This study identifies and analyses the practices of seven of the most successful Norwegian microcelebrities on Instagram. While current research on this topic has been based in America, Singapore and Great Britain, this study aims to understand how these practices are applied in the Nordic region and specifically in Norway. A qualitative content analysis of 345 Instagram posts was conducted. Through the construction and analysis of three main categories, namely self –representation, communication and promotion, this study confirms and nuances the practices that have been identified in previous research. It also introduces and analyses some practices that haven’t been explored to date. In particular, microcelebrities blur our understanding of their roles. Are they ordinary people who publish moments of their every-day lives, or professional actors? I explore how the practitioners portray themselves as celebrities by emulating the visual iconography of celebrity culture (Marwick, 2015, p139). I also analyse how their professionalism is revealed through the monetization of some of their practices and confirmed by their representation by public relations’ agents.