The new year is the perfect opportunity to restart things with a clean slate, and Zendaya seems to be taking this motto quite literally in 2024 — at least when it comes to resetting on social media.

Barely a few days into 2024, Zendaya has decided to unfollow everyone on her official Instagram, including boyfriend Tom Holland. On January 3, users online noticed the following count on Zendaya’s Instagram page had dropped to zero. Why exactly? Your guess is as good as ours.

Though Zendaya is not precisely known for being super active on social media anymore (much like Tom Holland, she uses her account sparingly, only for a project promotion post here and there), the star did kick off the new year with an Instagram feed post. The star took to IG to promote her upcoming movie, Luca Guadagnino’s Challengers, unveiling the official poster for the film just two days before wiping her following list clean.

Could this whole thing be part of a grander promotion plan around Challengers? Maybe! But it’s worth noting that artists are more likely these days to wipe their feed clean than their following list for promotion purposes — Dua Lipa has done it not once but twice, as has Sabrina Carpenter and Ariana Grande.

That said, it’s not unlike celebs to have a zero following count. Stars like Beyoncé, Adele, and Billie Eilish currently boast “0 following” on Instagram. Zendaya’s Dune co-star Timothée Chalamet is also part of the zero-following club, as is Olivia Rodrigo, who explained her reasoning during a recent appearance on The Tonight Show Starring Jimmy Fallon. “I try to follow zero people because it helps me be off of my phone, off of social media,” the Guts star admitted.

So, is Zendaya undergoing a social media cleanse? Is she masterminding a promo plan for Challengers? Or is there something else we’re missing from the bigger picture? Until she clarifies it herself, we can only speculate, but we have a feeling it’s not that deep.