The #SaveMarinaJoyce saga was hands down the strangest story we've written about in a long time.
Fans of YouTuber Marina Joyce had been fearing for her wellbeing since she uploaded a video earlier in the week in which she appeared to whisper "help me".
It was the first in a series of bizarre posts that were subject to a number of theories on the internet – ranging from drugs to an ISIS hostage situation.
Despite her insistence that she was fine yesterday, the hashtag #savemarinajoyce was trending worldwide all day.
Now it's been pretty much cleared up that there wasn't anything to be concerned about, many spectators are labelling the whole thing a publicity stunt. Marina said herself in a further live broadcast: "this was a publicity stunt by (her) viewers; not by me? [Marina]."
This angered a lot of viewers, who claimed that she'd only decided to clear up rumours after she gained 300,000 subscribers (err… didn't she insist she was fine all morning yesterday?)
But some fans have claimed that she exacerbated concerns for her welfare by liking posts on social media that said things like: "like this tweet if you need help."
Speaking to The Sun about the situation, Marina said: "The first I knew of it was when I saw the hashtag trending and people started to get worried.
"People really care about me and it went crazy and blew up. People out there are really kind.
"But I am really OK. There are no ISIS terrorists here."
But some of her comments didn't do much to overthrow the publicity stunt theory: "It is incredible what people have done. They have helped my channel so much now."
"I care about my YouTube channel and after this I have got lots more viewers which is really good."
The number of subscribers to her channel has grown from 700,000 to just over 1.3m.
Below is a reminder of the events that caused all that concern
Marina Joyce conspiracy theories
A Twitter user pointed out that she appears to have edited in a whisper of "help me" in the video
Many fans called the police, who then tweeted to assure everyone that they had visited her and that she was "safe and well".
Marina Joyce meet-up
On Tuesday 26 July, Marina's account posted a series of tweets requesting that her fans meet her at a morning rave called Morning Gloryville at Oval Space in London's Bethnal Green. This is a total legit and official event, but her request for young fans to meet her at 6:30am at an east London tube station seemed less so.
Her bizarre request sparked concern from fellow YouTuber Alfie Deyes, who pleaded with his 3.45m followers not to attend Marina's meet-up.
Twitter users were quick to point out that the event Marina was talking about is in fact legit and that it's been going on at that venue for a while.
Organisers for the event got involved, pointing out that their event Marina was planning on attending wasn't actually this morning…
Marina's account then posted a series of tweets insisting that she's OK – and requested fans to join her at ANOTHER meet up for the actual event on Wednesday 3 August.
She also did a live stream on the morning of Wednesday 27 July to reassure herfans of her wellbeing, but these worrying clips seem to have made spectators more concerned.
In one video, she tells fans she's not in danger before pulling what many have pointed out to be a scared face.
Some fans noted that she appears to be attempting to signal for help.
One Twitter user claimed to be able to see a figure of a man wearing a ski mask in one of her videos.
Daz Black also waded in with a series of tweets aiming to reassure followers.
We'll have more on this unsettling situation as we hear it.