Instagram is the only thing that can settle the debate on who is the boss: Nicky Minaj or the Pope, and what is more important: to be smart or to be beautiful. Likes and comments are the universal currency that can compare everything, even apples, and oranges. Instagram reduces the amount of uncertainty in our lives, and we love it for that.

All living organisms seek to reduce uncertainty for themselves and increase uncertainty for their adversaries. That is biology. That’s why we love it so much when everything is clear and simple, even if it is not. We are just glad to know that the taxi arrives in 6 minutes, and the rain starts at 14:00. And it doesn’t matter if the taxi is going to be late and the rain won’t start at all. We do not need control over the situation, just the illusion of it.

We create the illusion of control wherever possible. We have come up with a clock to control the time and maps to control the space. And now we have come up with Instagram to control our lives.

But Instagram doesn’t just lay out the life for us but gamifies it. In real life, there are no levels to gain and achievements to get. You can’t say if it is a success to have a house in Madeira or to be friends with Kanye. But with the help of Instagram, you can.

Instagram has created a universal currency that can be used to measure anything. You can use likes and comments to compare objects and events that were incomparable before.

Besides, Instagram solves an important need. It shows where on the social ladder you are and what you need to do to get higher.

You cannot change the game. All you can do is refuse to play it.