The 30-year-old actress’ social media account has been a firm favourite with her 20.4 million followers thanks to her fashion posts and pranks on husband Ryan Reynolds, but users got a shock on Monday when they found her page completely blank.
Her last, now-deleted, post was a photo was of a completed game of hangman, the answer to which was: “What happened to Emily?”.
The cryptic question is also Blake’s new Instagram biography.
That wasn’t the only changes made to the account – which is now missing a profile photo – as the actress is now only following 27 women named Emily Nelson, much to their bemusement.
One shared a screengrab of her Instagram notifications and wrote on Twitter: “Does anyone want to tell me why Blake Lively followed me and had this as a bio. Goodbye cruel world some hacker is anti-Emily, my time has come :-)”. But she was then excited to discover her post had been liked by ‘Deadpool’ star Ryan.
Other fans thought they’d change their own names to get the former ‘Gossip Girl’ star – who has daughters James, three, and Ines, 19 months, with Ryan – to notice them.
Though some users speculated the account had been hacked, it’s believed Blake’s changes are part of a viral campaign ahead of the release of her new thriller ‘A Simple Favor’.
The movie, which is directed by Paul Feig, is based on Darcey Bell’s novel and follows a vlogger named Stephanie who goes on the hunt to find the truth behind the disappearance of her best friend – who is named Emily Nelson and is played by Blake.
‘A Simple Favor’ is scheduled for release in September.