Meta-owned Instagram conducted a significant cleanup in 2026, eliminating numerous bot and inactive accounts. This led to notable decreases in follower counts for various celebrities, influencers, and brands on the platform. For instance, US influencer Kylie Jenner reportedly lost more than 14 million followers due to this action.
Such cleanups are a regular practice on Instagram to enhance authenticity by eliminating fake engagement from bot accounts. These automated profiles are commonly used to artificially boost likes, followers, comments, and overall engagement metrics on social media platforms.
In response to the reports, a spokesperson from Meta stated that the removal of inactive accounts was a standard procedure aimed at maintaining the platform’s integrity. The spokesperson reassured that genuine active users were not impacted by this cleanup.
The cleanup, dubbed the “Great Purge of 2026” by users, caused a stir on social media. Many individuals shared screenshots displaying significant drops in follower counts and engagement metrics overnight. Even Instagram’s official account allegedly lost around 9 million followers during this process, as per one user’s jest on X.
