The Egg that Beat Kylie Jenner’s Instagram Record Is Starting To Crack

Does this mean another world record, or just a marketing ploy?
IMAGE Instagram: @world_record_egg

As far as Instagram world records go, an ordinary, little brown egg currently holds the title of the most liked photo in the social media platform—with over 50.6 million likes.

Its aim was straightforward. The first post was captioned: “Let’s set a world record together and get the most liked post on Instagram. Beating the current world record held by Kylie Jenner (18 million)!”

Soon enough, it did dethrone Kylie Jenner’s post of the birth announcement of daughter Stormi Webster from February 2018.

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A post shared by EGG GANG ???? (@world_record_egg) on

The Instagram post of the unassuming egg, which was just a stock photo, by the way, was uploaded on January 4 by an unknown UK-based user who goes by the handle @world_record_egg. The post got so popular that in just three weeks it has racked up almost three times that of Jenner’s previous record.

Now what?

The account now has 8.7 million followers as of writing and has gotten itself its tiny blue check mark beside its handle, indicating that it has been “verified” by Instagram.

Following the success of its initial intention, which was to outright win the world record for the most liked photo, @world_record_egg has posted two more photos this week with a four-day gap in between.

The two photos are uncaptioned, but they are still of the same brown egg except that they now have noticeable cracks at its upper left portion. The more recent one, which was posted today, has more cracks than the other, suggesting a hidden storyline and begs the question: what will be the big reveal?

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A post shared by EGG GANG ???? (@world_record_egg) on

A marketing strategy?

It looks like the whole thing is more than just a one-time campaign. What seemed like an unpremeditated posting of a humble egg asking Instagram for likes is now slowly unraveling into something more of a strategized operation to promote something else.

“As obscene as it may sound, this egg may be a huge marketing ploy which could radically change the future of marketing,” writes Bianca Miller Cole in her Forbes article published on January 21.

Cole pointed out how social media has changed the world of marketing, and how it has become one of the biggest advancements in the industry. If used correctly, the online platforms and tools brought by social media will be able to help brands reach way more people compared to traditional marketing schemes.

And to her, that’s what the egg is poised to do anytime soon.

If a simple brown egg could reach over 50 million people in under a month, just imagine what else it would be able to do if the people behind the whole thing play their cards right.

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