Digital technologies are changing our understanding of ethical emulation. In this article, Matthew Dennis proposes that some social media technologies have given rise to a strikingly new set of ethical ideals, often concerned with the ideal of self-cultivation. While there is relatively little philosophical discussion of these kinds of ideals, Dennis suggests that scrutiny of Friedrich Nietzsche's ethical philosophy offers a guiding account of why the ideal of self-directed character change is important. He concludes by speculating on how the digital affordances of social media technologies will change the way in which ethical exemplars influence future generations.