This chapter explores the self-representation of the wives or daughters of gubernatorial candidates in Coahuila, Mexico, during the 2023 electoral campaign through Instagram stories. The study examines how these potential first ladies utilized this platform to construct public personas and influence political perceptions. Focusing on Paola Rodríguez, Cecilia Guadiana, and Marlenne de Mejía, the analysis highlights their use of digital tools to communicate roles such as escort, altruist, political advisor, or celebrity. Findings reveal that video was the predominant format, with most content being amateur or reposted, aiming to emphasize authenticity and accessibility. Political proposals were largely absent, with less than 5% of the stories addressing substantive policy issues. Instead, the candidates adopted depoliticized and humanized approaches, showcasing personal traits and altruistic activities, such as advocating for social causes. These strategies aimed to resonate emotionally with audiences rather than engaging in detailed political discourse. Differences emerged among the profiles: Rodríguez focused on traditional spousal support, Guadiana leaned toward political advisory roles, and Mejía presented herself as an influencer championing social issues. The chapter concludes that Instagram stories have become a key platform for crafting relatable political identities while reflecting broader societal expectations of gender roles in politics.