This reminds me of Matt Webb's piece titled "Instagram as an island economy"[1] where he writes about the concept of encoded labour: "Every "user" of Instagram is a worker. There are some people who produce photos -- this is valuable, it means there is something for people to look it. There are some people who only produce comments or "likes," the virtual society equivalent of apes picking lice off other apes."

[1] http://interconnected.org/home/2012/04/11/instagram_as_an_is...