> Alright, let's find Johnny's account. Who does he follow? Huh, it looks like he only follows friends and family. Or at least, these contacts seem to be friends and family, I'm not sure if they all are not; he has a lot of friends that look and act just like him. These could be celebrities in his world for all I know. I'll find if there are any big accounts later. What words does he use, what kind of photos does he post? How can I find all these people?

> I could just look at the people that Johnny follows. But there's probably a lot of friends and family; I know he follows me and I'm not the target audience. But who else does he follow? Who are the big hipster Instagram accounts? Not like Humans of New York hipster - that's too "mainstream."

> Here's a picture of a lake. Hashtags #lake. Very understated. Not much going there, not much to work with.

> Here's one with him in it. Oh wow, he's cobbling his own shoes. Uses the #artisan hashtag. Let's check that out.

> Eh, this looks mediocre at best. The first few photos are someone making chainmail, remodeling their house, etc. Not as targeted as I would have thought. Back to Johnny.

> Family photo. Next.

> Oh very interesting. He's got on a suit from goodwill - that fits him really well. Hashtag #dapper. #Dapper - that's very interesting. That's very GQ. Not as artisan-y, but let's check it out.

> Wow. These guys are all obsessed with clothes. Weird clothes. This dude made a coat out of hair extensions. That might be too crazy for Johnny, but crazily enough it seems to fit our niche. Whoa, how does this photo have 13,000 likes? Let's check this dude out.

> Yeah, this guy is the type. He and Johnny would hang out and talk about clothes. This is the person we want. If we look at his posts the hashtag I see again and again is #dapper. And there are millions of Johnnys using that keyword. Here they are - the perfect market of people we want to reach.

So perhaps that is a little bit annoying, but If you take that apart and look at where the stream of consciousness started, you'll find a few things.