How Instagram Users are Dealing With the Heat

For the past few weeks, record-breaking heat waves have been raging across the globe. The UK recently registered its highest temperature in recorded history, while thousands of heat records were set across the United States. In China, more than seventy cities have been put on a high heat alert for the second time this month, with temperatures expected to exceed 40 degrees celsius in many parts of the country.

Much of the world has been vying with the dangers of this extreme heat amidst intense discussion of climate change and global warming. However, even in a situation as dire as this one, people find a way to persevere.

Whether they are inventing new cooling technologies or advocating for climate change policy, people have taken action in wake of a bad situation. Even aside from actionable initiatives like these, people have refused to put their head in the ground and wait for a cooler day.

Instead, they have exorcized their heat-related demons through social media:

Users have been sharing their heat experiences through Twitter and Instagram. Whether they are giving out tips, showing off their favorite activities for a hot day, or simply spreading awareness, people are taking to social media throughout this record-setting heat.

Using our culture AI, we decided to analyze how people have been dealing with the heat through Instagram. We analyzed more than two thousand posts tagged with #heatwave, and pulled out the most pertinent insights we could find. Here are our results:

Looking at the bright side

Despite the potential dangers and concerns this summer’s heat has prompted, Instagram captions with the #heatwave were surprisingly positive:

Instagram users chose to focus on the bright side of things with their posts. They zoned in on the things that made them happy, and weren’t afraid to throw a little optimism in the mix:

But what exactly had instagrammers feeling so good? Where did this positivity focus?

Spending a day with the dogs

Everyone knows that Instagram is a platform for animal lovers. But during last week’s heat wave, it seems like people really took the opportunity to spend time with their dogs. Dogs were the number one object detected by our culture AI:

Users often talked about keeping cool with their dogs, and advised other dog owners to do the same:

Many also took their dogs for a swim, hoping to cool them off with a dip in a pond, lake, or pool:

Like always, people got through a tough time by spending it with their favorite animal companions. It’s just that this time, they spent it inside with the A/C on, or lazing by a cool body of water to jump in.

Taking a dip

Dogs aren’t the only ones getting into the water this summer. With it so hot outside, people are dying for a swim. Google search data shows that people are looking for swimming pools significantly more than they did this time last year.

They aren’t just looking for places to swim, though. They’re finding them.

Water was definitely a theme in Instagram posts about the heatwave, and one of the elements our AI detected most frequently. Of the top emojis detected by our culture AI, several regularly accompanied poolside or beachside photos.

Many of these emojis were frequented by sunbathers, taking the heatwave as an opportunity to catch some rays (with a place to cool off nearby, of course). Other times, swimmers and beach-goers used these emojis alongside a pic of them in the water:

The most common colors detected by our culture AI also indicated a desire to get to the beach.

Our AI tools found earthy reds and browns alongside vibrant greens and blues, reflecting the numerous photos posted at beaches around the world. People got outside during this summer’s heatwave, and found places they could swim at the same time.

Having an ice cold treat

Many Instagram users dealt with the heat by seeking out something cold to eat or drink. “Ice cream” was the most common phrase detected in instagram captions by our AI tools, and “cold drink” was not far behind. Several other phrases about ice cream were also frequent in posts using #heatwave.

Instagram users showed off their delicious ice cream creations and frozen treats, and expressed their thanks for such a refreshing way to weather the heat.

Keeping it real

Whether they were sunbathing by the water, keeping cool with frozen treats, or hunkering down with their canine companions, people managed to stay positive even during the throes of this heatwave. However, that doesn’t mean that they are ready to end the climate fight.

Climate change was among the most common phrases our culture AI found in instagram captions. Many accounts took to instagram to point out that this heatwave isn’t normal, and that we should take it as a wakeup call.

“Despite images of full beaches and lots of ice cream being splashed around, these temperatures are not normal, they are a sign of the #ClimateCrisis we’re all facing and a reminder that we need to act, and act fast.”

Some people also shared art inspired by the climate crisis, while others gave personal testimonials of how it has affected their life and community:

“It’s been such a difficult last few days for Havering and East London. Fires literally everywhere. Tonight I’m feeling scared, sad and angry… Scientists have been warning us for the last 50 years and even more in the last 10 years. They told us exactly what was going to happen but we were too comfortable to pay any attention.”

Just because people found ways to make the most of the heatwave doesn’t mean that they’ve given up on bringing awareness to climate change and global warming. Our Instagram findings serve as a reminder of human persistence. For all the damage that this year’s scorching heat has caused, people are still seeing the bright side of things, and still fighting the good fight.

Write to anurag.banerjee@quilt.ai for more insights about your favorite brands and market trends.