Calder Wilson at Petapixels:
For one thing, Instagram is killing it right now. Every time Facebook reports their financial earnings, they need to show robust growth in their flagship products; almost just as importantly, they need to show healthy engagement. Growth and engagement are the life forces of Facebook’s stock, and any decrease in either can send shares south.
Now, consider that my @canonbw account was liking over 30,000 photos every month along with thousands and thousands of comments. That doesn’t even include the activity generated from people responding and liking my images/following me in return. If I took every Instagram user I know in my life who doesn’t use a bot, it’s more than likely that my single account generated more “activity” than everyone else over the last year combined.
If we take into account the massive number of people botting everyday all around the world, the number of likes and comments are astronomical. It’s very unlikely that this huge engagement engine will ever be shut down by Facebook Inc. The relationship between Instagram and botters is seemingly symbiotic, but I argue that in the long run, Instagram suffers.
The problems linked with false engagements fuels the life of Facebook as a public company, while turning the actual product space into one that is as demoralizing as Facebook itself. A growing number of academic articles are finding correlations between Facebook use and depression, in part linked to how much content is liked. While Instagram use remains relatively strongly correlated with happiness, will this persist with the growing rise of bots?