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A photo of a brown egg similar to this was posted to the account.

@world_record_egg is an account on the social media platform Instagram, notable for becoming a global phenomenon and an internet meme within days of its creation. It holds the world record for both the most-liked Instagram post[1] and most liked online post on any media platform in history.


On 4 January 2019, the @world_record_egg account was created, and posted an image of a bird egg with the caption, "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."[2] Kylie Jenner's previous record, the first photo of her daughter Stormi, had garnered a total of 18.4 million likes.[3][4] Jenner broke an egg to celebrate her being overtaken.[5]

The post quickly reached 18.4 million likes in just under 10 days, becoming the most-liked Instagram post of all time. It then continued to rise over 45 million likes in the next 48 hours, surpassing the "Despacito" music video, the most-liked video on YouTube, and taking the world record for the most liked online post (on any media platform) in history.[6][7]

The account currently has 8.6 million followers, but its owners are unknown, asserting on their story they do not manage any other accounts. The Washington Post determined they live in London.[8] The account became verified on 14 January 2019. The post's rise in popularity and likes garnered coverage in various media outlets.[9][10][7][11]

As of 21 January 2019, the post has accumulated 50.3 million likes, more than double the previous record of 18.4 million. It continues to post frequent updates in the form of Instagram Stories.[no citations needed here]

On 13 January 2019, a Twitter account was set up with the goal to receive the most retweets of any tweet. The current record is held by a post by Japanese billionaire Yusaku Maezawa, which has garnered over 5 million retweets.[12]

The creators of the egg and the website are subject to intense searches to discover their identity.[13] On 17 January 2019, TooFab revealed that a marketing expert named Ishan Goel was responsible for taking the post viral. Goel would not disclose the identity of the account creator. [14] He did reveal in a rough way why he believes the project succeeded, and gave insights on his formula.[15]

It has been characterized as a populist backlash against "consumerism."[16]

However, propelled by their popular success, the creators have promised to cash in to a merchandising opportunity, releasing 'egg-centric' memorabilia; thereby adopting the corporate culture the effort seemed to implicitly reject.[17]

On 18 January 2019, the account posted a second picture of an egg, almost identical to the first one apart from a small crack on the top left hand edge. As of 21 January 2019, the post accumulated 7.7 million likes.


In response to breaking the world record for most-liked Instagram post, the account owner wrote "This is madness. What a time to be alive."[8] Hours later, Kylie Jenner posted a video on Instagram of her cracking open an egg and pouring its yolk onto the ground, with the caption: "Take that little egg."[5][18]

Pundits pontificated on the meaning of the egg picture's dominance over social media's "first family." Tapping a heart pictogram is easy, and eggs are lovable. More pointedly:

"[T]he attention economy is a scam based on requiring little to no labor from both producer and consumer despite commanding the most space, and therefore value, in our digital lives... but it very well could be: As a metaphor for the fragility of the influencer ecosystem, the egg has broken the Internet." [19]

The significance of the event and its massive republishing is itself controversial.Template:Efn-ua

A University of Westminster researcher of internet memes, Anastasia Denisova, compares it to the campaign to get a British research vessel named Boaty McBoatface.

The Instagrammer's success is a rare victory for the unpaid viral campaign on social media. "There is a bit of an anti-celebrity revolt here – 'look what we can do with a simple eggTemplate:'"[17]

She suggests that the accomplishment of becoming such a widely heralded unpaid viral post may become increasingly rare, as social networks rely more on paid and business promotion.[17]

See also




  1. Thorne, Dan (14 January 2019). "Egg photo breaks Kylie Jenner's record for most liked image on Instagram". Guinness World Records. http://www.guinnessworldrecords.com/news/2019/1/egg-photo-breaks-kylie-jenners-record-for-most-liked-image-on-instagram-554801. Retrieved 15 January 2019. 
  2. France, Lisa Respers (14 January 2019). "Meet the egg that broke Kylie Jenner's Instagram record". CNN. https://www.cnn.com/2019/01/14/entertainment/egg-kylie-jenner-instagram/index.html. "I, for one, welcome our new embryoverlord." 
  3. Ryan, Jackson. "Instagram's most-liked post is now just an egg, sorry Kylie Jenner" (in en). CNET. https://www.cnet.com/news/instagrams-most-liked-post-is-going-to-be-an-egg-sorry-kylie-jenner/. 
  4. "An Egg, Just a Regular Egg, Is Instagram's Most-Liked Post Ever". The New York Times. 13 January 2019. https://www.nytimes.com/2019/01/13/style/egg-instagram-most-liked.html. Retrieved 15 January 2019. Template:Subscription
  5. 5.0 5.1 "Kylie Jenner's Response to Having Her Instagram Record Smashed by an Egg Is Too Funny". Celebrity Cosmopolitan. 15 January 2019. https://www.yahoo.com/entertainment/kylie-jenners-response-having-her-110300010.html. Retrieved 15 January 2019. 
  6. McIntyre, Hugh (9 August 2017). "Here Are All The Records 'Despacito' Broke On YouTube". Forbes. https://www.forbes.com/sites/hughmcintyre/2017/08/09/here-are-all-the-records-despacito-broke-on-youtube/. Retrieved 14 January 2019. 
  7. 7.0 7.1 Hoffman, Ashley (14 January 2019). "An Egg Has Beaten Kylie Jenner's Record for the Most-Liked Photo on Instagram" (Video). Time. http://time.com/5501749/egg-photo-bests-kylie-jenner-instagram/. Retrieved 18 January 2019. 
  8. 8.0 8.1 Ohlhieser, Abby (14 January 2019). "Congratulations to this egg on becoming Instagram's most-liked post ever". https://www.washingtonpost.com/technology/2019/01/14/congratulations-this-egg-becoming-instagrams-most-liked-post-ever/?utm_term=.c50177e43461. 
  9. Darrah, Nicole (13 January 2019). "Egg beats out Kylie Jenner for most-liked Instagram photo" (in en-US). Fox News. https://www.foxnews.com/tech/egg-beats-out-kylie-jenner-for-most-liked-instagram-photo. 
  10. "An egg plans to dethrone Kylie Jenner as most liked Instagram post" (in en). KSWB-TV. 11 January 2019. https://fox5sandiego.com/2019/01/11/an-egg-plans-to-dethrone-kylie-jenner-as-most-liked-instagram-photo/. 
  11. Funston, Lindsay (14 January 2019). "This Picture Of An Egg Just Beat Kylie Jenner For Most-Liked Instagram Of All Time" (in en-US). https://www.delish.com/food-news/a25881958/egg-most-liked-instagram-photo/. 
  12. Matos, Clinton (15 January 2019). "After cracking an Instagram record, the picture of an egg aims for Twitter". Hypertext. https://www.htxt.co.za/2019/01/15/after-cracking-an-instagram-record-the-picture-of-an-egg-aims-for-twitter/. 
  13. Bryan, Chloe (15 January 2019). "Who's behind the egg that broke the Instagram world record?". Mashable. https://news.yahoo.com/whos-behind-egg-broke-instagram-194311538.html. Retrieved 16 January 2019. 
  14. "Meet 19-Year-Old Viral PR Guru Who Scrambled to Make an Egg Break the Internet (Exclusive) | toofab.com" (in en). http://toofab.com/2019/01/17/world-record-egg-instagram-kylie-jenner-viral-marketing-guru-ishan-goel-exclusive/. 
  15. "Ishan Goel, 19 is the brain behind viral brown egg campaign". rediff.com Rediff. 21 January 2019. https://www.rediff.com/getahead/report/ishan-goel-19-is-the-brain-behind-viral-brown-egg-campaign/20190121.htm. Retrieved 20 January 2019. 
  16. Davis, Ben (15 January 2019). "The World’s Most-Liked Instagram Post Is a Picture of an Egg—And It Hatches a New Age of Conceptual Art for the People". Artnet Worldwide Corporation. https://news.artnet.com/opinion/instagram-egg-1440070. Retrieved 17 January 2019. "It's the viral sensation of the moment. But it has an art-historical precedent." 
  17. 17.0 17.1 17.2 Stokel-Walker, Chris. "Why Instagram's world record egg is the last of a dying breed". Wired. https://www.wired.co.uk/article/instagram-egg-world-record. Retrieved 15 January 2019. "As social networks rely more on paid promotion of content, celebrities realise they can buy their way to virality and big business muscles in, the happenstance viral hit is going to become a rare delight." 
  18. "Kylie on Instagram: "Take that little egg"" (in en). Instagram. https://www.instagram.com/p/BsmPezCnZ4I/. 
  19. Read, Bridget (14 January 2019). "An Egg Beat Kylie Jenner on Instagram". Vogue. https://www.vogue.com/article/world-record-egg-account-beat-kylie-jenner-instagram. Retrieved 19 January 2019.