This thesis investigates the ways in which Swedish crafters use Instagram to represent their craft, focusing on the interplay between materiality, process, and labour. By analysing selected Instagram accounts, the study explores how photographs are used not only as visual documentation, but also as tools to convey narratives about the crafting process, the importance of materials, and the personal identities of the makers. The findings show that crafters strategically use visual elements such as close-ups, natural settings and shots of work in progress to highlight the tactile nature of their craft and create a sense of authenticity and emotional connection. This is in line with the concept of ‘enchanted materiality’, where craft objects are imbued with cultural and emotional significance.Furthermore, the study highlights how these images foster a unique connection between the viewer and the craft, transforming Instagram into a space where traditional craftsmanship is both celebrated and reinterpreted for a digital audience. The visual storytelling inherent in these posts not only showcases the artistry involved, but also serves as a modern form of marketing, where the identity of the crafter is inextricably linked to the presentation of their work. This research contributes to a broader understanding of how craft is adapted and marketed in the digital age, highlighting the role of social media in shaping contemporary craft practices and crafters’ identities.