<![CDATA[This study explores how Instagram popularity seeking is experienced and understood in relation to the meaning of happiness in early adulthood, highlighting how visual culture and social evaluation shape emotional well-being. A descriptive qualitative approach was used through in-depth interviews, digital observation, and documentation to capture participants' direct experiences and digital behavior. The study involved three young adult participants aged 18–21 years, consisting of one male and two females, and two female expert informants, consisting of a psychology lecturer and an Instagram observer. The study was conducted in a university environment for the primary participants, while the expert informants were interviewed based on their relevant expertise. The data analysis focused on recurring themes, such as identity performativity, social comparison, and emotional dependence, using the Miles and Huberman approach through data reduction, data display, and conclusion drawing. Research shows that popularity on Instagram is seen as a marker of social value and modern relevance, encouraging users to adjust their appearance and content to align with dominant aesthetic norms. Validation in the form of likes, comments, and number of followers does provide short-term emotional satisfaction, but at the same time reinforces fragile happiness because it depends on unstable external responses. Social comparison, the FOMO phenomenon, and repeated exposure to idealized content were described by participants as contributing to psychological pressure, including anxiety, self-dissatisfaction, and dependence on digital appreciation for feelings of self-worth. These findings reveal the paradox that digital connectivity may increase emotional vulnerability and challenge participants' perceptions of authentic well-being. This study concludes that the culture of popularity on Instagram is closely associated with how young adults understand and experience happiness and emotional well-being in early adulthood. The implications emphasize the importance of digital literacy, emotional regulation strategies, and supportive interventions to reduce the psychosocial risks of social media use.]]>
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