Social influencers, Instapods and the newsfeed-algorithm of Instagram

This study amplifies the voice of social influencers and the challenges they face. We specifically look into the facilitating role of the newsfeed algorithm in Instagram. Ten in-depth interviews were conducted with women social influencers between the age of 18 and 29. The results show how these influencers experience many negative side effects that are caused by the news-feed algorithm. In line with Bucher (2012) we argue trough algorithmic restructuring of information flows, visibility has become a privilege on social media which imposes a 'threat of invisiblity' on the part of social influencers. Our conversations with influencers show how the growth of their profile does not reflect the energy and time they have invested. To cope with the latter they participate in so-called 'Instapods'. In the discussion we further outline how algorithmic obscurity and the practices in Instapods are at odds with the authentic role social influencers attribute themselves.