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The egg-straordinary tale of Instagram’s most popular post


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 info@harveyandhugo.com

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