Research on social media influencers has concluded that influencers’
status is always contingent upon meeting followers’ demand for specific
“performances-of-self,” as well as making themselves and their content available and
visible. However, few scholars have addressed the role that algorithms play in determining
which influencers might be made visible, and therefore the manner by which platform design
predetermines who may attain influencer status. This project seeks to address this gap in
this research by providing critical ethnographic insights into what is colloquially referred
to as “gay Instagram.” Throughout a three-year period, I maintained an Instagram account
through which I observed trends in the production and consumption of homoerotic content
utilizing a variety of methods. Of these, “algorithmic audits” provided the most insight
into the manner by which algorithmic and social biases compound one another to
hyper-visibilize a small minority of homoerotic content creators. Once Instagram has
determined that a user is interested in homoerotic content, that user can expect the
overrepresentation of white, mostly American Instagays on their “explore” page, in the
promoted content featured on their feed, and so on. In effect, determinations of the most
desirable homoerotic content are made through a variety of selection biases that make access
to visibility an unequal enterprise on Instagram. Through these biases, white elites in
Western metropolises are made more visible to Instagram users, even when others could
conceivably fulfill their same representational function, troubling the notion that
influencer status can be attained through an individual’s “labor” without algorithmic
assistance.