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#EggGang: Brands take a crack at the world’s most-liked Instagram photo

After the Bird box challenge and #10YearChallenge, the latest social media hype was the viral egg which is now the most-liked Instagram photo.

This prompted brands such as Sentosa to jump on the hype with a Facebook post of a egg on a vacation. The caption read, “After being tapped 44 million times, even record-cracking eggs need a mini vacation”. This was done in collaboration between Sentosa Development Corporation’s digital team and BBH.

In a statement to Marketing, a Sentosa spokesperson said that the team is on the lookout for trends to extend its brand and connect with its audiences. “The egg trend gave the team an opportunity to ‘crack’ some fun and inject a reminder on the importance of taking a ‘break’, no matter how busy one may be. Sentosa’s brand and value proposition, as Singapore’s holiday island, allowed us to play with this idea,” the spokesperson added.

According to Sentosa, the content appealed more to a younger demographic, attributing it to the the higher engagement rate – over 10,000 likes and almost 100 comments – garnered on Instagram. “At Sentosa, we don’t attempt to ‘newsjack’ every trending topic. When considering what trends to jump on, we carefully evaluate the content to ensure that we remain authentic, thus allowing us to put out content that is relevant to the brand, while at the same time engaging our audiences,” the spokesperson said.

If you aren’t familiar with the viral history of egg picture, we’ve got you covered. On January 5, 2019, a mysterious photograph of an egg surfaced on Instagram, under the username @world_record_egg (which is now officially verified). The account features only one photograph—of an egg on a white background—which is captioned: “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.”

Kylie Jenner, a “self-made” 21-year-old in history and a social media sensation in her own right, had shared an Instagram picture of her daughter, Stormi Webster clutching a finger. This came right after Jenner went off radar on social media, concealing her pregnancy. The photo was quick to garner over 18 million likes, breaking the record for the most-liked post on the platform—which was then held by soccer player Cristiano Ronaldo, whose post (also a baby announcement) had just over 11 million likes.

Considering Jenner’s post had over seven million more likes than its predecessor, people expected it’d take something monumental to break the record all over again. And that is when netizens chose to circulate the egg picture to go viral.

Here are other brands that wanted in on the hype:

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