The Egg That Broke the Internet (And Why It Worked)
Who would have thought that a simple photo of an egg could become the most powerful piece of content in social media history? Back in January 2019, an Instagram account called @world_record_egg posted an image of a bird egg with the caption “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)!” What happened next was nothing short of extraordinary.
The post quickly reached 18.4 million likes in just under 10 days, becoming the most-liked Instagram post at the time. It then continued to rise over 45 million likes in the next 48 hours, surpassing the “Despacito” music video and taking the world record for the most-liked online post (on any media platform) in history. But here’s the kicker – it wasn’t just any professional photographer or celebrity who made this happen.
Kylie Jenner’s response was pure gold: she posted a video on Instagram of her cracking open an egg and pouring its yolk onto the ground, with the caption “Take that little egg.” Even she couldn’t help but get involved in the viral moment that dethroned her.
The egg worked because it had no bad connotations. Kylie Jenner had 18 million likes, but there were more than 18 million people out there who’d want to go up against her. Sometimes the simplest rebellion is the most powerful one.
The Rise of “Food as Content”
Before the egg broke the internet, food had already become the ultimate content currency on social media. Social media food trends are more influential than ever, reshaping how consumers interact with food and drink. Platforms like Instagram, TikTok, YouTube, and Facebook have elevated food content into a multi-billion-dollar arena, dictating choices and driving revenues. It’s wild to think that what you eat for breakfast could be influenced by a 15-second TikTok you saw while scrolling.
According to a GlobalData Consumer Survey, 35% of Gen Z say that social media directly influences their food choices. Your grandmother’s recipe book has been replaced by your phone’s algorithm. We’re now living in a world where Instagram posts on chaos cakes surge by 45.36% and 90% of consumers research restaurants online before dining, with 37% relying on social media to find new dining spots.
Social media shapes food trends by spotlighting visually striking, easy-to-make, or culturally diverse dishes. Algorithms favor engaging, shareable content, turning a simple recipe into a global phenomenon. Think about it – when was the last time you tried a new recipe that didn’t come from your social media feed?
The transformation is remarkable. Emily Mariko’s big break on social media came with her rice bowl with salmon video, which went viral and generated a total of over 25 million views. Since then, she’s turned her initial success into millions of followers, creating a variety of simple but delicious recipes. Food isn’t just sustenance anymore – it’s entertainment, inspiration, and identity all rolled into one perfectly filtered package.
When Food Becomes Activism
But here’s where things get really interesting. Food content on social media has evolved beyond just pretty pictures and viral recipes. The Instagram egg account later used its platform to promote mental health awareness, with a Hulu reveal that showed the egg cracking with the caption “Recently I’ve started to crack, the pressure of social media is getting to me. If you’re struggling too, talk to someone.” That’s powerful stuff – using a simple egg to tackle serious mental health issues.
Some videos focused on “recession” or “budget” meals and recipes have cropped up on TikTok in recent months. They demonstrate how to make dishes that will help viewers stretch a dollar, featuring ingredients that are inexpensive. One TikTok user has been sharing multiple videos showing how to cook affordable, filling “recession recipes” that draw from recipes from the Depression, past recessions and wartime. Food activism isn’t just about politics – it’s about survival, community, and sharing resources.
In response to growing concerns about the environmental movement, sustainable gastronomy has become a focal point of social media food trends. From zero-waste cooking techniques to eco-friendly packaging solutions, food creators are championing sustainable practices and raising awareness about the environmental impact of food production and consumption. Your lunch choice can now be a statement about your values.
The egg phenomenon was ultimately an anti-establishment campaign. It was amazing that Kylie Jenner got involved herself. Sometimes the most effective activism is the simplest – just showing that regular people can have more power than celebrities when they work together.
The Dark Side: Clout vs. Quality
But let’s be real – not everything that goes viral is worth your attention or your health. Social media is flooded with health influencers, but not all advice is created equal. Misinformation about food and nutrition can spread fast, disguised as expert advice. The same platforms that brought us the harmless egg also amplify dangerous nutrition myths and unqualified “experts.”
Health and wellness gurus, or self-proclaimed experts, utilize social media platforms to garner attention through compelling narratives, build audience followings, and influence public opinion by sharing (often) misleading information about food and nutrition. It’s the classic trade-off between entertainment and education, and guess which one usually wins?
In terms of healthfulness, 83% of the products/brands (87% of brands and 82% of products) promoted were classified as less healthy. Social media influencers play a substantial role in promoting unhealthy food products to children, primarily fast food items. The numbers don’t lie – the algorithm rewards engagement, not nutritional value.
Clout chasing can damage a personal or brand’s reputation in the long run. If the pursuit of attention leads to negative press or public backlash, a clout chaser’s short-term gains can quickly be outweighed by long-term losses. The pressure to create viral content can push creators to prioritize shock value over substance.
But here’s the thing about that original egg – it succeeded because it was authentic in its simplicity. It wasn’t our egg. It was everyone else’s egg. The best social media food moments aren’t about individual fame or quick cash grabs. They’re about bringing people together, whether it’s through shared rebellion, community support, or just the simple joy of discovering something delicious.
So the next time you see a food trend taking over your feed, ask yourself: is this bringing people together or just chasing clout? Because in a world where an egg can beat a Kardashian, maybe the real power lies in keeping things simple and real.
