This article has cherry picked these photos, if you look at Emma Chamberlain's instagram for instance you will see many 'typical' instagram photos that you would see on a girl with millions of followers - it's just that they are occasionally interspersed by a silly photo of two.

https://www.instagram.com/_emmachamberlain

There's nothing wrong with that this of course, I have no problem with people posting whatever they want. I just think the article is overstating the shift in content.