On January 4th, 2019, the @world_record_egg Instagram page uploaded a photograph of a brown egg along with the description “Let’s set a world record together and get the most liked post on Instagram” (shown below). Within 10 days, the post gained over 28.3 million likes, overtaking the previous most-liked post published by Kylie Jenner in February 2018.
On January 10th, Redditor demesmank submitted a screenshot of the Instagram post with 336,712 likes to /r/madlads. Within 72 hours, the post gathered more than 39,000 points (88% upvoted) and 490 comments on the subreddit.
On January 13th, The New York Times published an article about the Instagram post titled “An Egg, Just a Regular Egg, Is Instagram’s Most-Liked Post Ever.” Meanwhile, Redditor iGotEDfromaComercial submitted an image juxtaposing the egg post with Kylie Jenner’s Instagram post, comparing their respective likes (shown below). Within 14 hours, the post received upwards of 90,400 points (93% upvoted) and 1,500 comments on /r/madlads.
That day, Kylie Jenner tweeted a video of herself cracking an egg on the ground in response to the egg post (shown below).
Also on January 13th, the @theworldrecordnut Instagram feed posted a photograph of a pistachio, along with a call for viewers to help the post become the most-liked post on the platform (shown below). Meanwhile, a similar post was made by @world_record.hen, featuring a photograph of a chicken. Within 16 hours, the post received more than 18,500 likes. The following day, Redditor Apricot-tree submitted a post asking “What is up with the egg picture on Instagram gaining so many likes?” to /r/OutOfTheLoop, where it received upwards of 2,400 points (91% upvoted) and 270 comments that day.