The purpose of this presentation is to reflect on the pragmatics of the self on digital social media platforms, with a particular focus on those that have a salient visual nature like Instagram and TikTok. Over the past couple of years, the role of influencers became extremely popular around the world. As a result, not only we encounter social media accounts that work following the logic of marketing, but also find users that take these accounts as role models to perform their lives online. Therefore, we could argue that the enunciation of this type of contents is mediated by a stylization that evidences a logic of editorialization, where users choose what to show with the purpose of producing specific effects of sense. As a result, online social media platforms are clearly spaces for the construction of the self, and not for a mere representation of the real self on the virtual world. During the presentation, we will address the basic semiotic mechanisms involved in the online presentation of the self, and study examples that evidence how the texts that users enunciate on platforms like Instagram and TikTok are strongly mediated by codes and trends that convey a specific value, that of the “cool lifestyle”, independently of the contents that are being put forward.