In 2025’s digital landscape, Instagram has become a visual playground where virality meets emotion, where a single photo can spark global conversation within moments. The most liked Instagram post ever tells a lot more than just a story—it reflects shifting cultural moments, powerful fan bases, and the strength of social media marketing. Let’s dive into the top contenders for the most liked posts on Instagram (as of 2025), and explore the stories, strategies, and social signals behind them.

1. Lionel Messi Lifts the World Cup

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Number of Likes: 75 million 

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Context: 

Messi’s iconic celebration photo after Argentina's World Cup victory held the crown for quite some time — and for good reason. It combined a historic sports moment with a deeply emotional narrative, uniting football fans and casual users alike in celebration.

Takeaways: 

Posts that capture real, raw human emotion, especially during historic or highly anticipated events, tend to resonate the most. For brands, tapping into emotional storytelling can significantly boost engagement.

Leo Messi Snuggles with the World Cup

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Number of Likes: 54.1 million

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Context: 

After the epic 2022 World Cup win, Messi shared a carousel of him cradling the trophy like a baby which was an emotional, intimate look at a dream fulfilled.

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Takeaways: 

Emotion makes any social media post timeless. Fans love seeing larger-than-life figures in vulnerable, human moments. Personal, candid content drives high engagement and authentic connections. 

Leo Messi Flies with the World Cup

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Number of Likes: 41.5 million

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Context: 

Another post from the World Cup celebration, this one featured Messi holding the trophy mid-flight. It radiated triumph and joy.

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Takeaways: 

Following up a major event with more behind-the-scenes moments keeps the momentum going — and the likes piling up. Businesses can use this tactic during new launches to create a social media hype. 

2. Self-Portrait of an Egg

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Number of Likes: 60.9 million 

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Context: 

In 2019, an unassuming egg photo went viral. The post was fueled by community-powered virality, no brand, no celebrity, and no context.

Takeaways: 

The egg proved that community engagement trumps content sometimes. With a compelling narrative or collective mission, even the simplest visuals can outperform celebrity-driven content.

3. Messi & Ronaldo Go Head-to-Head

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Number of Likes: 41.8 million 

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Context: 

Two football GOATs, one frame, and a luxury brand? Instant engagement. This post wasn't just another campaign — it symbolized sportsmanship, legacy, and elite branding, making it one of the most liked posts on Instagram.

Takeaways: 

Collaborations fuel reach. Strategic partnerships of your brand with relevant others enables your post to appeal to a broader audience, leveraging social proof and word-of-mouth (WoM) marketing. 

4. 3-year-old Singing Sensation

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Number of Likes: 37.3 million 

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Context: 

A heart-melting video of a toddler singing “My Heart Will Go On” by Celine Dion went massively viral for its innocence, charm, and emotional delivery. It created a wholesome, natural moment of talent that resonated with millions.

Takeaways: 

Content that brings genuine joy or awe often outperforms even celebrity posts. Don't underestimate how powerful emotional relatability is to form a loyal customer base who keep coming back for more.

5. XXXTentacion’s Last Post

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Number of Likes: 33.6 million 

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Context: 

Posted just before the rapper’s untimely death, this haunting image became a place for fans to grieve and remember. The post gained traction posthumously, becoming a symbol of legacy, loss and love from fans. 

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Takeaways: 

When tragedy strikes, final posts can become memorials — driving massive engagement and emotional connection with your customers. For brands, this also highlights the importance of legacy messaging and the emotional weight of final communications, for instance, when you are announcing a leadership change. 

6. The Fire Sunset

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Number of Likes: 33.6 million

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Context: 

A stunning reel of a fiery sunset, often cited as nature’s Instagram flex. Sometimes simplicity stuns.

Takeaways: 

Visual aesthetics still rule. Beautiful, high-quality visuals can compete with even the most high-profile accounts, driving visibility and engagement with your brand's profile.

7. Farewell to Pele 

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Number of Likes: 31.8 million 

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Context: 

Football’s biggest icons (Cristiano Ronaldo and Lionel Messi) paid a heartfelt tribute to Pele after his passing with nostalgic posts that sparked global respect.

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Takeaways: 

In moments of loss, heartfelt posts connect communities. Authenticity matters more than polish. While jumping on a discussion that is gaining traction, don’t forget to be true to your brand values and social responsibility. 

8. The Ultimate Spider-Man Reunion

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Number of Likes: 25 million 

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Context: 

Tom Holland, Tobey Maguire, and Andrew Garfield came together to recreate the iconic Spider-Man pointing meme, thrilling fans across generations.

Takeaways: 

Tap into fan culture, shared memories, or iconic moments for explosive engagement. Analyze what your audience likes to see on their screens and create content aligned with those. 

9. Kylie Announces Her Second Pregnancy

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Number of Likes: 22.3 million 

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Context: 

Kylie Jenner revealed her second pregnancy with a cinematic, heartfelt video, drawing massive attention from fans and media alike.

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Takeaways: 

Personal milestones, especially when presented with storytelling, consistently drive viral reactions. Don’t hesitate to celebrate the milestones of your business with your most loyal customers, for instance, with mega sales. 

Kylie Posts First Photo of Stormi

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Number of Likes: 17.8 million 

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Context: 

The first photo of baby Stormi shared by Kylie Jenner broke records with just a picture of a mother holding her daughter’s tiny hand. Simplicity and emotional pull – a massive glocal ripple. 

Takeaways: 

Intimate and understated posts can have a powerful impact when they reveal something fans deeply care about.

10. Happy Birthday!

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Number of Likes: 26.2 million 

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Context: 

Fans love real-life relationships, especially when they involve two beloved stars. Zendaya’s heartfelt birthday post for Tom Holland was casual and sweet, hitting all the right notes for her audience.

Takeaways: 

Genuine connection builds loyalty, and drives likes, shares, and saves. Whether it’s between partners, teammates, or collaborators, showing real appreciation humanizes public figures — and boosts engagement.

Why Do These Posts Matter For Your Brand?

As a brand or creator looking to build engagement, the most liked Instagram post isn't just fun trivia. It can be a masterclass in viral communication. Here are a few key patterns:

• Emotional storytelling performs exceptionally well.
• Simplistic, to-the-point content can sometimes outshine polished production.
• Cultural and social relevance adds fuel to the fire, on a global level.
• Strategic collaborations and real relationships resonate deeply with audiences.
• Timeliness is everything. The right post at the right moment can boost views by multitudes.

Final Thoughts

For brands and creators, the lesson is clear. You don’t need a celebrity face or a massive ad budget to go viral. Instead, you need real stories, a pulse on your audience’s emotions, and the boldness to be human. With the right social listening tool, you can identify trending topics, viral patterns, and cultural flashpoints before they peak. Combine storytelling with strategy to turn your next post into a cultural moment.