Why are our idols creating finstas?

More and more, we see our idols using secondary social media accounts alongside their main profiles. In portugal, examples like T-Rex, Agir, Rafael Leão and Richie Campbell show this trend clearly, appearing under different names on their finstas. But why are these pages created in the first place? The answer is simple: these artists feel an increasing need to connect with their fans in a more authentic way, to share everyday moments and give a glimpse of the behind-the-scenes of their lives.

Their main accounts, on the other hand, are usually much more controlled - often managed together with agents and teams, and influenced by sponsorships, image agreements and communication strategies. These profiles are polished, professional and carefully curated.

Finstas, however, offer complete freedom: spontaneous spaces with no filters or strict rules, where they can simply be themselves. And the truth is, fans want exactly that - to see the person behind the artist, without heavy edits or carefully crafted perfection, just authenticity.

It’s a growing trend that reflects a rising demand for a more real, unfiltered and genuinely personal digital presence.