What is the most “liked” post on Instagram. Surprisingly, it is not a celebrity picture or a life-changing quote or a perfectly timed photographic marvel. Instead, it is an image of a single egg. Yes, the humble egg. The post last checked has an astounding 53 million likes. Even after it created the record for the most-liked post on Instagram, it continues to feature in the list of 10 most “liked” post ever on the medium. The other most “liked” images are from the account of immensely popular celebrities ( Christina Ronaldo or Robert Downy Jr.) and because of their massive fan- following, it’s understandable that their “posts” will get several “likes. ”
The post managed to become the most “liked” post ever on Instagram in a period of fewer than two months. And unlike many other viral things of the past like ice bucket or kiki challenge which had big media writing about it, this post didn’t get any vast media attention, at least not during the process of it becoming hit. So in that sense, the spreading of the message could be indeed said to be viral-like spread from one- to- one and one- to- many users,
So what makes this post on the egg so “likable”? This post might be a good case for curious marketers and trend spotters to understand what made this image turn into a massively popular viral phenomenon.
Trying to understand the stickiness and virality of this post through the prism of recent theories on the subject, propounded by experts and researchers, doesn’t lead to any satisfying answer.
According to Dan Heath & Chip Heath- author of Made to Stick and researchers of the reasons behind things going viral or sticking in audience psyche, a right combination of the following components contributes towards making an idea sticky:-
1.Simple 2.Unexpected 3.Credible 4.Concrete 4.Emotional 5.Stories
Let’s apply this postulation on this post. The post in the discussion of the egg is admittedly simple, but it doesn’t have a “story.” It is certainly not unexpected. It is not emotional by any definition ( unless it is the only thing that you eat). There is nothing which suggests that it is concrete or credible ( the account just had one picture when this image became a sensational hit).
Another researcher of the subject- Derek Thompson, suggests a different perspective on the idea of “virality.” As per Derek Thompson, almost nothing becomes viral on its own. The opinions and thing which are often termed as viral are just better -than- average ideas propped by something which he refers to as dark broadcast points. These dark broadcast points could be already hit medium or celebrities ( having their base millions of fans) tweeting or talking about it. In terms of reach and impact, these dark broadcast points operate similar to regular broadcasters (TV or Print) but often aren’t considered mainstream, and their role often goes unnoticed in the scripting of “viral” success stories. But even this theory doesn’t explain the humungous following of the humble egg. The post of the egg wasn’t shared or endorsed by celebrities, and as such, it is difficult to attribute its massive audience to any dark broadcast point. (Maybe they are too faint to be identified. If you know something about them, do throw some light in the comments)
Was the egg image on Instagram just way too cool to be ignored? Maybe, yes. But what could be “cool” about an egg? In sociology, coolness is defined as positive rebellion. Perhaps the image of the egg was a rebel action against the perfect world of Instagram inhabited by fantastic, spectacular, and ideal imagery. Maybe this was the rebellion of the simplicity against the grandiose.
So what do you think could be a reason (s) for this phenomenon.
Could it be possible that there is no pattern or success recipe which can be ascribed to this egg? I think its quite possible. It may be that hits and successes are not representative of any phenomenon, formula, or pattern. They must be just exceptions or outliers.
Any lesson for marketers? Just try to make the best product, best communication, and best plan. Do not try to make “viral” things. Post-event analysis of successful ideas might suggest some workable pattern, but in reality, there is no formula for virality.
