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It’s this photo of an egg on Instagram, with over 55 million likes 👍
Heard about it via a case study in Brainiac, where it’s included as an example of the Von Restorff Effect, which basically says that things that go against the norm tend to attract lots of attention.
Mimicry comes at a cost. What might seem like a safe choice in a boardroom will most likely be a waste of money. Advertising that feels safe or familiar is actually quite risky.
Everyone else on Instagram was posting flashy lifestyle photos. That was the zig. A simple photo of an egg was the zag, something completely different and therefore remarkable 😲
Take a look at what your competitors are doing. Could you do something completely different that would help you stand out?
(More info about the egg on Wikipedia)
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