Social media algorithms that ‘reward and encourage’ controversial content ‘fuelled the waves of online interest’ in the Nicola Bulley case, experts have claimed.

Questions remain about the case of Ms Bulley, with both the police and media also facing criticism after her body was discovered more than three weeks after she disappeared.

Ms Bulley’s body was pulled from the River Wyre on Sunday after the 45-year-old was last seen on January 27.

Lancashire Police had received widespread criticism for releasing some aspects of Ms Bulley’s private life into the public domain, while her family had questioned the role of the press during the investigation and accused the media of “misquoting and vilifying” Ms Bulley’s partner, relatives and friends.

But social media experts have also highlighted the algorithms used to power certain online platforms and how they encourage users to earn views and engagement, creating a cycle where content creators are constantly looking for new and often controversial ways to keep users watching, which they argue helped spark the waves of conspiracy theory and amateur detective videos that appeared online around the case.

It comes following reports of a number of apparent content creators descending on the village where Ms Bulley went missing.

Former Twitter vice president, Bruce Daisley, said: “The burden for the family must be overwhelming. In previous eras we might have witnessed rival newspapers competing for scoops on a daily basis.

“Now it’s a far more overwhelming tsunami of social media sleuths posting TikToks to be catapulted to algorithm fame.”

Lancashire police had accused “TikTokers” of “playing private detectives” near the scene.

Detective Superintendent Rebecca Smith said investigating officers have been “inundated with false information, accusations and rumours” relating to the case.

Social media influencer Dan Duffy from Darwen was given a fixed penalty notice under section 4 of the Public Order Act – fear or provocation of violence – after he was arrested while filming for his YouTube channel, called Exploring With Danny.

TikTok has said it was deploying additional resources to reduce the potential spread of conspiratorial content about unfolding events – including either removing it or making it ineligible for recommendation to the platform’s For You page.

A TikTok spokesperson said: “Our thoughts are with Ms Bulley’s family and friends at this difficult time.

“We have mobilised resources to monitor the evolving conversation about this case.

“We are taking action against violations of our Community Guidelines, including removing content and accounts, and limiting the reach of some content by making it ineligible for recommendation.”