Instagram & Beauty Micro-Influencers: Strategies of Self-Presentation Used For Personal Brand Development

Abstract

The visual quality of Instagram has allowed for it to become the prime platform for user-generated content that features brands and consumer goods. Millennials report learning about brands after being exposed to them on social media (GlobalWebIndex, n.d.-a) and a significant percentage of the U.S. population reported posting reviews online. Some users have turned their Instagram profiles into blogs – a space where they can share their thoughts on beauty products like makeup and skincare. Gaining followers and likes have become standard in the role of micro-influencers.

By monitoring the behavior of beauty six micro-influencers on Instagram, this study was able to identify the strategies of self-presentation used, including selfies, self-disclosure, editing techniques for authenticity, and more. Moreover, beauty content produced by micro-influencers focuses on the aesthetic of products rather than providing in-depth information of the products and brands featured.