Following the development of the Internet, digital cameras, and smartphones, sharing your everyday life virtually has become an important trend. This study aims for a deeper, more personal understanding of how women in the age of 20-30 present themselves through photographs on the social network Instagram. Through semi-structured interviews, the activities of posting and photographing have been analyzed through the theoretical dramaturgical framework of Erving Goffman, presented in the book The presentation of self in everyday life. The results of the study have shown that women tend to control the persona they create online, having in mind that they aim to look beautiful and attractive, portraying a dose of authenticity. They achieved this by highlighting certain aspects with the help of makeup, photo manipulation tools, and virtual beautifying applications. This selective enhancement of some features and purposeful hiding of others confirms Goffman's key theoretical premise – impression management. This study discovers manipulation, complexity, and insecurity behind photographs shown on the social network Instagram and concludes that Goffman's frameworks of interpersonal communication are applicable in the online world as well.