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.