Instagram, like any social network, is more about community than content. We draw people in with a cool photo but they come back for the personality behind the photo. They follow. They share. They develop relationships that layer on the rules of social etiquette. Carmine’s lunch photo isn’t that great, but he shared my cat photo this morning so it’s only fair that I share his lunch pic.
This is why Instagram now has a People tab in addition to the Photo tab on the explore menu.