Fashion influencers on Instagram as digital media entrepreneurs – online identity work as a business model?

What might have started out as a social network for individuals eager to share photographs with friends evolved into a platform no longer used for private purposes only – the talk is of Instagram. One phenomenon standing out on the app are fashion influencers who actively construct a version of themselves that is presentable and makes sense for their entrepreneurial endeavors within fashion marketing on Instagram. This construction of self is known in an academical context as identity work. So far, there are no studies focusing on the specific area of fashion influencers on Instagram while at the same time taking identity work as a factor for success into consideration. Therefore, the purpose of this research is to examine the following research question: To what extent do fashion influencers on Instagram make use of identity work in order to become more successful entrepreneurs? In order to answer the underlying research question, the research examines female influencers in the fashion sector on Instagram. Data is gathered from a total of 10 qualitative interviews with German women who are fashion content creators on Instagram. Afterwards, the data from the in-depth interviews is examined and systematically analyzed. From the qualitative analysis and interpretation of the findings, four core themes emerged: First there is the authentic presentation of self on Instagram, comprising the extent to which authenticity and trustworthiness are of importance for influencers’ success on Instagram. Second, the theme storytelling and image reveals that adapting their identities is not naturally the intention of bloggers, however carefully considered content sharing and storytelling form their image on the platform. The third finding addresses the construction of identity in a social network, emphasizing the role of the online community and their feedback. Finally, the fourth theme emerging from the analysis considers the role of Instagram as a gate opener, broaching the issue of the respondents not necessarily identifying as entrepreneurs but nevertheless being successful. It has been found that respondents to this research make a significant use of identity work in order to become successful on Instagram, by either maintaining their identity through authentic presentation of self or by forming their identity through storytelling and positioning. When constructing an identity in a social network, the role of the community is significant. Furthermore, it was found that while the respondents for the most part did not identify as entrepreneurs, presenting one’s self on Instagram works as a gate opener into the professional (fashion) world and is thus still successful. Further research should focus on the international scope of the phenomenon under study and take into account factors that could have an impact on identity as an influencer, such as monetary rewards or the size of the community.