I don't know what this is, but I have to tell you about it anyway.

Beyoncé — the singer-actor-dancer, fierce performer and master of social media hype — has posted a cryptic video with the caption: "#LEMONADE 4.23 9PM ET | HBO."

The short trailer on her Instagram shows a profile shot of a cornrow-clad Queen Bey resting her head on the front of a car with echoing words in the background: "What am I going to do love? What am I going to do?"

It coincided with a similar post on HBO's Twitter and YouTube accounts but it was Bey's post that has people talking.

Fans are speculating on social media that this could be the highly anticipated album they've been waiting for, since the 34-year-old is scheduled to start her Formation world tour later this month.

Others are certain Lemonade is an album-film, with new music.

Beyoncé isn't just a master at hyping her projects without saying much; she's also the queen of controlling images that are sold as candid.

Nordstrom posted an ad for the superstar's new athleisure fashion line, Ivy Park. In what looks like an "outtake," Beyoncé is seen falling on her roller-skates. It's possibly the most graceful fall anyone has ever seen, of course.

Whether it's her fashion line or upcoming album, Beyonce is letting her 67.5 million followers do the marketing for her.