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Instagram’s Emotions

France, Spain
  • 8820

    LinkScore info icon

  • 72

    Linking domains

  • 29

    Extra coverage

Have you ever considered how much the selfies you upload to social media can reveal to your followers? It might be (a lot) more than you think.

Working with LOOKFANTASTIC, we used AI to scan and analyse the faces of hundreds of thousands of anonymous Instagram photos in Spain, France, and around the world. Using its powerful emotional recognition abilities, we were then able to reveal the most common emotions we like to display in our #selfies.


1. Achieve top-tier, authoritative, editorially valid links that increase the client's site authority.
2. Increase organic search rankings to boost the client’s traffic.


We created two versions of this campaign for LOOKFANTASTIC's Spanish and French sites.

For each country, we found an anonymous sample of geotagged Instagram posts with the hashtag #selfie and scanned each one with a powerful and innovative facial recognition tool called Microsoft Azure.

This tool scanned the faces in each photo and measured the varying levels of emotions present in them. After gathering and comparing hundreds of thousands of tagged #selfies in France and Spain's, we then did the same to a large sample of #selfies gathered from all around the world. Finally, we compared the two sets.

With this data, we discovered which cities were the happiest (spoiler alert: Hello Chicago!) and which expressions reigned supreme in Spain, France and globally. On top of that, we also scanned the feeds of some of the most popular celebrities and influencers in France and Spain, then compared their accounts' happiness levels to the average Instagram user per each country.

We sourced and analysed hundreds of thousands of Instagram photos for both the French and Spanish renditions of this campaign, and went on to achieve incredible links from some of the biggest publications in our target countries.


  • 8820


  • 72

    Linking domains

  • 29

    Extra coverage

  • 4m

    Est. Coverage views

  • 25k

    Coverage shares

• This campaign won 'Multilingual Content Campaign of the Year' at the European Content Awards 2022

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