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 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. That what you posted there was essential?". Humans prefer their influencers to have real pulses. 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. Ensuring advertisers are aware of the distinction between these different categories of social media star could, therefore, be the key to building trust. Another former Love Island contestant Anton Danyluk has lost as many as 14,000 followers due to his recent trip to Dubai. “Legally they may be fine, but they’ve failed the smell test with their audience base,” he says. 2021-02-23T13:51:52Z. If all of your friends were to jump off a bridge would you follow suit? 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. 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 … Revelations about the number of fake followers on popular profiles also sparked concerns that brands were wasting their ad spend. 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. Our. explains more about how we use your data, and your rights. She Skyped in from Dubai. ", admitted Sheridan. Sometimes they’ll include recommendations for other related newsletters or services we offer. 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. 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”. Send your videos to video@trinitymirror.com. Sheridan replied by saying: "The reason why I came out to Dubai was really for business. An Instagram influencer has defended her decision to move to Dubai during the pandemic, arguing that it fulfils her job to ‘motivate people’. FSC Account Director Laura Cunningham takes a look as the changing face of influence. Sunderland influencer Sheridan Mordew defends Dubai trip as This Morning interview sparks fury. 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? 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.". Sheridan Mordew, a buxom blonde fitness expert from Sunderland, escaped soggy, shut-down England for Dubai on January 2. While online fitness guru Sheridan Mordew has undoubtedly succeeded at influencing people, she may be struggling to make friends. An influencer who travelled to Dubai from the UK during the coronavirus pandemic has caused outrage by calling her trip ‘essential’. 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. But viewers were not impressed at her attempt to justify her travels. 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. 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. Right from the off, a sceptical Holly asked: "Sheridan, that's really the first question, isn't it? For many influencers, the controversy will be the first taste of scrutiny under the public gaze. 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. ", Sheridan replied as Phil sat back in his chair laughing. Phil and Holly challenge Sheridan who defends her choices. They called her "selfish" and "disgraceful" for trying to imply her work was essential. 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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 "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.". 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. Read more: How dinner at the Golden Globes proved the influencer model. and this is very appealing to businesses,” says Exon. Sheridan Mordew, 24, fled to the United Arab Emirates at the start of January despite her home in Sunderland falling under Tier 4 restrictions. Richard Exon, founder of ad agency Joint, says the long-term impact on the sector is hard to determine. Personal trainer Sheridan Mordew, 24, was interviewed on ITV's This Morning after receiving backlash for the trip. "I guess the thing is that it's not in the spirit of lockdown, is it? 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. Regardless of the negative press, however, industry professionals remain confident that influencer marketing provides an effective tool for brands trying to reach new audiences. Influencer marketing advisor Scott Guthrie describes the stars’ actions as “tone deaf”, adding that they had “taken advantage” of government policy. "'Oh my god, look at this girl who's got everything in Dubai and she's not even supposed to be there!'". Something went wrong, please try again later. She later said to Holly: "I'm not hurting anybody. ", 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!". 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. To keep them happy. Appearing as a guest on This Morning, Sheridan Mordew told hosts Holly Willoughby and Philip Schofield that it was her 'job to motivate people'. 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. 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. Moreover, the saga could also spark a reckoning for brands, whose reputation is staked on the actions of their partner influencers. Following an online backlash, she joins us today to defend her position. When the host pressed her on whether her trip was truly “essential” — as in the technical, coronavirus-era kind of essential — Mordew said yes. Read more: A virtual what? When the … “I came to Dubai purely for business. Sheridan Mordew says going to Dubai was an 'essential work-trip’ so she could provide sunny content for her followers. One woman tweeted: “So Sheridan Mordew says she’s an influencer on 11.5k followers on insta. The personal trainer, from Sunderland, arrived in Dubai on January 2 - just a few days before the third national lockdown was enforced. ", Phil quipped: "That was essential? 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. But the latest scandal risks scuppering this progress. UNILAD. 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. Sheridan Mordew, 24, fled to the United Arab Emirates at the start of January despite her home in Sunderland falling under Tier 4 restrictions. 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. "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.". Following a fierce backlash over her actions, fitness influencer Mordew has made her Instagram private, meaning only approved followers can view her posts. Sheridan said she'll return when gyms in England reopen before Phil openly admitted that he too was "dripping with envy". “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 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. 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. Mordew explained to viewers that her trip was essential for her to do her job and to provide “sunny content for her followers”. Influencer marketing has been no stranger to controversy over its short lifetime, with the nascent ad format courting criticism from consumers and brands alike. Holly Willoughby pulled no punches during an interview with an Instagram influencer on This Morning who fled to Dubai to escape lockdown in England. 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.
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