This thesis provides an analysis of the content of sponsored posts by six selected Croatian influencers on Instagram, as one of the most popular social media platform, within the context of gender stereotypes. The main goal of this thesis is to identify the role of communication of the selected influencers on Instagram in creating gender stereotypes, while the objectives aim to define the social media platform Instagram, influencer marketing as a popular marketing tool in business communication of companies on Instagram, gender stereotypes as opinions about typical psychological characteristics and behaviours in men and women, as well as the role Instagram as a platform plays in the creation and propagation of gender stereotypes, being one of the fastest growing channel in influencer marketing. Influencers as contemporary creators of opinions on social media work with companies through influencer marketing, which is a popular and profitable way of marketing, given that it is based on the credibility and authenticity of influencers and their trustworthy relationship with online communities. The role of Instagram as a mass media platform which propagates social stereotypes that change under social circumstances is theoretically researched. Upon the analysis of gender stereotypes, which is largely based on categories defined by sociologist Erving Goffman, this thesis concludes that Instagram sustains gender stereotypes by means of various sponsored and user content. The analysis within the empirical part of this thesis confirms that sponsored content by selected influencers contain elements of gender stereotypisation and sexual objectification. In other words, the results of the analysis suggest that visual elements of influencer content contribute to the stereotypical representation of gender in the media.