Instagram, instagram meu, que influenciadora sou eu? a gestão da imagem de microcelebridades digitais

Abstract

This article aimed to identify image management practices of digital influencers, comparing the profile of three digital influencers, Camila Coelho, Renata Uchôa and Bruna Startt, in the social media of Instagram. A literature review was conducted to guide the development of this article. The field research is qualitative with online observation, in an Instagram virtual environment in which data were collected and recorded, from which four categories emerged: Eu, digital influencer, Managing the image in Instagram, Show me that you are perfect, that I will follow you and More than profession, Social Media is my life. In terms of results, it was possible to understand that Camila Coelho has a microlevel status, based on her high number of followers / fans, as well as her professionalism and image adequacy to the public that accompanies her for her lifestyle. Renata Uchôa presented a profile of digital influencer that is usually "consulted" about trends, brands, companies. In the image management of Bruna Startt we observe a certain amateurism and low frequency of contents, being necessary a professionalization and adequacy of the image so that it reaches the status of digital influencer. We conclude that image management is the crucial point for digital influecers to offer their product strategically, which, as they become more professional, ceases to be digital marketing for companies and becomes their own image and lifestyle.