I posted a picture in March of the New York Times headquarters looking serene before a snowstorm to my Instagram account. The photo attracted 11 comments, all from strangers. “Very nice!” a monthly cocktail delivery company in San Francisco wrote. A cosmetic tattoo artist in Vancouver, British Columbia, posted three fire symbol emojis, and a vintage furniture seller in San Jose, Calif., left an emoji of a heart with a bow around it.
I like to leave my apartment for cocktails, I don’t have any tattoos and I’ve never been to San Jose. So, what was up?
The answer, as with so many things online, came down to marketing. (…)
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