The article introduces the results of the research on the English Instagram advertising posts in terms of network folklore. Folklore, its forms, characteristic features and peculiarities of its performance are discovered in the paper. Since one of the current popular folklore forms is network folklore, the article reveals its distinctive features, such as variability, collectiveness, reproduction multiplicity, formularcity, improvisation and others as the ground of network folklore forms classification. The authors divide the forms into three groups: crowd-forms, polycode and communicative ones. The article explains folklore forms identification and provides their examples. The research is based on the network folklore modern investigations by M. D. Alekseevskii, V. P. Rukomoinikova, D. A. Radchenko, Bronner, J. Simon, K. Wiebe, T. Meder, V. Krawczyk-Wasilewska, and others. Special attention is paid to the semantic, syntactic and phonological aspects of advertising Instagram posts language. Key peculiarities at each language level are revealed and interpreted. Linguistic and cultural features of English Instagram folklore as a kind of the network folklore are observed. They include hyperbolizing, metaphorization, use of compound words and neologisms, as well as interrogations and negations together with syntax entries. The authors come to the conclusion that verbal representation of the network folklore has its own characteristic features, which can be explained by a large amount of the Internet content and the desire of the communicants to distinguish them from the crowd and to become memorable for the reader. It is achieved by linguistic devices inherent not only to the spoken but also to the written language for example, syntax entries and onomatopoeia inherent to the spoken language and elliptical constructions together with alliteration inherent to the written language.