The world of social media has gone crackers – for an egg.
Kylie Jenner has been left with egg on her face after her record for most number of likes on an Instagram post has been beaten comprehensively – by a simple picture of the breakfast favourite.
The youngest member of the Kardashian-Jenner clan was the previous record holder with 18 million likes for a picture of her newborn daughter, Stormi, announcing her much-speculated-about birth.
However, on January 4, with little fanfare, @world_egg_record posted a stock image of a egg with the caption: “Let’s set a world record together and get the most-liked post on Instagram.”
The world obliged and, at the time of writing, the post had an amazing 45 million likes – prompting Jenner to retaliate by posting a video of her frying an egg on the pavement.
But why was it so successful?
Well, nobody is quite sure – but we’ll have a go at unscrambling the secret of its success.
One reason could be the celebrity backlash – tired of carefully posed shots of rich people living beautiful (filtered) lives, the Instagram generation has revolted.
Or maybe it’s the whole idea of belonging – everyone wants to be involved, even if there’s no benefit whatsoever to them.
Even the anonymous creator of the post is at a loss, telling The Independent newspaper: “I wish I could tell you how I managed to get the egg photo to go viral but I’m still working that out myself. It’s been a whirlwind week and I’ve just been running with it.”
We can’t promise such an egg-ceptional result, but if you’d like to hatch a plan to give your social media a boost, throw us a bone on 01325 486666 or email firstname.lastname@example.org