. >> reporter: herman's owner, david yip, a 37-year-old bachelor, an overworked sales manager who says this little pooch changed his life. >> he's the first dog i've ever had. i was in a client's office last year. they asked me to dogsit a couple of weeks when they went on family vacation. when he had to go home i was a little bummed out. lucky, he was the last left out of the litter. >> reporter: david rediscovered his youthful love of photography. >> i started taking pictures of him. >> reporter: a two-pound puppy. >> the pictures started getting popular so i started his own instagram. people started liking it online. >> reporter: boom, an instagram star is born. it's the secret sauce to social success. one part adorable pet, two parts cute clothing, three parts great lighting. and voila, a pic made for instagram. of course you have to top i game. "hey, what's cooking? "posing with great goose, "who wants to pawty with me?" sitting at the "nightline" even correspond desk? really, you have to be this cute all the time? >> good captioning is important. it's telling a story, still givin