Disabled influencers on Instagram: exploring digital celebrity and marginalised identities

This article illuminates the nexus of social media, celebrity, and marginalised identities by examining the phenomenon of disabled influencers. Since the late 2010s, disability representations in media, culture, and public discourse have increasingly moved away from stigmatising stereotypes. Disabled influencers have emerged as new voices in this landscape but, so far, exploration of their work has been limited. To address this gap, this study explores how 15 diverse fashion influencers with visible impairments address disability in their personal brands, whether they frame themselves as advocates for disability rights, and investigates their relationships with both followers and commercial brands. Through a content analysis of one year worth of Instagram posts (N = 1,429) and profile information, we outline the strategies these influencers use to make disability central to their online personas, explore their multi-layered relationship with brands, identify their distinct but somewhat limited voice in disability advocacy, and highlight their engagement strategies with digital publics. Drawing on disability and celebrity scholarship, this work provides insights on how the use of participatory platforms like Instagram intersects with the changing demands and expectations of celebrity, generating both opportunities and constraints for traditionally marginalised groups.