Good Morning Britain proved just how powerful live television can be on Wednesday when the show turned a dog into a social media sensation in a matter of minutes.
The latest edition of the ITV show saw hosts Charlotte Hawkins and Richard Bacon cross over live to a pub in New Forest to discuss the latest concerns in the hospitality sector.
GMB correspondent Jonathan Swain was presenting live from a particular pub and was joined by landlady Caroline and the pub's resident pooch Alan.
Despite the segment being all about pubs losing out on business due to people staying at home to avoid getting ill, it was Alan who ended up stealing the show.
After it was mentioned that Alan has his very own Instagram page, but only had 108 followers, Richard was keen to change that.
In a matter of minutes, Alan had a total of 10,000 Instagram followers and it's since jumped to 60,000.
Richard was quick to mention that Alan now has more followers than him on the social media site.
"I am going to really enjoy this until Alan has more Instagram followers than me," Richard had said earlier.
"I've got an idea, let's set ourselves a target of getting Alan beyond 50,000 followers by the end of the show!"
"Really? Are we gonna get there? Can we get there?" Charlotte replied, but she clearly had no idea just how popular Alan was going to be with GMB viewers.
"God, this is like the Blue Peter totaliser, but about a dog!" Richard then remarked, as Charlotte asked: "Is it bringing back memories for you?"
At the end of Wednesday's show, the duo did one more final Instagram check and confirmed that Alan now has more than 60,000 fans on his page.
Good Morning Britain airs weekdays at 6am on ITV and ITV Hub.
