I think at this point we're all savvy enough to realize that if you want to win the internet, you have a few options. You can take something other people are talking about make something derivative. Of course, a sex tape is always on the table but you have to be a celebrity of some sort (or at the very least, a celebrity's mom). Or you could just f*ck up really bad on camera.
However, you can also do what Instagram user Benny Winfield Jr. aka mrpimpgoodgame did. His formula was simple: Choose an expression, take selfies where you only make that one face, and win Instagram.
I encourage you to take a look at his page (linked above) but here are some highlights.
"The OG" - One of his firsts. A classic.