The phrase refers to systems where users exchange indications of approval on the Instagram platform without monetary cost. This often involves joining groups or using apps where individuals agree to provide these endorsements to each other’s content, aiming to increase visibility and perceived popularity.
Such practices have arisen because demonstrable engagement metrics can influence an account’s perceived value and reach within the platform’s algorithms. Early adopters of social media marketing sought methods to rapidly increase these metrics, leading to the development of these exchange-based strategies. While seemingly beneficial in boosting initial numbers, the long-term impact on genuine audience growth is debatable.