The phenomenon of digital media has been integrated into people's daily lives in recent decades, resulting in an endless informational movement, associated with continuous virtual interactions. This study seeks to discuss about Instagram, which has approximately 1 billion active users per month, especially relating it to the processes of building identities and habits of consumption. For this, it is essential to mobilize and discuss theories that allow access to the meaning of this reality, covering multiple approaches: the approach on the mass media, the themes of sociability and the representation of the individual in society-society and, especially, the discussion about the concepts of identity and consumption. The use of the algorithm tool by this network, as a way of directing personalized content and advertising, was a fundamental aspect discovered in the research exercise, since it helped in the composition of the central argument and allowed an understanding of the studied phenomenon.
