Colleen Hoover has sparked concern among fans over her wellbeing after sharing an unusual video on social media.

The It Ends With Us author, 45, posted a clip of herself to Instagram where she made Pepsi ice cubes.

In the video, which may be in jest, the writer spoke in a slow, slightly dazed manner as she said making the ice cubes might be a ‘new rock bottom’ for her. 

She said: ‘It tastes just like every other Diet Pepsi I’ve ever had. But I guess the kicker is in two hours when this ice starts to melt, it’ll be the best thing I’ve ever had. It’s gonna be a great day.’

In another clip uploaded a few minutes after, Colleen admonished an employee named Stephanie for selling her merchandise at what she thought was a low price.

In the same clip, she bizarrely referred to Stephanie as her ‘boss’ and said unless the price of the merchandise was raised, she would end up ‘broke as s**t’.

Colleen Hoover has sparked concern among fans over her wellbeing after sharing an unusual video on social media

The It Ends With Us author, 45, posted a clip of herself to Instagram where she made pepsi ice cubes

She said: ‘My boss Stephanie put all of my merch on sale for $10 an item. That’s like five times cheaper than what I paid for each item which means by the end of the day today, I’m going to be broke as s**t. 

‘Thanks Stephanie, you better be careful because maybe TMZ was right, maybe I am firing all my employees and retiring. Well, I can’t retire now because I’m going to be in the hole by 5pm. 

‘Even if you hate me, you should go buy a piece because it’s a very bad thing. It’s still going to be a great day because you guys get almost free merch, congrats.’

The video sparked concern among fans with one person calling it ‘very sad’ while another wrote: ‘That’s very concerning. I hope she is OK and has someone to check on her – that’s what Justin would want.’

MailOnline has contacted representatives of Colleen Hoover for comment.      

Colleen has potentially risked her reputation and career by wading into the conflict between Blake Lively and Justin Baldoni, a public relations expert recently said.

The author has scrubbed all mentions or pictures of Lively from her Instagram has only complicated matters for the radically successful romance author.

Lively, 37, and Baldoni, 41, starred in a screen adaptation of Hoover’s 2016 bestseller ‘It Ends With Us’ that’s now become the center of their ongoing legal battle.

Colleen (pictured at the August 6 premiere of ‘It Ends With Us’) has potentially risked her career and reputation by siding with Blake Lively in her legal fight with Justin Baldoni, according to an expert

In December, Lively filed a lawsuit against Baldoni, who also directed the film, accusing him of Sєxual harᴀssment on the set of the hit romantic drama. Baldoni denied these allegations. 

A day after the legal filing, Hoover appeared to take Lively’s side on her Instagram stories, People reported.

‘@blakelively, you have been nothing but honest, kind, supportive and patient since the day we met,’ Hoover wrote alongside a pH๏τo of herself and Lively hugging at a screening event. ‘Thank you for being exactly the human that you are. Never change. Never wilt.’

After getting sustained backlash for snubbing Baldoni – who has since filed a $400 million defamation lawsuit against Lively and her husband Ryan Reynolds – Hoover deactivated her social media accounts in late January, before reinstating them in February with all the pH๏τos she once had with Lively completely gone.

Upon her return, fans have commented on many of her posts attacking her for supposedly trying to cover up her previous statements and warning her that they’ll boycott her future projects.

Hoover supported Lively with the above Instagram story (pictured) when the actress’s allegations against Baldoni first came to light in December, sharing a pH๏τo of the two embracing and calling her ‘honest, kind, supportive, and patient’, along with a link to the New York Times report on her complaint

On an Instagram post promoting her upcoming ‘Verity’ film, fans flooded the comments to make their feelings known about Hoover taking sides

Ryan McCormick, a reputation management expert and managing partner at Goldman McCormick PR told Fox News that Hoover could be on thin ice with her fanbase, especially since she’s currently working on an adaptation of her 2018 book ‘Verity.’

That movie, much like ‘It Ends With Us’, has a superstar cast, including Anne Hathaway, Dakota Johnson and Josh Hartnett.

‘I don’t foresee anyway that Hoover’s career is not affected in some way by Lively and Baldoni’s war,’ McCormick said.

‘She’s an accomplished author with a large readership. The question being posed to her followers is, “Are you going to dump Colleen, whose books have greatly entertained you, over a situation completely beyond her control?” Some may, but I don’t think the majority will.’

On an Instagram post promoting the ‘Verity’ film, fans flooded the comments to make their feelings known.

‘So disappointed to see you choose Blake and allowed the bullying of Justin. Disgusting behavior,’ one person wrote.

‘You should be ashamed of how you handled this. Never support a bully, you should have spoken up for Justin. You better let him remake the movie without Blake and Ryan. I won’t be seeing another one of movies otherwise!!!’ another person wrote. 

McCormick said Hoover should continue to stay ‘completely out of this heated affair’ and not mention Lively or Baldoni for the foreseeable future.’

On top of ‘Verity,’ which doesn’t yet have a premiere date, Hoover is also working on the movie version of her 2019 novel ‘Regretting You.’

McCormick said he doesn’t anticipate that Hollywood actors will get scared off from working with Hoover over her entanglement with Lively and Baldoni (Lively is pictured at Saturday Night Live’s 50th Anniversary Special on February 16)

Another PR expert, Adrienne Uthe, feels Hoover doesn’t need to make a full apology to Baldoni (pictured) but should ‘maintain a neutral stance’

Scheduled for a 2025 release, it will star Allison Williams, McKenna Grace and Dave Franco.

McCormick said he doesn’t anticipate any of these actors – or anyone else in Hollywood for that matter – getting scared off by her entanglement with Lively and Baldoni.

‘If public backlash were to substantially increase toward Hoover, I can see the hesitancy of some celebrities,’ McCormick said. ‘However, she had nothing to do with this тιтanic clash.’ 

Adrienne Uthe, founder and strategic advisor for Kronus Communications also told Fox News that Hoover has a тιԍнтrope to walk when it comes to this situation.

‘She initially backed Blake Lively, but has since pulled back,’ Uthe said. ‘If she doesn’t maintain a neutral stance, this could impact future projects.’

‘A full apology isn’t necessary, but a public statement clarifying her neutrality could help. Right now, she appears firmly on Blake’s side, which may not be the best look.’

Uthe characterized Hoover’s decision to back Lively as a ‘personal misstep’ rather than a ‘long-term career issue.’

Hoover’s personal troubles come as Lively attacked The Hollywood Reporter for its most recent cover depicting her and Baldoni, calling it ‘Sєxist’ and ‘outrageously insulting.’

‘The Hollywood Reporter should be ashamed of itself,’ a spokesperson for the star told DailyMail.com in a statement about the cover (pictured)

Lively has said Baldoni repeatedly crossed boundaries during their intimate scenes, including improvising kisses that had not been previously rehearsed or discussed

‘The Hollywood Reporter should be ashamed of itself,’ a spokesperson for Lively told DailyMail.com in a statement.

‘The framing in this picture is outrageously insulting as it plays into every Sєxist trope about women who dare file a workplace complaint, turning them into the aggressor, and suggesting they deserve the retaliation that comes their way.’ 

Lively filed an amended version of her original December 20 complaint against Baldoni on February 18, claiming that she was not the only woman he made uncomfortable on the set of It Ends With Us. 

Lively has said Baldoni repeatedly crossed boundaries during their intimate scenes, including improvising kisses that had not been previously rehearsed or discussed.

She also claimed that Baldoni orchestrated a negative PR campaign against her, something the New York Times reported on in a bombshell December 21 piece.

Baldoni responded by suing the Times on December 31, seeking $250 million in damages for defaming him and his publicists. 

He then sued Lively, her husband and her PR team on January 16, accusing the A-list actress of wrestling creative control of the movie from him. He also said she was difficult to work with because she allegedly refused to promote the film unless she could produce her own edits of the movie.

He also accused Lively of going way overbudget on wardrobe because she didn’t like the clothes that were originally given to her.

U.S. District Court Judge Lewis J. Liman ordered on January 27 that Lively and Baldoni’s lawsuits against one another will be joined. He set a trial date for March 9, 2026.