The installations were a physical form of search-engine optimization. Rather than including keywords on a website, the Instagram walls ensured that as many photos of a place as possible would exist on digital platforms, building a wider footprint. The more posts there were, and the more often they happened, the more promotion algorithms would also pick up on the place and display it to more potential customers. The walls spoke to the looming fact that even physical places have to exist as much on the Internet as they do in real life.
