Abstract
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 the relationship between the content of the uploaded Instagram pictures and the personality traits of users. 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. Through the Google Vision API, we analyzed the pictures on their content and clustered the returned labels with the k-means clustering approach. With a total of 17 clusters, we analyzed the relationship with users' personality traits. Our findings suggest a relationship between personality traits and picture content. This allow for new ways to extract personality traits from social media trails, and new ways to facilitate personalized systems. © 2018 Copyright for the individual papers remains with the authors.