This study aims to examine how a businesses' use of the social media platform Instagram can affect the way their employees perceive their own ability to contribute within the business and interact with colleagues, which may affect the companies organizational culture. This study has been conducted through empirical research collected from interviews held with employees of a travel agency which actively uses Instagram. The results show that the company's use of Instagram has an effect upon their employees and, if one places this in relation with the theories utilized in this study, one can say that Instagram is perceived as an artifact that can function as a channel for expressing the organizational culture of the company.