Another urges police to investigate a derelict house on the riverbank, opposite where Bulley disappeared while walking with her dog Willow.

Yet another simply shows a section of the River Wyre in northern England near where she vanished, in an effort to prove how slow-moving and shallow the water is. Divers have been scouring the river downstream amid fears she has gone into the water. “There is no way on God’s earth Nicola is in this river,” the caption reads.

These viral videos have been condemned by police as social media users “playing private detectives” and distracting their search for the missing mother of two.

Bulley went missing in the village of St. Michael’s on Wyre on the morning of Friday, January 27. Police say she was walking her dog after dropping her two children off at school.

A short while later, her dog was found wandering alone and her phone spotted on a bench next to the river, still logged into a group work call. But police are yet to find a trace of the missing 45-year-old.