"'If I don’t hit 11 likes, I take down the post after a day -- it’s just too embarrassing to leave up there. Nobody likes it.' The embarrassment of not being validated trumps the need to share the image. Another respondent spoke about how he plans his posts around what he called 'Instagram Time.' Content has the highest chance of reaching the 11th level of virality during this Instagram 'rush hour,' which takes place when people are commuting home around 5 p.m. to 7 p.m..."