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Online socio-technical systems can be studied as proxy of the real world toinvestigate human behavior and social interactions at scale. Here we focus onInstagram, a media-sharing online platform whose popularity has been rising upto gathering hundred millions users. Instagram exhibits a mixture of featuresincluding social structure, social tagging and media sharing. The network ofsocial interactions among users models various dynamics includingfollower/followee relations and users' communication by means ofposts/comments. Users can upload and tag media such as photos and pictures, andthey can "like" and comment each piece of information on the platform. In thiswork we investigate three major aspects on our Instagram dataset: (i) thestructural characteristics of its network of heterogeneous interactions, tounveil the emergence of self organization and topically-induced communitystructure; (ii) the dynamics of content production and consumption, tounderstand how global trends and popular users emerge; (iii) the behavior ofusers labeling media with tags, to determine how they devote their attentionand to explore the variety of their topical interests. Our analysis providesclues to understand human behavior dynamics on socio-technical systems,specifically users and content popularity, the mechanisms of users'interactions in online environments and how collective trends emerge fromindividuals' topical interests.

Online Popularity and Topical Interests through the Lens of Instagram