3 lessons from Blake Lively’s Instagram stunt

The actress deleted her photos and unfollowed everyone—including hubby Ryan Reynolds—except some women named Emily to promote her new film. Can PR pros replicate her success?

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How can deleting your account grab a ton of social media attention?

The key is to leave a puzzle that social media users will love to solve.

Blake Lively started an internet furor when she deleted much of her Instagram account, unfollowing everyone except for a handful of accounts named Emily Nelson. She even deleted her celebrity husband Ryan Reynolds, leaving social media sleuths to solve the mystery.

The chosen Emilys, lifted from obscurity, were perplexed:

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 🙂 pic.twitter.com/Yqi5MtYoBW

— emslay (@emilayyy97) May 1, 2018

Some fans were concerned for the actress’s marriage:

If Blake lively and Ryan Reynolds are separated then I am blocking every single guy in my phone and social media bc I will lose faith in “love”

— Erika (@perezerk) May 1, 2018

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