Talk about egging someone on. A stock photo of a nondescript brown egg has been liked over 35 million times since it was uploaded on Jan 5, dethroning Kylie Jenner’s birth announcement as the app’s most popular post.
The account behind the photo, @world_record_egg, has only posted the one photo. Along the way, the account also racked up 4.7 million followers.
The caption accompanying the photo had defined its goal clearly from the get go. "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 #LikeTheEgg #EggSoldiers #EggGang"
With close to 36 million likes, the photo has nearly twice as many likes as the former most-liked photo: Kylie Jenner’s birth announcement of her baby daughter Stormi, posted last February.
In retaliation, Jenner jokingly reposted a video of her cracking an egg on a hot asphalt road, with the caption “Take that little egg”.
The account follows exactly 926 people; a heady mix of American musicians, meme accounts, cable news channels and regular teenagers.
Business publication Forbes reportedly spoke to the owner of the account over email, though they declined to reveal their identity.
“I thought it would be an interesting experiment to try and beat the record with something as basic as possible,” said Eugene Egg, the mysterious person behind the egg post, who declined to share their real identity over email.
“Which led to me deciding on the egg. I guess it’s also a comment on celebrity culture and how fragile and easily cracked it is (pun intended). But really I just thought it would be funny if something as simple as an egg could take the crown.”
Barring the Fiji water girl at the Golden Globes, who turned out to be a planted marketing ploy, the unnamed egg is 2019’s first social media star.
At press time, the egg has not been available for comment.
While the social media sensation is bizarre, we’re sure it’s but the first of a puzzling year ahead in meme culture.