For people on social media there is a possibility to create their own identity and choose which sides of themselves they want to reproduce. It is of interest to examine which sides people choose to emphasize in this context. The purpose of this study is to investigate the visible and invisible aspects of identity represented on the Instagram account Humans of New York. By analyzing both the images and which people were represented, but also the underlying identity aspects and patterns found in the stories of people in the captions.These sides of our identity, in other words, identity aspects, are important when we design our public identity on social media. Study results shows that white men of working age are the identity aspects that occur the most. This study shows clear patterns of socio-economic background, sexuality and religion as underlying identity aspects.