In the landscape of today’s social media marketing, advertisers are turning to Instagram influencers to reach their target audience through Influencer marketing. This new way of advertising is used to create a more authentic and relatable approach to reach Generation Y consumers. The purpose of this study is to examine how influencer marketing can work by looking at a few selected female influencers and a sample of their sponsored posts, published on Instagram. The study will analyze which visual and linguistic strategies are visible and how these are used to reach Generation Y. We used netnography to collect our material and a multimodal approach with semiotics and text analysis to analyze the material. To shape our study we have used the theoretical bases of Generation Y, Social Media Marketing, Influencer Marketing and Celebrity marketing. The study shows that these influencers use visible strategies to seem unengaging or trying not to “sell” to their audience. The studied posts are characterized by visual authenticity and textual lack of transparency.