As a result of the emergence of new technological opportunities in the last decade, new digital oppor-tunities have been created. Social media is a relat-ively new phenomenon that has contributed to a greater interest in the world offered online. This study focus on Instagram and aims to create know-ledge and understanding of what it is that has con-tributed to it being the most used social media today. This study aspire to answer questions about which design elements and in what way information and content is structured on Instagram, and how it can contribute to its increased use. To answer the ques-tions, a method combination of qualitative and quantitative research was used and a questionnaire was created to collect empirical data. A content ana-lysis was used to examine the collected empirical data. The result indicates that design elements that offer the user the opportunity to interact with content and the infinity scrolling function contribute to an increased use of Instagram. The result also shows that Instagram's information and content are struc-tured in a simple and clear way through good navig-ation options and personalization algorithm, which also contributes to increased use of Instagram.