How do people represent the city on social media? And how do these representations feed back into people's uses of the city? To answer these questions, we develop a relational approach that relies on a combination of qualitative methods and network analysis. Based on in‐depth interviews and a dataset of over 400 000 geotagged Instagram posts from Amsterdam, we analyse how the city is reassembled on and through the platform. By selectively drawing on the city, users of the platform elevate exclusive and avant‐garde establishments and events, which come to stand out as hot spots, while rendering mundane and low‐status places invisible. We find that Instagram provides a space for the segmentation of users into subcultural groups that mobilise the city in varied ways. Social media practices, our findings suggest, feed on as well as perpetuate socio‐spatial inequalities.