The great Instagram purge: Find out which local bloggers and celebs suffered a shocking drop in followers

22 December 2014 / 1 year 10 months ago

The New Paper
By Noor Ashikin Abdul Rahman and Jocelyn Lee
Published: Dec 20, 2014

For prominent local bloggers, numbers are everything. The number of followers on their social media sites such as Twitter and Instagram, that is.

So imagine the online stir yesterday when several of them found out that a huge chunk of their followers on Instagram had vanished overnight. The photo-sharing service, which is owned by Facebook, had begun its purge of spam and fake accounts.

Among major celebrities, Canadian pop star Justin Bieber saw his followers drop by 3.5 million within a day. He is two million followers behind TV reality star Kim Kardashian, whose 22.2 million followers now make her the most popular on Instagram.

Local personalities were also not spared, with several seeing a substantial drop in their followers. In the past 24 hours, top celebrity blogger Xiaxue's Instagram followers went from 574,000 to 544,000.

Model-blogger Yan Kay Kay has 79,000 followers now after suffering a dip of 3,000 followers, while local blogger-DJ Peggy Heng lost 500, leaving her with about 7,300 followers.

It is a numbers game for the bloggers as clients and advertisers look at the number of followers on the bloggers' social media accounts before deciding to engage them.

Bloggers whom The New Paper spoke to welcomed the "purge", or what has become known online as the "Instagram Rapture".

They unanimously felt that the big clean-up allows clients to properly identify if the bloggers they are working with had bumped up their numbers by buying fake followers.

Xiaxue, whose real name is Wendy Cheng, 30, told TNP: "Why should people with fake followers be earning clients' money when they, in fact, are not reaching out to that many people online? They deserve to be exposed for their inflated numbers."

She added: "If someone lost 60 to 70 per cent of their followers overnight, it's obvious that the numbers were fake."

Blogger Melody Yap, the fiancee of top food blogger Brad Lau aka ladyironchef, lost 2,000 followers. She has 44,200 followers now.

The 25-year-old said: "I felt relieved and grateful that Instagram is finally doing something because too many of the spam bot accounts have been around for longer than they should be. But there is no way that we can delete them on our own.

"People who used to claim about how almighty their numbers are and how they are oh-so-popular and successful are but jokes now."

Yan and Heng admitted the temptation to buy fake followers has always been there, but both are glad that they did not succumb.


Yan, 32, said: "Instagram is a platform I work on and post ads on. Hence, a part of my income comes from it. I was tempted to buy followers in order to stay competitive in this industry, especially when I saw (and) suspected others (were) doing it with no backlash."

"I would be super embarrassed right now if my numbers dropped drastically because then everyone would know I bought them. Most importantly, I sleep well at night with a clear conscience."

Some local personalities saw their numbers drop drastically, including Miss Singapore Universe Rachel Kum, who saw a 55 per cent dip in her Instagram followers from 27,000 to 12,000.

Celebrity model-DJ Nicole Chen saw her followers decrease to 7,300 from more than 13,000.

Fashion blogger Crystal Phuong's followers plummeted from 13,000 to 4,900, while Dawn Yang's numbers dipped from more than 80,000 to 59,000.

China-born MediaCorp actor Ian Fang's followers fell from 145,000 to 123,000 but managed to climb up to 130,000 by yesterday evening.

When contacted yesterday afternoon, Kum, 29, said she was unaware of the significant drop in her followers as she "had not checked her Instagram yet".

This was all she wanted to say before adding: "Could you ask someone else instead? I don't want to be interviewed."

Other personalities who suffered big drops did not respond to TNP's queries by press time.

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