Some celebs prefer narcissistic selfies. Some like to post pics of any freebies that come their way in an attempt to keep PR flacks happy, and the gift stream flowing.
Others tend to (cut and) post words of wisdom or spiritual proverbs (not their own, obvs) in a bid tosound caring/sensitive/intelligent/wise, but only manage vacuous and cliched.
And of course, foodie felons - those who cannot go past eating a restaurant meal without photographing it - reveal a deep-seated insecurity to prove they eat out, while the rest of us are having beans on toast at home.
Then there are those who provide a real public service. The ones who show a self-deprecating insight into the person behind the celeb façade. The ones who post interesting images, revealing images, funny images.
Hockey star - check. Dating All Black and helicopter pilot Richie McCaw - check. Proving you're the country's top WAG by posing in front of a chopper with the skipper arm-in-arm yesterday - check. Are we envious much?
Patrick Gower
Asking all the tough questions.
Sonny Bill Williams
Buff. Shirtless. In the changing room. Hello, need I say more? SBW tells us he had an "awesome experience with these guys #counties". But, c'mon, all we see is a bunch of hunks wearing very little. You're welcome.
Guy Montgomery
Comedian who likes to embrace his inner chambermaid.
Kerry-Lee Dewing
She's blonde, bronzed, and rocked a hot bikini ON NATIONAL TELEVISION. And posted outtake pics.
Hannah Laity
Move over Chrissy Teigen, there's a new fun-loving, self-deprecating plus-one online. Hannah is the better half of All Black Beauden Barrett, and we've developed a girl crush. Not many topics are off limits for this real girl... including cow diarrhoea.
Rachel Hunter
Because she turned 45 last month ... and she looks like THIS.
Max Key
The First Son regularly posts pics with his old man on his Instagram feed. We like that he's not ashamed to be daddy's little boy.
