Journalist Nicolaas Veul embarks on a journey to create his inaugural Instagram profile, aiming to gather a substantial following. As he delves deeper into the platform, he becomes intrigued by its underlying mechanisms and discovers a sophisticated system rooted in deception. While users eagerly engage with selfies by liking them, a thriving trade involving user accounts is happening in the background. Countless fake profiles exist, and internet bots are generating new followers for individuals seeking a sense of greater success. Is there anything on Instagram that can truly be trusted?