Transcript for How this Long Island salesman became an Instagram star

St message cc1 Test message Tank Sinatra has a million followers. Why is he working a day job? He said accepting cash on his account would be a betrayal of his fans. Here's our sorries social stars. We're going to make a meme. Okay. I'll have the human breast. That's funny. When you run away from home for attention and you get it. Reporter: He's the social media sensation behind one of the most hilarious Instagram accounts with over 800,000 followers. When your girlfriend finds tank Sinatra. Good one. Reporter: George resh, better known as tank Sinatra is the last guy you'd ever expect to find internet fame. This father of two from suburban Long Island has a knack for turning the most simple picture into comedic gold. I look at thousands of pictures a day. And how many do you end up choosing of those thousands? I usually post between four and six times a day. Reporter: Like this image of bill and Hillary Clinton walking into the inauguration. When you're fighting in the car the entire way to the restaurant and now you gotta go in and act like it's all good. Or this apt description of lady gaga's epic super bowl half-time performance and that feeling we've all had after spending a little too much around the holidays. He's part of a growing number of people finding success creating and sharing viral memes on the internet. What is a meme? A meme today is basically a concept or an idea that spreads across a culture or society. If there's a non-human object like a dog that's expressing something that could be construed as a human emotion, I'll gravitate towards that. Reporter: The internet is a weird and wonderful place. It can be hard to pinpoint the ingredients. What catches people's attention? This is like the more true to form definition of a meme. Something like salt Bae. ??? ??? He was just doing his thing. He was just being who he was, and somebody saw is that video and was like, whoa. There was a picture of him with Leonardo Dicaprio. I feel like Leo had to see what this guy was doing. Reporter: Another contender for biggest meme celebrity of 2017 so far. This 13-year-old guest on the Dr. Phil show. Now notoriously known as the catch me outside girl. Catch me outside, how about that. Her video has been viewed hundreds of millions of times, and has even been the inspiration for remixes like this one. The juxtaposition of her being who she was with Dr. Phil being who he was, I think that's what made that so funny. As I quickly learned, creating original meme humor is harder than you might think. This is good. I like this. There's so much expression going on. I would say, this is like, when my husband asks, are you mad? When you try and console her and tell her to calm down at the same time. It can't be three words, but it can't be a hundred words. I like to give a situation and then the way you would feel about it. Reporter: George has had a life-long love for making people laugh. Evening dipping his toes into stand-up comedy a decade ago. A pretty funny story about -- Reporter: But it was short-lived, deciding to pursue a decidedly unfunny career instead. I sell fence for a fence company that my friend started. I have a lot of downtime. I'm waiting for appointments, an appointment just finished. I'm in the car the majority of the day. Reporter: So is that where you come up with these memes? That's where I'm making them, yeah. Reporter: Two years ago, his page caught the eye of the fat jewish who quickly started reposting tank's original content, including this homage to Beyonce. I got a thrill out of it and I wanted that feeling more. Reporter: Instagrammers like the fat jewish and others have built lucrative businesses around their accounts, posting advertisements and endorsing products. Let's talk about the money. Because people are trying to figure out how to monetize the huge followings they have. The offers are not so attractive that I can't say no. What are you getting? 1500 bucks, a thousand bucks. For you to post their products? Their contents. Reporter: Besides a thousand dollars a week, he says he's turned down most advertising offers. If I'm taking that trust that I built with my followers and I'm totally violating that by throwing up an ad for something that has nothing to do with me, I feel like it's not worth the money for me. Reporter: But he has received some cool perks along the way. After posting a meme about red bull, the company began sending him free cases of the drink. Thank you. Reporter: There's one thing he'll be promoting for sure, his new book. Tell me about the new book. Happy is the new rich. The book is essentially a collection of thoughts. I was never like obsessed with making more money or getting a bigger house or getting nicer clothes. My thing was always, how can I enjoy what I have more now? That's why this page has come to mean so much now. I feel like giving people an escape even for a second is a service that I can provide. Next here, an all-cat

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