Are the Dead Taking Over Instagram? A Follow-up to Öhman & Watson (2019)

In a previous article, we projected the future accumulation of profiles belonging to deceased users on Facebook. We concluded that a minimum of 1.4 billion users will pass away before 2100 if Facebook ceases to attract new users as of 2018. If the network continues expanding at current rates, on the other hand, this number will exceed 4.9 billion. Although these findings provided an important first step, one network alone remains insufficient to establish a quantitative foundation for further macro-level analysis of the phenomenon of online death. Facebook is but one social media platform among many, and hardly the most representative in terms of their policy on deceased users. In this study, we use the same methodology to develop a complementary analysis of projected mortality on Instagram. Our models indicate that somewhere between 767 million and 4.2 billion Instagram users will die between 2019 and 2100, depending on the network’s future growth rate. Although the number of deceased Instagram profiles will likely be fewer than those on Facebook, we argue that they are nonetheless part of a shared digital cultural heritage, and should hence be curated with careful consideration.