×

Sorry, Beliebers: Justin Bieber is still not back on Instagram.

The Canadian pop singer two weeks ago deactivated his account on the Facebook-owned photo and video site, evidently after he became upset about comments users had posted about his pics with Sofia Richie.

Then on Monday morning, excitement swept the Bieberverse when his Instagram account, with more than 77 million followers, suddenly reappeared — spawning the hashtag #JustinReactivatedParty — before it vanished a few hours later at around 10:30 a.m. Pacific.

Bieber, in a Twitter post Monday, said that the reinstatement of the account on Instagram was unintentional. Bieber maintains accounts on Twitter and Facebook.

Here’s why the social-media whims of a 22-year-old teen-girl heartthrob matter: Instagram, like its parent Facebook as well as other services like Twitter and YouTube, generally doesn’t pay for content — it’s virtually all “user generated.” And celebs like Bieber are huge traffic generators for Instagram. So if highly popular personalities start deciding to take their toys and go home, it could become a serious problem that affects usage (and therefore revenue) of those platforms.