Instagram is a social networking site with great acceptance among young adults in recent days, which has become an essential tool for lifestyle digital content creators. Nevertheless, how do audiences behave towards this kind of post?This paper aims to analyse how people behave towards lifestyle posts and their implications in their offline routines. For this thesis, the transformation of media audiences and the theory of media practices are used as a theoretical framework, along with some other theoretical aspects such as Instagram as social media, the phenomena of fandom, and advertising on Instagram.The research was carried out using a qualitative method, and six semi-structured interviews were conducted to obtain the data, which were analysed under the interpretivism perspective. The results suggested that people are more influenced by Instagram than they had previously thought, although consuming lifestyle posts is a habit so integrated into their routine that the participants were not aware of it.