Previous literature have shown that social media has a large impact on people in today’s society, especially on younger women who wish to create a certain identity. However, studies on how quantitative feedback affects the establishment of ones online identity are limited, which gives incentive to investigate this area further. This thesis provides a deeper understanding of how younger women perceive onlineidentities, ‘likes’, and comments on the social media platform Instagram. Semistructured interviews were conducted in order to give new perspectives on the subject. The main conclusions are that younger women have an extensive need to seek approval and that they customize their online-identity by exploiting trends in order to maximize the number of ’likes’ and comments.