Algorithmic fame

Why Kardashians are afraid of bots

Once upon a time, the most liked photo on Instagram was the picture of an egg named Eugene. With more than 56 million likes and 4.8 million followers, Eugene represented a mystery. The mystery of who created it and why has been since solved. The mystery of how it got so many likes is best explained by a disgraced influencer, the model and actor Luka Sabbat: “People are way too influenced by what they see.”

Social influence rests on the fact that, when faced with abundance of choice, we habitually rely on others to know what to buy, read, wear, or listen to. When these others are “regular” people just like us, we tend to trust them more than we would a compensated spokesperson, a model in an ad, an invisible editor, or a distant celebrity. Influencers are close and relatable, and we perceive their recommendations as “honest” and “authentic.” Through our daily social media interactions, our vicarious presence at copiously documented weddings or births, we get to feel that we know our connections like we know our own friends

The social influence market

The social influence market is just like any market. It uses currency (taste) to build capital (social status). This capital eventually gets monetized, and we inevitably discover that our internet “friends” may be making thousands and…