ABSTRACT Although Body Positivity content (BoPo) has been criticised for emphasising physical appearance and promoting self‐objectification, the specific features driving these effects remain unclear. The present study examined whether depictions of female bodies act as triggers for self‐objectification in BoPo on Instagram. In a between‐subjects online experiment involving 158 women aged 18–29 (M = 21.6, SD = 2.4), exposure to female bodies in BoPo posts did not heighten state self‐objectification. Trait self‐objectification and negative mood did not moderate these effects; however, women with negative attitudes towards BoPo reported higher levels of state self‐objectification. These findings underscore the potential importance of subjective appraisals in shaping the impacts of BoPo content. Overall, the study contributes to the ongoing debate about the potentially negative effects of BoPo on Instagram, suggesting that body depictions alone may not reinforce self‐objectification. Future research should examine the distinct influence of different types of body portrayals to further clarify the impact of BoPo content on body image. From a practical perspective, prevention efforts and social media campaigns should aim to raise awareness of BoPo features that continue to overemphasise appearance, helping women better protect their body image from potential adverse effects.