From The Globe and Mail:
Matt Mayberry, who works at a California startup called Dopamine Labs, says it’s common knowledge in the industry that Instagram exploits this craving by strategically withholding “likes” from certain users. If the photo-sharing app decides you need to use the service more often, it’ll show only a fraction of the likes you’ve received on a given post at first, hoping you’ll be disappointed with your haul and check back again in a minute or two. “They’re tying in to your greatest insecurities,” Mr. Mayberry said.
I didn’t know that how ‘likes’ were doled out were designed to get you to keep coming back into social media applications. If Instagram is toying with its users this way then I’m going to seriously evaluate whether I ever want to use the application again. Activities like those described are just slimy and I don’t feel the need to provide such companies with either my content or my attention.