A humble egg has just cracked the most-liked record on Instagram (sorry in advance for all egg-ceptional puns). It began as seemingly just another wayward social media campaign, the Instagram handle @world_record_egg began its life on January 4 by posting a single picture, alongside a single caption.
The picture was a simple, unassuming brown egg. The caption read: "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."
An inadequate contender it may have seemed, but get it, it did.
The egg underdog has inexplicably racked up the likes over the past week, and at the time of writing, the picture has well and truly cracked its goal, sitting at 22.5 million likes. The page itself now has a following of 2.1m egg-cited fans - which is actually relatively small fry compared to Jenner's 123m legion of followers.
Jenner's picture, which previously held the most-liked title, announced her daughter's name alongside a picture of infant and mother holding hands. It held onto the title for almost a year, after being posted on February 7 2018.
But it wouldn't be social media without a public response, and Jenner has been quick to serve that up (quite literally).
The social media star took to Instagram immediately after the news was announced, videoing herself cracking an egg on the pavement outside, with the caption: "take that little egg".
Understandably, the whole saga has spawned many offspring, hoping to reenact the humble brown oval's success: we now have the true heavyweights of the @world_record_egg_yolk_, @world_record_toiletpaper9, and the completely uninspired @egg_wrld_record - featuring the exact same egg, on the exact same journey - to contend with.
Now, please excuse us, as we take our scrambled brains and make a quick social media egg-xit for a while.