If someone asked me “Hey Jordan, if you had to guess, what picture do you think has the most likes on Instagram?” I would say with little doubt that it is a picture of some world-famous supermodel or celebrity. Until recently, my assumption would have been correct. In recent years Beyoncé (with 11+ million likes) and then Kylie Jenner (with 18+ million likes) have held the title of “most liked picture on Instagram”.
The account that took over this record came as a surprise to all Instagram users. On January 4th, 2019 an account named “world_record_egg” posted a picture of a plain looking brown egg coated with small freckles. The accompanying caption states “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)! We got this!”
To everyone’s surprise, the picture took off! Within nine days of the picture being posted, it broke Ms. Jenner’s record. A little over a month after being posted, the picture has received more than 52 million likes and the account has over 10 million followers.
This lighthearted story proves an important point that is important for all members involved in the marketing community. Godfrey has made it clear that the growth of the egg was “completely organic” and has a young demographic to thank for its’ success. The lesson? There is no key to succeeding in grabbing the publics’ eye. There is no logical reason that a picture of an egg should have more likes than a world-famous celebrity, yet here we are. It’s not always about the budget or the product. Sometimes a creative idea can be more powerful than you’d ever expect.
What are your thoughts on this social media breakthrough? Share your thoughts below in the comments section!