Instagram, kao jedna od platformi društvenih medija, prisutan je u društvu već cijelo jedno desetljeće. Od pojave društvenih mreža upravo je Instagram jedna od najbrže rastućih što ukazuje na važnost i utjecaj koju ima. Kao takva, donosi promjene u društvu na brojnim razinama. Premda je nastala s ciljem dijeljenja fotografija i videozapisa i to u svrhu zabave, Instagram kao društvena mreža pruža i mogućnosti komunikacije i interakcije među njezinim korisnicima. Time otvara prostor za istraživanje različitih (društvenih) aspekata ove platforme. Cilj istraživanja bio je ispitati iskustva korištenja Instagrama među mladima u Splitu, s obzirom na nedostatak takvih istraživanja u Hrvatskoj. Posebnim istraživačkim ciljevima ispitivala se aktivnost mladih na Instagramu i razlike u komunikacijsko-interakcijskim aspektima Instagrama s obzirom na spol. Istraživanje je provedeno 2019. godine na području Splita i okolice na prigodnom uzorku (N=566). Rezultati istraživanja pokazali su kako većina mladih u Splitu posjeduje profil na Instagramu. S obzirom na to da pretežno imaju privatni profil, ne iznenađuje to da se interakcija i komunikacija odvijaju s korisniku bliskim i poznatim osobama. Među načinima komuniciranja među mladima, posebno se ističu objava sadržaja i reakcija lajkom na sadržaj drugih. Premda su većina mladih u Splitu aktivni akteri u virtualnoj stvarnosti jedne od najpotentnijih društvenih mreža, analiza je pokazala razlike s obzirom na spol, pri čemu žene učestalije objavljuju i reagiraju na tuđe objave (lajkom i komentarom). Ujedno, žene u većoj mjeri pripremaju pozadinu i namještaju pozu prije fotografiranja i uređuju fotografiju te koriste filtre što ukazuje na to da one daju više pozornosti o dojmu koji ostavljaju na Instagramu. As one of the most prominent social media platforms, Instagram has been present in society for a whole decade now. Since the very emergence of social media, Instagram has been one of the high growing networks, which speaks to its importance and influence. As such, it brings about changes in society on numerous levels. Although it was created for the purpose of sharing photos and videos for the fun of it, being a social network, Instagram also provides opportunities for communication and interaction among users, thus opening a space for exploring various (social) aspects of this platform. The objective of the research was to examine the experiences of young Instagram users from Split, since there has been little research in Croatia on this topic. Having specific research objectives in mind, the authors studied the activity of young people on Instagram and the differences in the communicational-interactional aspects of Instagram with regard to gender. The research was conducted in 2019, within the area of Split and its surroundings, on a convenience sample of 566 respondents. The results of the research have shown that most young people from Split have an Instagram profile. Usually these profiles are set to private, thus it is not surprising that interaction and communication mostly occurs between the user and their friends, family and acquaintances. Regarding the means of communication, young people usually post their own content and/or like and comment on other user’s posts. Although most young people from Split are active participants in this virtual reality, the analysis has noted certain differences according to gender, with women posting and reacting to other people’s posts (via likes and comments) more frequently. At the same time, women are more likely to take their time choosing a perfect background and adjust the pose before taking the photo, as well as edit the photo using filters, which indicates that they pay more attention to the impression they leave on Instagram.