This chapter examines the well-known Italian actor Alessandro Borghi through the lens of his social media persona. It considers some of the theoretical and methodological issues raised by Borghi’s use of social media, particularly Instagram. It analyses him as a figure who uses social media to negotiate questions of intimacy and fan access, self-branding and promotion, and social activism. The chapter also examines his “reluctant celebrity” as a “contradictory affective state” that is both an effect of privilege and a self-branding opportunity.