When Instagram announced it would be purging spam accounts, nobody paid much attention, except perhaps those who "bought" many of their followers.
"We've been deactivating spammy accounts from Instagram on an ongoing basis to improve your experience," wrote chief executive and founder Kevin Systrom.
"As part of this effort, we will be deleting these accounts forever, so they will no longer be included in follower counts. This means that some of you will see a change in your follower count."
In what is now known as "Instagram Rapture," Instagram deleted million of fake accounts on Thursday.
Even celebrities like Justin Bieber and Kim Kardashian lost millions of followers. Bieber lost over 3.5 million followers while Kardashian was hit with 1.3 million. Rapper Akon
Instagram itself lost 18.8 million followers, almost 30 percent of its total number of followers.
Locally, it was interesting to note one blogger lose over 10,000 followers in a few hours only to regain over 1,000 more overnight.
Sam Pinto ranted that she lost over 14,000 followers in a few hours. The next day, she said it wasn't 14,000, just 4,000.
Citigroup analysts cited the larger user numbers in increasing their estimated value of Instagram to $35 billion, from the previous estimate of $19 billion. Analysts expect Facebook-owned Instagram’s advertising revenue to jump to $2.7 billion in 2015, from $1.5 billion this year.
People expressed their disgust over the purge on Twitter and Facebook.
Even style blogger Bryanboy complained he lost over 200,000 followers.
But as they say, Internet fame is fleeting because it isn't real.