For this study, I sought to explore the use of Instagram and to understand how an individuals’ self-concept is portrayed on Instagram through Goffman’s (1959) theoretical frameworks of impression management and performance. Qualitative research in the form of interviews was completed. Eleven women ages 18 to 27, who were active users, were interviewed. The interview transcripts were used with the intent to research the following questions: How do individuals manage their self-presentation on Instagram? What role does impression management play on Instagram? I found that presentations are managed through content of the photo, the photo itself, filters, and captions to create the most positive impression. Impression management creates the theme of ‘face value’. Themes of ‘face value’ and positivity emerge on Instagram. The individual, impression management, and performance are interconnected.