Novel forms of social media created 'by-and-for' women offer potentially new ways of communicating and constructing sex education. In this paper, we consider how Instagram is being used by sex educators to deploy discourses of resistance and erotics to educate about sex. Our method consisted of a combined critical discourse (CDA) and content analysis of Instagram posts (n = 200) from a small sample of influential feminist/queer sex education accounts that use informative text and illustration-based posts. Framed by Carmody's concept of ethical erotics, we identify four discursive categories in such Instagram content: pleasure positivity; communication and dynamic consent; sex as an experience not a performance; and challenging heteronormative constructions of sex. We argue that the affordances of Instagram provide a platform for the promotion of sex education that centres pleasure and ethical erotics to rectify limited and harmful heteronormative representations of sexuality.