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Three days of the “egg” record on Instagram: merch, memes, attempts to repeat success, the author of the stock image distributes the interview

As a comic post, it has become a world phenomenon that can bring hundreds of thousands of dollars to the account creator.

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January 14, 2019 Instagram has updated the photo-record holder for the number of likes in the service. Earlier in the first place was a snapshot of the newborn daughter of the model Kylie Jenner. Now – a stock photo of a chicken egg, published from an account created 10 days before setting a record.

The success achieved with the support of millions of users of social networks is unusual for Instagram, where the focus is on celebrities, not jokes and flash mobs. Now other posts are trying to repeat the success of the eggs, they come up with jokes on social networks, and the creator of the account is predicted to make a big profit from advertising or selling a profile.

Brief history of the record

The official version is this: a user who introduced himself to the media as Eugene, sat at home and leafed through articles on the Internet, until he came across a list of the 20 most popular Instagram photos in the entire history of the service. Among the authors of the pictures are some celebrities: Kylie Jenner (18 million likes), singer Justin Bieber (13 million), rapper XXXTentacion (13 million), football player Cristiano Ronaldo (12 million) and others.

Eugene wanted to break the record for the stars with a simple snapshot. Therefore, he bought a picture on the photo stock, created an account, and on January 4, he published a photo on Instagram calling for overtaking Kylie Jenner by joint efforts.


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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

A post shared by EGG GANG 🌍 (@world_record_egg) on

As is the case with many loud records in social networks of recent years, it happened thanks to a massive flash mob of users. On Instagram, Twitter and Reddit they were asked to like the egg and spread the information further. January 14 photo of a chicken egg has become the most popular in the history of the service. And by January 17, she gained 47 million likes.

“It may seem that this is a social statement about celebrities and how fragile their fame is (like the shell of an egg). But in fact, I just thought it would be fun to set the record with some unremarkable photo, ”added Eugene.

The authors of the Instagram post and the egg photo – who are they?

The author of the account communicates with the media on behalf of “Eugene Egg” (Eugene Egg, egg – “egg” in English), but most likely this is his unreal name. Buzzfeed, he said that Henrietta is leading on Instagram. But to all journalists, the anonymous author reported that he lives in London.

But the name of the photographer who took the picture of that egg is precisely known. It turned out to be a Russian Sergey Platonov, who since 2009 uploads his photos to the stock website Shutterstock. Platonov has many similar works in his portfolio : croissants on a white background, sandwiches on a white background, caviar on a white background, cookies on a white background. But only the egg photo has become world famous.

After the record on Instagram, Platonov gave an interview to Forbes and Insiderpublications . “My task was to make a simple photo of an egg. I would never have thought that it would become a sensation. It’s just an egg, ”he said. The photographer took the picture back in 2015, and until recently did not know about its popularity. In this situation, the story resembles a story with a photographer who took a stock picture with the “wrong guy.”

Platonov is not under a delusion about his contribution to the social network record: in his opinion, the quality of the photo did not affect anything here.

[perfectpullquote align=”full” bordertop=”false” cite=”” link=”” color=”” class=”” size=””]I do not quite understand what people could find in this egg. Instead of my photo there could have been any other, and the effect would most likely be the same.[/perfectpullquote]
Sergey Platonov

Can a record bring the author of the account profit

By January 17, the world_record_egg account has a verification from Instagram, more than seven million subscribers — and only one photo. Recode edition began to think : will the authors to profit from the popularity? According to journalists, the advertising publication would bring profile creators at least $ 250 thousand.

Experts were also waiting for the next step. “If I had led an account, then my next post would be an advertisement. The authors of the profile won the lottery and received a screen in Times Square, only on Instagram, ”said Brat head of the company Darren Lehtman.

Later in the world_record_egg really appeared advertising, but not a third-party product, and its store merch. T-shirts, sweatshirts – the most expensive thing costs $ 32 (about 2 thousand rubles). 10% of each purchase goes to charity. The author of the egg photo, Sergey Platonov, noted that he was not contacted regarding the use of the image in the clothing collection.

From record to memo

In the first days after reaching 18 million likes, “The Egg-World Record Holder” was the main reason for jokes in social networks. Some of them concerned the “irreconcilable war” of the authors of the account with Kylie Jenner. Jenner herself, after giving up the egg to the top of the list of popular photos, published a video clip where she broke the egg on the ground.

"Who wins: a celebrity or a freaking egg"
“Who wins: a celebrity or a freaking egg”
“Will we find intelligent life? Maybe here on Earth? Maybe this man? / And you saw the photo of the egg in the Inst … / The search continues “
“Fucking Egg / Internet / Kylie Jenner”
“Fucking Egg / Internet / Kylie Jenner”

Other celebrities responded to the record. And if the author of “Game of Thrones” George Martin boasted of his “dragon egg”, then Michael Tyson had to ask subscribers not to send him a meme, where a boxer tattoo is stuffed on the egg.

“I also have a famous egg”

“Stop sending me that shit.”


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Living in 2019 when egg photo gets more likes then Kylie Jenner I feel world is ready to meet the EggWoman Support her please, she wants to have a record amount of likes on my account #liketheegg #eggsoldiers #egggang #TheEggWoman

A post shared by Sveta Bilyalova (@svetabily) on

Do not stand aside and brands.

“Egg has more influence than us. RIP

“Like this egg and help us break the Internet”

“We have been in this game before”

“Combined egg with flashmob„ 2009/2019 “, because why not!”

Also in social networks, there were attempts to repeat the success of the egg. One account asked users to help him break the record for retweets on Twitter (in three days, almost a million retweets had accumulated). Others tried to achieve their other shots.

Video blogger PewDiePie offered to arrange a “revenge”: make Kylie Jenner’s photo the most popular on Twitter. Not yet.

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