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content didn’t fall in line with typical posts. Their platform is for sharing fashion, shopping, and product information only, mixing in a little of their daily life habits like food and exercise. Sydney talked about why she only focuses on fashion. That is my purpose ... to just create like a top of mind brand for everybody who follows me, like, I only talk about fashion, I don't talk about beauty, skincare, like, none of that, just fashion. Other influencers, however, expressed a belief that speaking about hard issues that women struggle with was an essential part or her favorite part of her platform. These women spoke of wanting to reach more people and do good with her platform. Influencers in this group also stressed that being open and vulnerable adds to their follower engagement and follower count. While women in the fashion only group believe it hurts their brand image, the women expressing “fashion-plus” believe that it adds to their brand image and credibility. For Hayley, she claimed her willingness to be vulnerable online gave her an edge when first starting her blog which was integrated into her Instagram account. I think that um, actually why I gained so many followers was because um, since I had my blog I was so real on my blog. A lot of what I talked about on my blog was just every day like, struggles in high school like for a girl. Despite which group the women fell into, each one of them had a message she wanted to share with her audience, and Instagram was her platform to do so. Instagram as a connection. Not only did each influencer view Instagram as a platform enabling her to broadcast a message (whether fashion only or fashion-plus) to the world, but each also expressed valuing Instagram as an avenue to make personal 35PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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