With a whopping 48.3 million likes on Instagram, 19-year-old Ishan Goel fuelled the success of the stock photo of an egg that beat Kylie Jenner's post which has 18 million likes.
If you are active on social media platforms, you are sure to have seen quite a few posts and messages on setting a world record with the most 'liked' post on Instagram, beating the current world record held by Kylie Jenner (18 million likes).
The post in question - the picture of an egg. Yes! An egg.
And guess who made it that popular? A 19-year-old Indian-origin brand marketing strategist Ishan Goel identified the potential of the post and shared it on Reddit and his network. Since then, the egg has been liked by 48.3 million people, and is now officially the most liked post on the internet.
The photo was posted on Instagram on January 4 by an anonymous UK-based Instagram account @world_record_egg with an active following of 7.7 million followers.
Reacting to the viral post, the Massachusetts-based marketing strategist told FEMAIL in an interview,
I won't go into too many specifics about the secret sauce, but I can say that I worked to garner attention for the page on Reddit, reached out to media really early on, and told all of the celebrities and influencers in my network to help push it. I would like to give all credit to the chicken who laid this egg. They were the spark. I was the gasoline.
As per media reports, the viral photo was photographed by Sergey Platonov and was actually a stock image. So far, the egg has also made it to the cover page of a digital issue of Paper Magazine.
The idea that an inanimate object can connect so many people is a testament to the fact that people love to root for the underdog. Celebrities wield so much power and influence, and an egg uniting so many people is a powerful commentary on social media's impact on society today. Social media has given celebrities this sort of omnipotence.