Blake Lively sent out panic waves when she unfollowed husband Ryan Reynolds on Instagram. Social media was in a tizzy on Tuesday when she also deleted all her photos from her account and unfollowed her celebrity friends as well.

Turns out it was just film promo after all. Lively is promoting her new mystery film, A Simple Favor. Co-starring Anna Kendrick, the film is based on the novel of the same name. It follows Kendrick’s character as she searches for her best friend Emily Nelson (Lively) who goes missing.

Blake had posted an enigmatic question to her followers who are more than 20 million in strength. Along with an illustration of the game of hangman, she later completed the game to spell “What happened to Emily?”. This is also her new bio.

[embed]https://www.instagram.com/p/BiRqOyxATfA/?hl=en&taken-by=blakelively[/embed]

Blake now follows only 28 random people – however, they are all named Emily Nelson!
A Simple Favor stars Lively, Anna Kendrick and Linda Cardellini. The film has Kendrick playing a mommy vlogger who starts investigating her friend Emily’s disappearance. The film is based on a novel by Darcey Bell, which Variety describes as part of the domestic noir genre in the same vein as Gone Girl and The Girl on the Train. Given that both these films were dark and delicious, good things are expected from A Simple Favor as well.

For fans of Blake Lively’s Insta feed, this has been a rather cruel blow. Her Instagram used to be a treasure trove of photographs which gave the world a peep into her daily life. Besides beautiful style pics, her chemistry with husband Ryan Reynolds was also irresistible. Deleting every single pic has been rather an extreme decision. However, when it comes to creating a viral marketing effort, it was worth the sacrifice, we hope!

Incidentally, Lively’s buddy Taylor Swift had pulled off a similar stunt just before she announced her latest album, Reputation. Swift had re-emerged with videos of a slithering snake. We can’t wait to see what Blake has in store!