When @world_record_egg appeared on Instagram, it proposed to beat the record for most liked post. It was just a stock photo of an egg, but within 10 days it had amassed over 53 million likes. Hulu bought the account and used it as a platform to highlight mental health issues related to social media use. The egg started to crack in subsequent posts, finally linking to Mental Health America and other collaborators who provide support services to young people.