to #82LINE, that is, the current group of people aged 30 to 37 years old, the use of Instagram has decreased. The reason is attributed to two levels. First, this generation of people did not have Internet hardware equipment when they were students. They are not yet proficient, so they have not developed many social tools, so they focus more on using Facebook. In addition, users in this age group are busy with work and family, and gradually reduce the time they use social platforms. Mobile Banking community research data also supports that, the age range is between 25 and 34 years old. of people spend 141 minutes a day on social networks, and those aged 35-44 spend 105 minutes; but in the timeline of generation tags before the 1990s, the number of #83LINE surged to 22,200 times, which is a huge gap with the number of tags of other generations!
The reason lies in Super Junior’s Kim Heechul and Leetuk, both of them were born in 1983, and they both love them# 83LINE claimed to be self-proclaimed, so the data soared in the same year, which shows the influence of idols on Instagram [community] (https://www.contenthacker.today/2018/03/social-media-marketing-ideas.html) generational labels. In addition to the idols themselves using the label, fans will also upload pictures and mark relevant comments, or put their own generational labels in Instagram self-introductions to seek recognition.
Many companies in Taiwan still use Facebook and YouTube to operate their communities. They even think that calling themselves or collectively referring to people born in the 1990s is a mainland term, so they have not followed the trend. However, social culture is not limited to a certain region, but is a trend of a certain generation.
It is not difficult to see that Korean pop culture is enough to influence the social usage behavior of the younger generation: the younger the generation, the more susceptible it is to the influence of social and online culture. However, there are several possibilities for the phenomenon of the post-2000 generation label decreasing on Instagram. Firstly, the post-00s generation is generally not popular enough to label themselves, and secondly, there are too many social media, which distracts attention. Having said that, if you want to break into the young market, you must understand the language and gameplay in order to manipulate people’s hearts.
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