On Instagram, a photo of this egg gets over 50 million likes; marketers weigh options

On Instagram, it's often hard to tell when a physical item is appearing in the context of a product placement, or because it happened to be in the frame, or because the photographer genuinely likes it. Authenticity on social media continues to be a problem, especially on Facebook, where the social network seems to be fighting a daily battle against international propaganda efforts.

So did the EGG GANG's photo of an egg on Instagram (download for iOS or Android) rise to become the most popular image in the history of the app because it was just a refreshingly ironic counter to the platform's ubiquitous product messaging and endorsements? Or is there more to this picture?

It's hard to say; the account owner has remained anonymous, but they've added three more egg photos since the beginning of the month, showing a progression of cracks spreading across it. We're evidently being prepared for a reveal, but what?

According to CNBC, several advertisers have been pondering the possibility of working with EGG GANG for promotional deal, with one particularly excitable ad executive telling The Atlantic that this was a bigger opportunity than the Super Bowl. (Disclosure: CBS, the broadcaster for this year's Super Bowl, also owns Download.com.)

CNBC also notes that many Instagram accounts have popped up claiming to know or represent EGG GANG, but EGG GANG has yet to confirm any of these associations. But we do know that this account sells merchandise, and 10 percent of the proceeds have gone to mental health charities.

The Atlantic also mulls the possibility of someone partnering with EGG GANG to announce their intent to run for president in 2020. Kamala Harris, Cory Booker, Kirsten Gillibrand, Elizabeth Warren and several other high-profile Democrats have already said they're going to run, but many others are speculated to be considering their own candidacy. (Donald Trump filed to run in January 2017, and no other Republican has decided to challenge him yet.)

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