A finsta It’s a fake Instagram. The term comes from the conjugation of the words “fake” and Instagram. It is not new, since users have used it since social networks became consolidated in the mid-2010s. However, it seems that they are experiencing a resurgence in a context marked by the tiredness of the imposture that prevails on digital platforms and the search for more authentic connections. Brands are also including them in their marketing and communication strategies.
Personality is not unique and adapts depending on where we are and who we interact with. In an increasingly digitalized environment, social networks have become the main witness to this. An example is the multiple profiles with which many users, especially adolescents, are present on the Internet and which they use for different purposes and objectives.
The existence of various accounts allows users to create and publish content based on a specific topic of interest or audience. This is how the use of the finstas, That is, those secondary and private accounts where more spontaneous and personal content is generally shared with a small circle of friends and acquaintances; or the rinstas (real Instagram), which represent the main profiles, most visible and aligned with the careful aesthetics that characterizes the platform.
The finstas They respond to the search for safe spaces in which users can continue developing their personality and digital presence, moving away from exposure, judgment, comparison and the search for validation. As these are generally private accounts, a curated audience is shaped that favors greater intimacy.
Thus, they are used to post spontaneous photos, inside jokes with friends, post opinions or text messages and updates that are not intended for the main feed. From a psychological and emotional point of view, these secondary accounts can help users gain confidence, discover interests or share hobbies.
However, in recent times these profiles have acquired other connotations and are no longer exclusively linked to that search for unapologetic self-expression. In recent years, the finstas have experienced a resurgence in the light of social networks and behaviors that are perceived as planned, manufactured and artificial and that have left naturalness and spontaneity aside.
Thus, secondary accounts have proliferated that opt for a more authentic aesthetic and simpler content, close to the portrait of the banality of everyday life. They move away from the main accounts, now perhaps excessively oriented towards the creation of a very polished personal brand, with less intentional and more human content. A half-eaten plate of pasta, a blurry bathroom selfie with a flash, or an accidental screenshot are the type of posts that fit these alternative profiles.
Behind some of these accounts are famous personalities, whether they are actors, singers or footballers. To name a few, the singer Lizzo manages the account @sashabefluting; while the model Gigi Hadid is behind the profile @gisposable. For his part, the singer Joe Jonas has the profile @cupofjoe. In them, although they have thousands of followers, they share more intimate aspects of their daily lives and publish content that is not so mainstream-oriented.
Others dedicate alternative accounts to specific topics. New Zealand singer Lorde admitted to managing the account @onionringsworldwide, focused on onion rings, but on which she has not posted for years.
The finsta of the brands
In recent times the phenomenon finsta has encountered marketing. And some brands have also joined the trend by creating secondary Netflix accounts, for example, it has @netflix2, aimed at establishing a more direct connection with the public, especially the youngest, through direct messages and developing the brand from an aspect less linked to the business.
For its part, the luxury brand Balenciaga manages the @keeppprolling profile, which mainly publishes “behind the scenes” videos and photographs of catwalk shows, creative processes or photo shoots. Even Instagram has its own alternative account, @notfit4main, created to engage with users on their own terms. In this case, it allows celebrities to take control of the account for a limited time and share their content.
The strategy allows brands to extend their online presence and expand their communities, while connecting with audiences by displaying less mainstream aspects of their personality. The evolution of the concept finstahalfway between intimate self-expression and the push for branding, creates a double game in which advertisers can find opportunities to strengthen the desired cultural relevance.
