Amalia Ulman’s Instagram performance Excellences & Perfections (2014) was hailed as the first Instagram masterpiece. Unusually for an artwork, it begins in a clandestine fashion on 20 April 2014. The performance was discreetly but enigmatically introduced into Ulman’s existing Instagram feed. When Ulman was interviewed in 2015 following the revelation of her fictional production, it was in the context of a well-established literary genre – the diary. To use the epistolary form of the diary to discuss Ulman’s work instantly gets to the heart of the project – the unreliable narrator and suspect self-presentation. Ulman has said that she wanted to underscore the idea of the unreliable self-reporting of social media. This chapter analyses Excellences & Perfections in this light.