It was the least relevant but most important news of the day last Sunday, when a picture of an egg beat the world record for most Instagram post likes, knocking Kylie Jenner off the top of list as the previous title holder. The movement was short lived, but gathered people from around the world to unite behind a common goal: for no reason, let’s make this egg famous.

Going viral with social media marketing is tricky, because you have to spark interest in your audience and get them motivated to rally behind something. So often things that go viral seem ridiculous, but there is a purpose underneath the absurdity. Creating awareness for your brand and introducing yourself to a larger crowd of people cannot be underestimated. After all, how will anyone consider buying your products or services if they are not aware you exist?

What is your egg and how can you reach out to the world? If you’re stuck, let’s figure out a strategy together!