With some Instagram users making a living off of their photos today, the pressure to take the perfect snap is a very real thing that caused one Russian teen his life. 

Andrey Retrovsky, 17, died after falling nine stories while taking a photo that made it look like he was falling from the roof of a building in Vologda, Russia. According to Complex, the teen was secured by a rope which failed during the photo session, sending Retrovsky plunging into some bushes below. While Andrey didn't immediately die on impact, he succumbed to his injuries two hours after being admitted to a nearby hospital. 

The teen was among a growing trend of "Roofers' in Russia who bond over taking selfies while hanging off the ledge of buildings, usually after gaining illegal access. Death rates and injuries related to the trend have spiked in recent months leading the Russia to launch a Safe Selfie campaign, which features the tagline, "even a million likes on social media are not worth your life."

Check out some of Andrey's popular photos above.

Source: Complex