You don’t have to be an artist to live a fake life on Instagram. Tell me what you post on Instagram and I’ll tell you who you are and who you’d like to be. We all know someone who wants to appear sociable and, for this exact purpose, only posts pictures with friends. Someone who only uploads photos of their travels: the adventurer. Someone with a profile with only selfies: the narcissist. We could expand this list to include the bohemian, the revolutionary, the nostalgic — surely, we already have an idea of the kind of pictures each would post. These are just some examples of these virtual personalities, each emblems of a performative phenomenon — a phenomenon that is developed by exposing a theatricalized version of one’s own identity in a given context. Though most users tend to present themselves according to their real identity without necessarily forging a brand new one, the amount of information we disclose (consciously or unconsciously) is usually incomplete. We put into effect a representation of a fictional I — a character in a game with agreed rules and boundaries — different from the rules of everyday life. Here emerges the analogy between the realm of Instagram and the realm of theatre. Ideas such as the suspension of disbelief, the authorial intention, and the reaction of the audience exist in both worlds. Thus Instagram, as a performative space, is likewise a theatrical space.