In an interview from her home in Sunderland, Sheridan Mordew told hosts Phillip Schofield and Holly Willoughby that she went to the UAE for business reasons. Many of the UK’s most famous influencers have lost followers because of this. Humans prefer their influencers to have real pulses, Social media influencers attract a quarter of online ad complaints, When it comes to influencer fraud, the buck stops with Facebook, How dinner at the Golden Globes proved the influencer model. As you can imagine with the global pandemic, growing rates of depression and job loss being at an all-time high in Regardless of the negative press, however, industry professionals remain confident that influencer marketing provides an effective tool for brands trying to reach new audiences. But the latest scandal risks scuppering this progress. Read more: A virtual what? Read more: How dinner at the Golden Globes proved the influencer model. Beyond the backlash, however, the saga threatens to scupper the growth of a nascent sub-section of marketing, and creates a dilemma for brands hoping to cash in on the rise of so-called content creators. When the … The Mandalorian’s Gina Carano accuses Disney of ‘bullying’ her. Despite this, the outbreak of Covid-19 last year offered the chance to rebuild trust between advertisers and social media creatives, and to drag the often-derided marketing category into the mainstream. Holly Willoughby pulled no punches during an interview with an Instagram influencer on This Morning who fled to Dubai to escape lockdown in England. … Sometimes they’ll include recommendations for other related newsletters or services we offer. 4-min read. Sunderland influencer Sheridan Mordew defends Dubai trip as This Morning interview sparks fury. Then, in November, it emerged that NHS bosses were drawing up plans to use influencers to promote uptake of the vaccine, providing a much-needed dose of legitimacy for the sector. That what you posted there was essential?". Boohoo’s takeover of the Debenhams brand and ongoing talks over a deal between Asos and Philip Green’s Arcadia empire suggest this trend will only accelerate. Personal trainer Sheridan Mordew, 24, was interviewed on ITV's This Morning after receiving backlash for the trip. British Airways trolls Ryanair in bizarre TikTok feud. While online fitness guru Sheridan Mordew has undoubtedly succeeded at influencing people, she may be struggling to make friends. "I guess the thing is that it's not in the spirit of lockdown, is it? But viewers were not impressed at her attempt to justify her travels. For many influencers, the controversy will be the first taste of scrutiny under the public gaze. An Instagram influencer has defended her decision to move to Dubai during the pandemic, arguing that it fulfils her job to ‘motivate people’. 2021-02-21T14:53:05Z. The influencer landscape is changing, and hopefully for the better. Sheridan has since claimed it was 'essential travel' as she provides fitness updates and routines for her 12,500 followers on Instagram as part of her job as a personal trainer. One issue is the growing separation between authentic influencers who have grown a dedicated following and the flash-in-the-pan success of Love Islanders, who acquire sudden online celebrity. So Sheridan Mordew says she’s an influencer on 11.5k followers on insta. Personal trainer Sheridan Mordew, 24, from Sunderland, has been slammed online after claiming the purpose of her "essential trip" is to inspire others during lockdown, by filming live workouts from Dubai. “Legally they may be fine, but they’ve failed the smell test with their audience base,” he says. UNILAD. When … "It makes me feel utterly jealous like I just want to feel the sun on my skin, I would love nothing more than that. ", admitted Sheridan. She Skyped in from Dubai. Mordew explained to viewers that her trip was essential for her to do her job and to provide “sunny content for her followers”. One woman tweeted: “So Sheridan Mordew says she’s an influencer on 11.5k followers on insta. 2021-02-24T12:41:54Z. Guthrie dubs the reality TV stars “banjo” influencers due to their willingness to “bang another influencer job out”, adding that they lack “due care for either their online followers or the sponsoring brand”. An influencer who travelled to Dubai from the UK during the coronavirus pandemic has caused outrage by calling her trip ‘essential’. Humans prefer their influencers to have real pulses. Revelations about the number of fake followers on popular profiles also sparked concerns that brands were wasting their ad spend. Ensuring advertisers are aware of the distinction between these different categories of social media star could, therefore, be the key to building trust. She pretty much said she did it for her followers. Yet for many Brits, influencers’ decision to flaunt extravagant trips to Dubai while most people remained locked down at home shows a wild misjudgement of the public mood. “I have to provide sunny content for my followers,” she purred while seated poolside. Another former Love Island contestant Anton Danyluk has lost as many as 14,000 followers due to his recent trip to Dubai. FSC Account Director Laura Cunningham takes a look as the changing face of influence. Alexander Frolov, chief executive and co-founder of social media verification platform Hype Auditor, describes influencer marketing as “one of the most effective methods to bridge the gap between a brand and its audience”. ", to which Holly added: "I think it comes down to what is essential. Sheridan Mordew, 24, fled to the United Arab Emirates at the start of January despite her home in Sunderland falling under Tier 4 restrictions. "And to be fair, it's never been laid out in black and white what is essential, and that is the problem and that is why there is this grey area where things can be stretched. Richard Exon, founder of ad agency Joint, says the long-term impact on the sector is hard to determine. 2021-02-23T13:51:52Z. and this is very appealing to businesses,” says Exon. Holly hit Sheridan with the fact many people in her profession are doing their job from England, name dropping Joe Wicks as one of those most prominently. Sheridan finished off by saying: "In a world where you can be anything, be kind and I think a lot of people forget about that. ", Phil quipped: "That was essential? In 2019 UK regulators launched a crackdown on the sector amid complaints social media celebrities were failing to label their posts as adverts and risked misleading consumers. “I came to Dubai purely for business. Fitness influencer Sheridan Mordew, 24, flew from Sunderland to Dubai before the third lockdown, and claimed on This Morning she is doing essential work by sharing her content. Influencer marketing has been no stranger to controversy over its short lifetime, with the nascent ad format courting criticism from consumers and brands alike. 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"When at the moment in lockdown, everybody is just wanting 'We're in this together', you know, however, when we see someone like you out there, besides the pool, we're not in it together, it's not in lockdown spirit.". Fitness influencer Sheridan Mordew sparked outrage on ITV1 This Morning with her claim her trip to Dubai was "essential for her mental health" and to motivate her followers. The personal trainer, from Sunderland, arrived in Dubai on January 2 - just a few days before the third national lockdown was enforced. ", Sheridan replied as Phil sat back in his chair laughing. Sheridan started replying with: "I think what you've got to understand is my job", before the This Morning crew ran a tape of Sheridan riding a camel, which triggered Holly: "That doesn't motivate me! Sheridan Mordew, a buxom blonde fitness expert from Sunderland, escaped soggy, shut-down England for Dubai on January 2. When the host pressed her on whether her trip was truly “essential” — as in the technical, coronavirus-era kind of essential — Mordew said yes. ", Sheridan said she's not encouraging others to come out and do what she's doing, claiming other English people are also out there, to which Phil said: "Oh, that makes me feel better!". Our. Fitness influencer Sheridan Mordew sparked outrage on This Morning with her claim her trip to Dubai was "essential for her mental health" and to motivate her followers "Yeah, that was one of me riding a camel! Sheridan Mordew, 24, ... QAnon followers tried to claim images from a Tarantino movie were real. They called her "selfish" and "disgraceful" for trying to imply her work was essential. Ever since Khloe Kardashian persuaded thousands to buy hair-transforming gummy bears or since Cardi B claimed that her new diet tea was the secret to a ‘perfect body,’ I have become increasingly frustrated at influencers and how they use their influence. This Morning returns at 10am on ITV every weekday morning. Advocates of influencer marketing have long argued that its value lies in authenticity and relatable content — qualities that can build brand trust and drive purchases more effectively than traditional advertising methods. Personal trainer Sheridan Mordew, 24, who works in Sunderland joined hosts Phillip Schofield and Holly Willoughby via a video link from Dubai, where she has been staying since 2 January. It seems as if people are losing their faith in this type of influencer. In addition to a public backlash on social media, influencers are facing criticism from within the marketing industry. Social media usage has surged over the past 12 months, with global lockdowns driving an increase in views and clicks on sponsored posts. Moreover, the saga could also spark a reckoning for brands, whose reputation is staked on the actions of their partner influencers. Sheridan drew on the fact it was about her happiness and the people she claimed she is helping before Phil asked her if she felt guilty. Sheridan said she was helping with people's mental health by doing her work, but Holly claimed she could also be damaging the mental health of some as pictures rolled by of Sheridan relaxing by a pool in a bikini: "Do you think your pictures might add to people's mental health struggles because they'll be looking at these images and going 'That's not available to me in my life, I can't do that, I'm sitting at home, I've got kids I'm homeschooling, I'm trying to hold down a job' Worried about money? Send your videos to video@trinitymirror.com. Broadcast on 26/01/21 Subscribe now for more! If all of your friends were to jump off a bridge would you follow suit? ", Again, Holly hit back: "You're saying be kind, but are you being kind to them by encouraging others to travel for what you deem as essential work? While online fitness guru Sheridan Mordew has undoubtedly succeeded at influencing people, she may be struggling to make friends. explains more about how we use your data, and your rights. Both Holly and Phil criticized Sheridan Mordew before admitting they were 'jealous' and 'filled with envy', Get our ultimate guide on things to do with CornwallLive's FREE What's On newsletter. She later said to Holly: "I'm not hurting anybody. Something went wrong, please try again later. In fact, Mordew is one of a number of online personalities, including stars of Love Island, Geordie Shore and The Only Way is Essex, to come under fire in recent weeks for their lockdown jet setting to the middle eastern city-state. Personal trainer Sheridan Mordew, 24, from Sunderland, arrived in Dubai just a few days before the third national lockdown, and planned to film live workouts to inspire her clients in the UK. “Despite a few high-profile [negative] cases and despite the dark areas of the web, social media is full of skilful people who previously wouldn’t have had attention…. Ecommerce retailers — which rely heavily on influencer marketing — have also emerged as winners from the pandemic, enjoying a huge rise in sales at the expense of the high street. When the social media influencer, who posts workout videos for her thousands of online followers, insisted that her much-documented trip to Dubai was essential business travel, she was met with little sympathy. Fitness influencer Sheridan Mordew, who escaped the third lockdown in the UK to work in Dubai, has hit out at those who have slammed social media stars for doing the same. The 24-year-old Sheridan Mordew says she traveled to the Middle Eastern hotspot to shoot fitness segments for her “Shape Up Wit Sher” video in the less restrictive environment of Dubai. Read more: When it comes to influencer fraud, the buck stops with Facebook. Appearing as a guest on This Morning, Sheridan Mordew told hosts Holly Willoughby and Philip Schofield that it was her 'job to motivate people'. I’ve got 11.5k followers on insta but my job as an ESSENTIAL KEY WORKER as a Manager in a supermarket is more impressive than riding camels in Dubai!!! Sheridan Mordew, 24, fled to the United Arab Emirates at the start of January despite her home in Sunderland falling under Tier 4 restrictions. Molly-Mae Hague from Love Island 2019 has five millions followers and can ... awkward interview with influencer Sheridan Mordew in Dubai about why she travelled there. How to kick off the New Year the right way, A virtual what? THIS Morning fans have been left fuming after fitness influencer Sheridan Mordew appeared on the show to insist that her Dubai holiday was an "essential work trip" - … Sheridan replied by saying: "The reason why I came out to Dubai was really for business. Right from the off, a sceptical Holly asked: "Sheridan, that's really the first question, isn't it? “One event in isolation doesn’t create much damage either way, but if a pattern of behaviour emerges it could be more substantive,” he says. Instagram influencer Sheridan Mordew has defended her "essential" lockdown trip to Dubai, telling This Morning viewers the trip was to help her mental health and “motivate” her followers. Sheridan Mordew, a personal trainer based in Newcastle, has 11.5k followers on her private personal Instagram account and 12.6k followers on her public fitness account. Following a fierce backlash over her actions, fitness influencer Mordew has made her Instagram private, meaning only approved followers can view her posts. Sheridan Mordew jetted off to Dubai at the beginning of January, even though people in the UK were asked to stay at home and avoid essential travel. When you subscribe we will use the information you provide to send you these newsletters. To keep them happy. Influencer marketing advisor Scott Guthrie describes the stars’ actions as “tone deaf”, adding that they had “taken advantage” of government policy. Phil and Holly challenge Sheridan who defends her choices. I thought I can't be bothered, and I thought the only way I was going to get out of it was by finding a way for essential travel and getting out to Dubai.". Phil immediately locked on the fact she could do some of her workouts easily at her home in Sunderland, to which Sheridan said: "The main reason was for my own self and mental health, obviously during the second lockdown I was really struggling. Pentagon admits to carrying out tests on UFO debris, researcher claims . Following an online backlash, she joins us today to defend her position. "Yeah, quite a lot of the time, to be fair. "Like I said, I'm a personal trainer, lots of the gyms are closed, everything was in Tiers, so I took my online business over to Dubai and now I do things in my apartment.". 'My job is to motivate people' Sheridan has been in Dubai since the start of January, on an 'essential work-trip’ to provide sunny content for her followers. Initially planning to stay for a couple of weeks, she now intends to remain in … "'Oh my god, look at this girl who's got everything in Dubai and she's not even supposed to be there!'". Sheridan said she'll return when gyms in England reopen before Phil openly admitted that he too was "dripping with envy". Earlier this month, British fitness blogger Sheridan Mordew made an appearance on a London TV show called This Morning. #thismorning — Ella Walton (@ellagracewalton) January 26, 2021. Sheridan Mordew, a fitness influencer from Sunderland, told Phillip Schofield and Holly Willoughby on This Morning that she flew to the United Arab Emirates in … Sheridan Mordew is a fitness blogger, who has been in Dubai since the start of January, on what she describes as an 'essential work-trip’ to provide sunny content and motivate for her followers, despite all her workout videos filmed inside her apartment. For brands unable to shoot professional ad campaigns, influencer marketing has provided a cheap and effective alternative. 2021-03-02T15:30:38Z. Is it essential for you to do this in Dubai and where you are rather than here in England.". “By posting to the gram from pool-side sun loungers they’ve shown themselves to be tone deaf, lacking skill and understanding of audience and content sentiment.”, Read more: Social media influencers attract a quarter of online ad complaints. Sheridan Mordew says going to Dubai was an 'essential work-trip’ so she could provide sunny content for her followers. We pay for stories! You can unsubscribe at any time. Follow us for breaking news and latest updates: This field is for validation purposes and should be left unchanged. This image does not motivate me! Yesterday saw fitness influencer Sheridan Mordew take to This Morning about the controversial topic of influencers flying off to the likes of Dubai to film content. She planned to film live workouts in Dubai in order to inspire her clients back …