Every day we construct our ideal image on social networks: flattering angles, filters and post-processing, expensive things in the frame, non-random coincidences and transparent hints of successful success. Over the twelve years of its existence, Instagram has become something more than just an online album with photographs as a keepsake - it teaches you to feel and dream, shaping not only your observation, but also the very objects of desire. Researcher of media and celebrity culture Katya Kolpinets figured out how images of an ideal life were formed on Instagram, how they subjugated society and what this says about ourselves. What does your dream apartment/travel/relationship/job look like? Why do successful Instagram bloggers become role models for millions of followers? How did reality TV become the harbinger of social media? How did fighting patterns turn into yet another pattern? At the center of “Formula of Dreams” is a comical discrepancy between the external and internal, the cherished dreams of millennials and the problems of modern society, in which everyone must be “visible” in order to participate in the economy of likes and shares. Instagram and Facebook belong to the company Meta, which is recognized as extremist in the Russian Federation and is prohibited. The publishing design is preserved in PDF A4 format.