This paper presents the results of quantitative and qualitative research on the self-presentation of the most famous Instagram influencers in Croatia, specializing in fashion and beauty. The goal of the work was to analyze whether there are statistically significant differences in the way of self-presentation in photos of the analyzed Instagram profiles between different topics of posts, sponsored and non-sponsored posts, as well as different topics of sponsored posts (advertisements), and to present the topics arising from the description of the analyzed photos. In the first part of the paper, relevant concepts are presented that enable a more complete understanding of the way of self-presentation on the Instagram social network. The significance of the sociology of the body is pointed out, as well as the contemporary changes characterized by the arrival of new technology and social networks. In the research part of the paper, the results of the research are presented, which indicate that influencers are presented in different ways between different topics of posts, as well as that in sponsored posts there are somewhat more "sensual" photos, while in different topics of sponsored posts (advertising ) do not observe differences in the way of presentation, which indicates certain "regularities" in the presentation of sponsored posts. The conducted research also indicates that there is a "movement" from the once dominant stereotypical portrayal of women, as well as that they use different "tactics" through the descriptions of their posts when presenting sponsored posts, but on the other hand, they also present unusual descriptions with which they try to "aware" the audience about relevant things in life