Social media is addictive precisely because it gives us something which the realworld lacks: it gives us immediacy, direction, a sense of clarity and value as an individual." -David Amerland In the past few years, there has been a rapid increase in the amount of Indian youth using Instagram. Instagram now has 1 billion monthly active users. The top three countries who use Instagram are the United States, India, and Brazil. On average, as per the survey conducted as part of our research, Indian

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... outh spend one to two hours of their day using Instagram which consequently impacts their personalities, relationships and perspectives. This article, using facts and figures, analyses the reasons for the rapid growth of Instagram, globally and focuses more importantly on its growth in India. Also, by collecting both primary and secondary data, this article examines the impact Instagram has on the Indian youth.