The 15-year-old YouTuber Emma Marie’s video “The ultimate VSCO sleepover,” posted in July, has been viewed more than 1.3 million times. In it, seven of Emma’s friends come over to spend the night on her backyard trampoline, which has been overlaid with tapestries, pillows, fuzzy blankets and warm string lights. The décor is not an original concept; it’s based on an Instagram photo, one that is emblematic of an extremely online visual identity.

“I know VSCO is just an app and you can’t actually be, like, a ‘VSCO person,’” Emma says in the video. “It just became a thing.” (She and her friends move the party inside shortly after setting up, because mosquitoes.)