Instagram likes are usually dominated by the rich and famous, who kindly give us regular updates on the smoothie they're drinking or how things are going on their private jet.
Sometimes we might even be lucky enough to find an #ad, which makes us all very happy because we know that, with the very act of that post reaching us, they make even more money. Yay!
However, every now and then, we get something special that manages to break the mould.
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Last time, it was a humble egg that dethroned Kylie Jenner from the Instagram likes top spot.
But now there's something equally simple taking on the Insta-elite: a tree.
On Earth Day (Mon 22 April), a picture of a tiny tree was posted by Canadian sustainable apparel brand tentree, who pledged to plant 500,000 trees if the image managed to rack up five million likes.
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But the reaction surpassed what the company thought the tree was capable of, and the goal was achieved in less than 24 hours.
Off the back of that success, tentree then raised the stakes - pledging to plant one million trees if the post reached 20m likes by Arbor Day - a holiday encouraging people to plant trees - on 26 April.
That has given the tree the viral push it needs, and it's now become the fourth most liked post on Instagram of all time, with 14.5m likes... and counting.
This means the tree has already beaten a photo announcing Justin Bieber's engagement to Hailey Baldwin (13.5m likes), a snap of Selena Gomez with her pals (14.3m likes), and Cristiano Ronaldo revealing the birth of his child (11.4m likes), among others.
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As the fourth most liked photo, the tree sits behind XXXtentacion's final image posted before his death (14.4m likes), Kylie Jenner's first photo of her daughter (18.7m likes) and the world record-breaking egg (53.3m likes).
Mind you, if the tree reaches its 20m likes goal, it would beat every single one of Kylie Jenner's Instagram photos - including the one announcing the birth of daughter Stormi.
For every 10 likes the post receives, tentree has committed to planting one tree at dedicated planting sites in West Papua, Indonesia - a global conservation priority and one of the most biodiverse regions on the planet.
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One of the top comments, which has more than 43,000 likes, says: "If an egg can get that many likes, this great cause certainly deserves it."
Head on over to Instagram and use that double tap for a good cause.
Featured Image Credit: InstagramTopics: Environment, Instagram, News, Kylie Jenner