While the internet panicked over the welfare of their favourite YouTuber, there was one aspect of the Marina Joyce saga which particularly baffled budding internet detectives in the US.
Joyce, 19-year-old fashion and beauty vlogger from north London, amassed 600,000 followers after joining the network in 2010.
But followers became increasingly concerned by recent videos, with her newest, ‘Date Outfit Ideas’, sending thousands into a panic over fears she appeared disorientated and nervous. It has been viewed 14 million times in five days.
In the middle of the frenzy, Joyce invited her fans to meet her at a morning dance event in Bethnal Green, in east London.
Despite reassurances from police who visited the teenager at home that she was safe and well and assurances from Joyce herself of her well-being, the internet could not be convinced. As speculation spiralled further out of control, the location sparked a bizarre kidnapping theory. It also confused many of those feeling concerned on a different continent, some of whom were worried Bethnal Green, the area, did not "open" at 6.30am.
Other comments on Reddit threads included: “If you knew anything about Bethnal Green, you would know how fake that is. It is literally a death trap, never mind at 6.30am.”
Even fellow social media influencers including Alfie Deyes sent their followers urgent messages not to attend the event. Joyce has now cancelled her attendance, citing “recent events”.
She has rearranged her appearance for 6 August instead.
The unprecedented reaction to her videos has seen her follower count double on YouTube to 1.3 million subscribers.
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