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Broken egg

Instagram’s world record breaking egg revealed as mental health campaign

Broken egg

Instagram’s world record breaking egg revealed as mental health campaign

The mysterious egg post on Instagram, which is the social media site’s most liked post of all time, has finally been revealed to be part of a mental health awareness drive.

Last month, the account @world_record_egg was created on popular photo-sharing platform Instagram and the only image that appeared on the account was a stock image of an egg. Furthermore, the caption alongside the picture wanted to generate as many likes as possible in order to break the record for the most liked Instagram post.

It was not long before the account took off and within 10 days, it managed to break Kylie Jenner’s record for the most liked image on the site. At the time of writing, the original egg image had generated over 52 million likes, smashing the previous best of 18 million.

However, it seems that there was another reason for the egg’s appearance on the social site. Over the course of the last few weeks, there have been a couple more images of eggs added to the account. Eagle-eyed followers will notice that each picture shows the egg cracking. On Saturday, an image appeared of an egg with an American football look about it, with a caption stating that all would be revealed after the Super Bowl, which took place in the early hours of Sunday morning over here in the UK.


The final post, a video, was first premiered on streaming site Hulu as part of its Super Bowl coverage, but quickly made its way to the egg’s Instagram page. The video shows the egg coming to life and feeling the pressures of social media, causing it to crack.


Furthermore, in the video, the broken egg states that if others are feeling the same way then they should talk to someone about it, giving a link to a site containing the details of many mental health services, charities and organisations across the world.

In the build-up to the big reveal, there had been plenty of speculation about who was behind the account, whether it had a secondary purpose other than being the most liked picture on the site, and how it managed to reach as big an audience as it did so quickly.

In the process of generating its 52 million likes, the account managed to attain 10 million followers, making it a huge platform with a massive reach.

Among the speculation was a suggestion that the account was a marketing campaign for a large company that had even purchased followers, but Chris Godfrey, a British advertising executive, has claimed that he created it alongside two other people and that the sole aim of the account was to get as many likes as possible.

Alan Littler
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