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Library/Meme & format/The World Record Egg
Grade A22 sourcesHIS-01578

The World Record Egg

Meme & format · 2019 · Notable

56Editable slideCertificate

An egg photo beat Kylie Jenner’s Instagram record and reached 55.7 million likes.

Original · Chris Godfrey; photograph by Serghei Platanov

Mental Health America

@MentalHealthAm · Feb 4, 2019

We did not develop it actually! They reached out to us via email and asked if it was okay to refer to our resources. We didn’t even know what the big reveal was!

120
Post · @MentalHealthAm on X
Just An Egg 🥚 on Instagram: "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 🙌…
Just An Egg 🥚 on Instagram
Hulu-_-Instagram-_-World-Record-Egg
Variety
Messi lifting World Cup becomes most liked Instagram post ever
Guinness World Records
Egg photo breaks Kylie Jenner's record for most liked image on Instagram
Guinness World Records

Spread Score

How it works
Reach37Contagion65Breadth80Velocity87Longevity2356

Numbers

Seed to milestone
9 days
Jan 4 ’19 to Jan 13 ’19
Platforms
6
Started on Instagram
Origin
Seeded
Culture (no sector)

Mechanics

  • PairingPrimary
  • Response chain
  • Mystery & lore
  • Platform jump
  • Press loop

How it spread

Trace the origin

An egg photo asked Instagram users to beat Kylie Jenner’s likes record. Reddit posts and press carried the challenge; Jenner replied after it won. The creators then offered shirts and made a paid Hulu reveal about mental health.

Documented milestone; not a measured attention peak.

Wikipedia views · Google searchesOct ’18Feb ’19AprJulJun ’20Jun ’21Jun ’22Apr ’23SepApr ’24JunMilestoneInstagramRedditPressXRetailOpen web
InstagramRedditPressXRetailOpen web

13 more events on this chart

Join free to see them

Timeline (16)

  1. January 2019

    @world_record_egg seed · Jan 4 ’19

    The account posted an egg photo and asked users to beat Kylie Jenner’s Instagram likes record.[1][2]

    Just An Egg 🥚 on Instagram: "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 🙌…
    Open the first post ↗

  2. demesmank / r/madlads platform jump · Jan 10 ’19

    A Reddit user shared a screenshot of the egg challenge on r/madlads.[3]

  3. BuzzFeed News press · Jan 13 ’19

    BuzzFeed News covered the challenge before it broke the record and reported nearly 13 million likes.[4]

  1. milestone · Jan 13 ’19

  2. platform jump · Jan 14 ’19

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Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 12 sourced numbers and 22 sources. Start with a free account.

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Origin
Seeded
Sector
Culture (no sector)
Region
GB
Reported figure
—
Evidence
Grade A

Spread the same way

Music · YouTube · 201562

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Adele

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New cases, every week

How the next thing spread, the week it does.