A reciprocal exchange of endorsements on the Instagram platform, wherein users agree to provide “likes” on each other’s content with the expectation of receiving similar engagement in return, constitutes a practice that seeks to artificially inflate popularity metrics. This often involves dedicated groups or communities where individuals post their content and request that others engage with it, thereby boosting the perceived visibility of their posts.
The perceived advantage lies in potentially increased visibility and a boost to one’s social media presence. Historically, this activity has stemmed from a desire to circumvent the algorithms that govern content visibility, aiming to reach a wider audience than might otherwise be possible through organic engagement alone. However, the value of such exchanges is often questioned, as the “likes” may not represent genuine interest in the content and can lead to a distorted view of audience reception.