nicola bulley�*s disappearance earlier this year shocked the uk.al drowning, but conspiracy theories exploded on tiktok, with police saying it interfered with the investigation. hello. hi. lovely to meet you. heather ran one account, racking up millions of views, posting about the case, having never shared content like this on tiktok before. in one video, she falsely suggested footage of nicola leaving the house on the morning of her disappearance was really herfriend, emma. it received 3.6 million views. whenever you post something and it gains traction, tiktok will send you little e—mails of encouragement, telling you that you've received this many views, you're a hit. if you post something and you receive a lot of positivity from it, i think that can definitely change your behaviour, whereas before you might not have had that level of empowerment or entitlement. heather seemed to really regret becoming caught up in this frenzy and she told me that without tiktok, she just doesn't think she would have participated in this way. when you're seeing

nicola bulley�*s disappearance earlier this year shocked the uk.exploded on tiktok, with police saying it interfered with the investigation. hello. hi. lovely to meet you. heather ran one account, racking up millions of views posting about the case, having never shared content like this on tiktok before. in one video, she falsely suggested footage of nicola leaving the house on the morning of her disappearance was really herfriend emma. it received 3.6 million views. whenever you post something and it gains traction, tiktok will send you little emails of encouragement telling you that you've received this many views, you're a hit. if you post something and you receive a lot of positivity from it, i think that can definitely change your behaviour, whereas before you might not have had that level of empowerment or entitlement. heather seemed to really regret becoming caught up in this frenzy, and she told me that without tiktok she just doesn't think she would have participated in this way. lucas, not his real name, is one of several tiktok ex—employ

nicola bulley continues eight days after she went missing/ nicola bulley�*s disappearance earlier thisning, but conspiracy theories exploded on tiktok, with police saying it interfered with the investigation. heather ran one account, racking up millions of views, posting about the case, having never shared content like this on tiktok before. in one video, she falsely suggested footage of nicola leaving the house on the morning of her disappearance was really herfriend emma. it received 3.6 million views. whenever you post something and it gains traction, tiktok will send you little emails of encouragement telling you that you've received this many views. you're a hit. if you post something and you receive a lot of positivity from it, i think that can definitely change your behaviour, whereas before, you might not have had that level of empowerment or entitlement. heather seemed to really regret becoming caught up in this frenzy and she told me that without tiktok, she just doesn't think she would have participated in this way. when you're seeing video after video after video of the sam

nicola bulley�*s disappearance earlier this year shocked the uk.ccidental drowning, but conspiracy theories exploded on tiktok, with police saying it interfered with the investigation. hello. hi. lovely to meet you. heather ran one account, racking up millions of views, posting about the case, having never shared content like this on tiktok before. in one video, she falsely suggested footage of nicola leaving the house on the morning of her disappearance was really herfriend, emma. it received 3.6 million views. whenever you post something and it gains traction, tiktok will send you little e—mails of encouragement, telling you that you've received this many views, you're a hit. if you post something and you receive a lot of positivity from it, i think that can definitely change your behaviour, whereas before you might not have had that level of empowerment or entitlement. heather seemed to really regret becoming caught up in this frenzy, and she told me that without tiktok, she just doesn't think she would have participated in this way. when you're

after the disappearance of nicola bulley, we speak to a woman who helped drive the social media frenzy

nicola bulley�*s disappearance earlier this year shocked the uk.*s lives. and it�*s notjust a video that�*s going to go nowhere. it�*s potentially going to blow up in your face and then you are accountable. lucas, not his real name, is one of several tiktok ex—employees i spoke to for answers about these frenzies. they grew so fast that they couldn't possibly keep up with or predicted every single way the app was going to go. and, in general, they don't want to — they don't want to stand in the way of entertainment growing quickly on their platform. it's about money. the more users they have on the platform, spending more time watching videos, they can sell more ads, sell them for a higher price. it's probably the most addictive platform that we've encountered yet, and i think that's a real danger, especially because of how young the audience is and how impressionable they are. tiktok told the bbc... speaking to ex—employees and users, it seems that these frenzies are difficult to keep up with, and it�*s hard to know when and where the next one wil