High Retention, Slow Delivery
Constant Dullaart

Likes, retweets, followers and friends are building a system of values based on popularity. Constant Dullaart investigates this phenomenon in High Retention, Slow Delivery. He noticed that many social media profiles are entirely machine-generated, consisting of random photos and names found online. He bought large numbers of these fake Instagram users, which he then assigned and spread evenly to various people on the platform, making it impossible to tell if one person is more popular than another.

Year of production: 2017