On social media, we often tend to put forward different facets of ourselves, whether on Instagram, LinkedIn or TikTok. This variation is not random: it is adapted to the different cultures and audience expectations on each platform. Goffman(1959) provides a foundational understanding of how people “perform” different identities in various social settings. Because LinkedIn is career-focused, users strive to appear professional and trustworthy, sharing their professional achievements, skills and industry news to appear competent in a professional setting. The mood on Instagram is more personal and ambitious. Users share life’s moments (vacations, workouts and aesthetic snapshots) by creating beautiful, visually appealing images.
Finally, there’s TikTok, which focuses on humor, authenticity and trends. Users generally feel freer to share candid moments, funny footage or take part in dances and challenges. TikTok values creativity and authenticity, which is why users often express a fun, unfiltered side that isn’t necessarily appropriate on LinkedIn or Instagram. Papacharissi (2011) discusses, social media influences identity construction by allowing users to curate themselves for different audiences, emphasizing the flexibility of online identities.
This personalization of identity is known as “impression management”, which involves modifying our appearance to suit the environment. These platforms offer individuals spaces to express different aspects of their personality. Not necessarily in the form of a fake profile, but rather according to the standards of each digital platform. The groomed version of themselves on Instagram, the professional version on LinkedIn and the candid version on TikTok are all part of this, but tailored to different social situations.
Will Smith uses different personalities on each medium to reach different audiences. On Instagram, he posts selected personal moments that include humor and inspiration. On LinkedIn, he lists his business activities and appears to be a serious interlocutor with industry leaders. On TikTok, he’s playful and participates in trends and challenges. His humor and spontaneity make him popular with a younger, more relaxed demographic.
Ultimately, the variety of digital personas represents the versatility of our personalities in the digital realm. While it can be perceived as a performance, it also allows us to connect with different audiences in an authentic way, displaying the singular characteristics of our personalities that are evident on every platform. Social media thus offer a complex, multidimensional approach to online self-expression.
References
Goffman, E. (1959). The Presentation of Self in Everyday Life. Anchor Books.
Papacharissi, Z. (2011). A Networked Self: Identity, Community, and Culture on Social Network Sites. Routledge.
