The world’s most popular Instagram post finally has a purpose: to promote the US streaming platform, Hulu.
On Friday, the @world_record_egg account, which now has 9.8m followers, posted an image of a cracked egg complete football laces alongside the caption: “The wait is over. All will be revealed this Sunday following the Super Bowl. Watch it first, only on @hulu.”
The mysterious egg made headlines in January when it overtook Kylie Jenner to become the most-liked photo ever on the platform, garnering more than 25 million likes in just 10 days after it was posted alongside the caption: “Let’s set a world record together and get the most liked post on Instagram.”
The original image, which was posted on 4 January, now has more than 51m likes; Jenner’s post, which showed her newborn daughter holding her finger, held the previous record with 18m likes.
Little was known about the account that posted the image of the egg up until now.
“I’m an individual living in London”, the account holder told The Independent shortly after the image went viral.
At the time, the person, who goes by pseudonym Eugene the egg, was fairly vague with regards to their plans for the future.
“What’s next for the egg? I’ve got a few ideas. Stay tuned,” they said.
The post has already been valued at more than £250,000 by influencer marketing agency Pulse Advertising & Talent Management, a figure which is likely to increase as the account acquires more followers.
On Thursday, The Atlantic reported that the anonymous account holder was working with Jerry Media, the controversial social media agency behind Fyre Festival.
It’s not yet clear in what capacity Hulu will be working with @world_record_egg, but, as the latest post teases, all will be revealed on Super Bowl Sunday on 3 February.