Instagram is a social network and online app for publishing photographs and videos, which, in addition to maintaining social contacts, are used for advertising purposes. The fashion industry has also found its market niche in it. With the help of so-called influencers, the fashion industry communicates with the audience, which influencers' followers represent. The power of a visual message is extraordinary, as images from an idealized, aesthetic photograph evoke the desired responses of the audience by affecting the individual's emotions. These result in trends we, as consumers, want to identify with and follow. Therefore, influencer marketing, or advertising with influencers, has been a rapidly growing promotion tool used by many companies in recent years. With the help of visual analysis of photographs published on the Instagram profiles of fashion influencers, we determined the way of self-presentation and construction of visual identity. Through visual rhetoric, we searched for meanings created by images. At the same time, we determined how the nature of the content of posts, which we categorized as portraits (selfies), fashion and branding, food, events, travel, family and friends and others, has changed compared to the period of five years ago. We were interested in how fashion influencers maintain their visual identity and reproduce the role of fashion influencers within the profitable industry of influencer marketing under the tutelage of the fashion industry. We found that fashion influencers build their visual identity through self-presentation and thus appeal to different audiences. At the same time, we noted that the content of posts by fashion influencers changed over time, which led to the acquisition of a wider circle of followers and, thus, more successful marketing of the brand.
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