Instagram has become a contemporary platform for presenting our digital identity. In this study, the Instagram influencer phenomenon is investigated from an identity, self-presentation, and impression management perspective. By focusing on the language of Instagram that enables this identity, its navigation and manifestations are explored. In-depth interviews were conducted with 8 fashion, beauty and lifestyle influencers, and the obtained data was analysed through the approach of discourse

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... ysis, rooted in discursive psychology. Prominent discourses include a critical discussion on the ideas of aesthetic influencer identity, 'handle names', 'follower's gaze', 'stories', 'posts', and 'filters'. The findings provide an exploratory and critical perspective on the ways in which Instagram is creating and shaping identities. By offering an understanding of the facets of the influencer identity, this pioneering study highlights the different negotiations, conflicts, and resolutions in the performance of this identity.