A key dynamic driving the popularity of platforms like Facebook and Instagram, for example, is the following notion: if you like me, I’ll like you. As I noted in Deep Work, if you took the contents of the standard Facebook or Instagram feed and published it on a blog, it wouldn’t attract any readers, or comments, or links. But put this content on a Facebook wall and there’s an implicit social contract in place to motivate the people you know to click a like button, or leave a nice comment in the anticipation that you’ll do the same.