The cultural significance of a World Cup was captured in very modern terms four years ago when a post from Lionel Messi in the aftermath of Argentina’s final win over France attracted more likes than any other on the Instagram platform. A total of 74.7million users have pressed the heart button, which is 15m more than any other post in Instagram’s history. A post from Messi cradling the World Cup trophy, uploaded two days later, also attracted an implausible 53m likes.