This study examines how public libraries in Sweden use Instagram. It focuses on what parts of the daily operations that are highlighted in their communication on the socialmedia platform, and what kind of different library roles that can be identified via the communication. The instagram feeds of three different public libraries were analyzed using aqualitative content analysis method and the theoretical perspective used to analyze the results was the Four Spacemodel. The results showed that the majority of the published Instagram posts referred to various activities taking place in the physical library, both past and upcoming. Bookrecommendations was the second most frequent category of posts. The different library roles identified in the communication are first and foremost connected to inspiration and education. The results are interpreted as if the libraries aim to create possibilities for the users to broaden their horizons in several different ways. This makes them a competitor to other actors in the experience oriented society of today.