Instagram isn’t just a photo-sharing app anymore—it’s a cultural barometer. The posts that rack up millions (or tens of millions) of likes often reflect what people care about, laugh at, or feel deeply connected to. But what does it take to earn the title of the most liked Instagram post? You might be surprised by what tops the list—and what doesn’t.
In this post, we’ll break down the five most-liked Instagram posts of all time, as of 2025, explore why each went viral, and help you uncover what brands and creators can learn from them.
1. Lionel Messi’s World Cup Victory (75M+ likes)
The most liked Instagram post of all time belongs to Lionel Messi. Shared in December 2022, his post celebrated Argentina’s World Cup victory and featured a carousel of emotional, high-quality images—him holding the trophy, embracing teammates, and smiling with fans. It was more than a sports update; it was a historic and heartfelt moment that fans around the world had waited years to see.
What made this post so successful was the timing and emotion behind it. It went live just hours after the final match, while fans were still buzzing with adrenaline. Even those who weren’t die-hard soccer fans were drawn to the human side of the story—persistence, triumph, and legacy. From a marketing perspective, the takeaway is simple: Emotional milestones connect. Whether you’re launching a product or celebrating a business win, capturing the moment authentically and posting at the right time can dramatically boost your reach and engagement.
2. The Instagram Egg (55M+ likes)
Sometimes, the internet just wants to have fun. That’s exactly what happened in 2019 when a stock photo of a plain brown egg—yes, an egg—became a global sensation. Posted by the @world_record_egg account, the image set out with one simple goal: to beat Kylie Jenner’s most liked post. No filters, no fame, no brand partnerships. Just an egg and a challenge.
And it worked. In a matter of days, the egg became the most liked Instagram post on the platform. Why? Because it was unexpected, funny, and strangely satisfying. People joined in for the joke, the mission, and the sense of community. Later, the account used its popularity to promote mental health awareness, giving the whole stunt even more meaning. For brands, this shows the power of simplicity and community engagement. You don’t always need polish or celebrity status—sometimes you just need an idea that brings people together.
3. Billie Eilish Goes Blonde (29M+ likes)
In 2021, Billie Eilish surprised her fans by revealing a brand-new look: platinum blonde hair. The transformation was drastic, especially for someone known for her neon green roots and edgy style. The photo itself was a polished studio shot, but what made it viral was the element of surprise and the symbolic message behind it.
For fans, this post marked the start of a new chapter in Billie’s music and identity. It instantly sparked conversations about reinvention, confidence, and personal growth. From a brand perspective, this is a great reminder that your audience wants to be part of your evolution. Whether it’s a rebrand, product launch, or new direction, visual change paired with authenticity can capture attention and build excitement. It doesn’t need to be loud—just intentional and bold.
4. Zendaya’s Birthday Post by Tom Holland (28M+ likes)
Tom Holland’s birthday tribute to Zendaya quickly earned a spot among the most liked Instagram posts because of its simplicity, warmth, and relatability. The photo was a behind-the-scenes moment—Tom and Zendaya together on a film set—and the caption was short and sweet. No overthinking. Just a genuine message to someone he cares about.
Fans loved the authenticity. It didn’t feel curated or promotional—it felt personal. That’s exactly why it worked. Brands often feel the need to polish every post, but the truth is that relatable, human moments can perform just as well—if not better. Whether it’s celebrating a team member, sharing a client win, or spotlighting a meaningful partnership, showing a softer, more human side of your business builds trust and loyalty.
5. Chadwick Boseman’s Family Announces His Passing (21M+ likes)
In 2020, the world was stunned by the announcement of Chadwick Boseman’s passing after a private battle with cancer. The post, written by his family, contained no photo—just a black-and-white text message sharing the news, honoring his strength, and highlighting the legacy he left behind. It was raw, quiet, and deeply moving.
This post became one of the most liked Instagram posts of all time because it reflected a shared moment of global grief and respect. It didn’t rely on visuals or hashtags—it connected through truth. For marketers, this is a powerful reminder that social media isn’t just about promotion. It’s a platform for storytelling, reflection, and human connection. There are times to sell, and there are times to pause, honor, and support your community.
Common Threads Between These Posts
What do these very different posts have in common? They all hit emotional, visual, and cultural chords. Each post resonated with people in a real way—whether through joy, loss, humor, or surprise. They were timely, visually impactful (or purposefully simple), and deeply human.
Here are a few consistent themes that stand out across the most liked Instagram posts:
- Emotional connection: Whether it was celebrating a victory, mourning a loss, or sharing love and gratitude, each post made people feel something. Emotion drives interaction—and when people feel, they engage.
- Timing that matched the moment: Posts that were shared during major cultural or emotional moments saw massive engagement. From a World Cup final to a personal transformation, hitting “post” at the right time matters more than most people think.
- Visual simplicity or impact: The egg was a plain photo. Billie’s hair transformation was bold but clean. Tom and Zendaya’s image was casual and real. These posts weren’t cluttered. They focused on a single, strong visual message.
- Relatability or authenticity: Each post felt real. Even when it involved a celebrity, the content didn’t feel forced or overly produced. It felt personal—and that’s what makes people stop scrolling.
- Cultural relevance: These moments didn’t just exist in a vacuum. They were tied to trends, emotions, or shared experiences that people were already talking about. Relevance helps content move faster and farther.
That’s the secret behind the most liked Instagram post—it makes people care. And when they care, they interact. Not because they’re being sold something, but because they’re invited into a moment.
What Brands Can Learn From These Posts
Just because you aren’t a celebrity doesn’t mean your content can’t go viral—or at least resonate more deeply. There’s a lot that brands, creators, and even small businesses can learn from the most liked Instagram posts.
Here’s what stands out for marketers:
- Be human, not perfect: People don’t want polished all the time. They want connection. Show your people, your stories, and your behind-the-scenes. Let your audience in.
- Use emotion to your advantage: Whether you’re launching a product, celebrating a milestone, or sharing a client win, find the emotional hook. What’s the story behind the photo? How does this moment matter?
- Simplify your visuals: A clean, single-subject image often performs better than a busy, overdesigned one. Less noise means more focus—and more likes.
- Lean into timing: Don’t sit on content for weeks. Share when the moment is fresh. If something relevant is happening in your industry, your city, or your audience’s world, jump in.
- Create curiosity or surprise: A transformation, a reveal, or even a creative twist can pull people in. Make them stop and look twice.
- Encourage meaningful interaction: Ask questions in your captions. Start a conversation in your comments. Show appreciation when people respond. Engagement fuels visibility.
- Tell the story, not just the headline: Pair your visual with a thoughtful caption that gives context, adds heart, or shares something relatable. People don’t just like a picture—they like the why behind it.
When you focus on connection over promotion, everything changes. You may not reach 75 million likes, but your audience will feel more invested in what you share—and that’s the kind of growth that matters.
Final Thoughts
The most liked Instagram post ever isn’t just a fun trivia stat. It’s proof that timing, simplicity, emotion, and storytelling are the foundation of great content. Whether it’s a global win or a personal moment, the connection you create matters.
If you’re tired of posting without results, we can help. Our marketing agency works with brands and creators to build content strategies that are designed to engage—and meant to last. Need help planning your content? Want to create posts that connect? Contact us today, and let’s turn your next post into your best one yet.
