The purpose with this study is to examine how social norms are portrayed by female influencers on the social media platform Instagram and its effect on young women. The paper will look at five Swedish female influencers that conform to the norm ideal of being, white, heterosexual, thin and successful and how this generates exclusion as well as stress, anxiety and pressure towards their followers. The study is framed in an intersectional feminist perspective and includes theories of norm-criticism, gender performativity, aspirational labour and the relationship between femininity and consumption. The research methods used in this study looks at three case studies that analyzes the visual and textual content of the five female influencers and collected stories from Instagram followers. The stories were collected together with the organisation Kumulus and their app WeStandApp (WSAPP) which is aimed at increasing safety and support for young people on social media. The research and its findings worked alongside a design project to address sustainability and change by highlighting social inequalities (looking at gender, race, class) and working from a norm critical perspective.