Abstract

Influencer aesthetics have become central to understanding contemporary digital culture, where authenticity and 
visual presentation operate as key currencies in the attention economy. This study examines how influencers 
construct and negotiate “authenticity performances” within the constraints of evolving visual norms across 
platforms such as Instagram, TikTok, and YouTube. Drawing on theories of performativity, signaling, and visual 
culture, the paper conceptualizes authenticity not as an inherent quality but as a strategically staged and audience
interpreted phenomenon. Through content analysis, semiotic inquiry, and audience reception studies, the research 
identifies how influencers deploy aesthetic cues such as lighting, framing, color palettes, and narrative styles to 
signal relatability, credibility, and lifestyle affiliation. The findings reveal a persistent tension between staged and 
perceived authenticity, as influencers balance commercial imperatives with the need to maintain trust and intimacy 
with their audiences. Micro-influencers often emphasize everyday realism and niche community engagement, 
while macro-influencers rely on polished branding and large-scale visibility, navigating risks of over
commercialization. Platform algorithms further shape aesthetic choices by rewarding consistency, engagement, 
and trend alignment, reinforcing dominant visual norms while constraining creative diversity. Additionally, the 
study highlights how factors such as gender, race, and class influence aesthetic expectations and audience 
interpretations, embedding influencer practices within broader socio-cultural hierarchies. Ultimately, the paper 
argues that influencer aesthetics function as a complex system of visual communication and economic labor, where 
authenticity is continuously produced, contested, and commodified. Understanding these dynamics is essential for 
critically engaging with influencer culture, its economic structures, and its broader implications for identity 
formation and digital media practices.