They are trying to be authenthic and natural, because the "Instagram influencer" became a cultural trope thats too easily recognized(a polished walking ad): the

They are trying to be authenthic and natural, because the "Instagram influencer" became a cultural trope thats too easily recognized(a polished walking ad): they are pretending to be indie, quirky and non-mainstream - capturing the DiY aesthethic to use as prop to establish their "common man" persona.