Social media can be attributed for the massive uptake in veganism, as seen by the prevalence of veganism among millennials who actively engage in social media. Vegan communities on Instagram and other social media construct their online identity as vegans and advocate lifestyle changes using different techniques, yet ethical vegans tend to be viewed as extreme or forceful. This paper discusses the different techniques vegan influencers on social media use to express their own identity based on their motivations for becoming vegan, as well as advocate their lifestyle. It also explores public reception of such techniques.