The business model of the Instagram platform is based on advertising. Instagram, analyzing people’s behaviors, creates target audiences with platform users for those companies that want to use the platform as a means of advertising. In the Instagram ecosystem, influencers are important neighbors. This novel concept of Instagram vendor and influensierra has led to a mutually beneficial symbiosis. The influence we can have and receive in this world governed by algorithms is largely conditioned by the interests of Instagram and influencers. I believe that the name of the social network should be replaced by the name of the promotion network.

Gradually I have come to understand that the platforms we know as social networks (Facebook, Twitter, Twitch, Tiktok, Instagram...) cannot represent the idea of society. With limitations. In this unimaginable idea of society, these platforms study the aggregations of individuals' behaviors. And they convey the idea of a “society” of individuals. But society is something more complex than the bonds and characterizations of individuals. Society and the market are different things, and the technology that we have in recent years, at the service of the market, has not made us see the possibility of thinking about other technologies. If we want to generate alternatives to these promotional networks that we have today, we should think about technology in a different way, and therefore, looking for the meaning of an alternative that leads us to that different thinking is one of the great challenges that we have today in developing technologies.