This study aims to discuss the role of self reality show online - concept developed at the research that deals with the auto exposure of microcelebrities on the Internet - at the appropriation of healthy food consumption practices among users of Instagram, starting from observing the expansion of the construct of healthiness, represented by the healthy lifestyle. Through the Grounded Theory methodology, comments made in publications related to healthy eating, belonging to @carolbuffara and @mimisfranzoni, are analyzed according to the TF coding process and systematized into categories and memos. The interpretation of the initial empiricism already points out that opinion, transformed into criteria of legitimacy, and the supposed horizontality of networked interactions favor the diffusion of a lifestyle permeated by health and well being and widespread at the social networks on the Internet by digital influencers.