Instagram influencers say they are increasingly faking it, saying the credit they get for 'flexing' brings them the kind of kudos that gives them greater credibility. The rise in those faking it for the 'Gram shows how 'selling out' has now become a status symbol, instead of something to be derided.

With her flawlessly rendered appearance and dramatic digital narratives, virtual influencer Lil’ Miquela has been challenging ideas of authenticity on Instagram since 2016. Why are brands and social media users embracing these CGI celebrities and could they ever replace their human counterparts?

The phrase “social media influencer” likely conjures up a specific image: a young, conventionally beautiful man or woman promoting weight-loss tea through #sponcon on your Instagram feed. Instagram, in particular, has long been the domain of the young and glamorous but, as ideals of beauty and celebrity continue to shift, a new wave of social influencer is taking shape. People are seeking out content from different groups of people, from Boomers subverting social norms around ageing, to young women who weight train, to the stars of reality TV who are sharing every detail of their lives on social media. In an age of hyper-accessibility, people are following influencers who more closely represent them and their interests.

Instagram has long been the domain of the young and glamorous, but a small group of older women is stepping up to claim a slice of the pie. These Boomers are using social media to subvert social norms around ageing, remaining as outspoken in later life as they were in their youth.