Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about a certain egg that has gone viral on Instagram and what it could mean for social media marketing.
Have you seen this egg? You probably have, even if you’re not sure where the post originated. It went viral on Instagram and has even shown up in the news and on talk shows for having gotten more likes on Instagram than any other post (if you’re not aware, that title had previously been held by Kylie Jenner’s post of her baby). This is the kind of attention every social media marketer dreams of – so how did they do it?
I have long touted the use of relevant hashtags to increase your post’s visibility, but it doesn’t look like that was a significant part of the strategy here. They used a total of three hashtags in this post: #LikeTheEgg #EggSoldiers and #EggGang
I can’t imagine anyone searching for any of those terms, although now, because they’re all linked to this post, they’ve exploded in popularity as everyone on Instagram (and everywhere else) is talking about this miraculous egg.
OK, so hashtags were not their secret weapon. What about tags? I always recommend my clients reach out to social media influencers in their industry as an important part of their content strategy, including tagging them in their posts, but that doesn’t appear to have been it either, because they didn’t tag anyone in their post – although they did mentioned Kylie Jenner, which could have been enough to cause their picture to come up in searches of her. The egg is so unlike anything else she has posted or that gets posted about her, it no doubt stood out, prompting people to click on the photo to see what it was all about. When they read the comment that went along with the post, they were no doubt amused enough to click on the little heart beneath the photo, which brings me to my next point…
Ask for What You Want
Sometimes the secret to getting what you want really is jut as simple as asking for it. The comment that went along with this photo was simply: “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”
That’s it. That was all they wanted that post to accomplish and it did. They’re not trying to sell anything (the account that posted is anonymous and doesn’t appear to sell any products or services that I could find), they were just trying to set a record and they asked everyone on Instagram to help out.
Although they may not have tagged any influencers in their post, they did make a point of following some major influencers on Instagram, including Buzzfeed, Cardi B, 50 Cent, Chris Brown, Kevin Hart, The Rock, Miley Cyrus, and many others. Whether they started following these people before or after their post went viral, it’s impossible to tell now, but never underestimate the power of a well-crafted following. If they managed to get the attention of these powerful people, there’s no doubt it would have been immensely helpful to them in reaching their goal.
Getting the Ball Rolling
As I’ve mentioned before on this blog, getting likes and comments on your posts helps increase the visibility of those posts because the algorithm assumes that, if people are liking and commenting on those posts, then they must be valuable, so it makes those posts more visible. I think this is a perfect example of how that part of the algorithm is flawed, and yet the post did succeed in getting more than 50.4 million likes and almost 3,000,000 comments as of the writing of this post. As people cheered @world_record_egg on to their goal, they liked and commented on the photo, thereby making it more likely that other people would see the post, like and comment on it, and so on.
This is a fascinating example of the power of social media marketing, but we’re still left with one question: why? Why did whoever posted this bother? They succeeded, not only in achieving their goal, but in drawing international attention to their post. But like I said, they don’t appear to be selling anything and no one knows who’s behind the account, so why did they bother?
We’ll never know. It could be a social media marketer practicing their craft. Or it could just be someone who was bored. Come back next week to see how a small business marketer could have turned this attention into dollars.
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