Why TikTok sleuths descended on Nicola Bulley’s village

Over the same period, I discovered that Instagram “reels” using Nicola Bulley’s name have had more than 158 million views, and posts have had around 115,000 interactions – likes, follows and comments. On YouTube, videos I found using the same term have racked up 3.3 million views in total, while on Twitter my analysis of mentions and their potential reach estimates just under 21 million views.