Government Departments Spend Over £2 Million on Social Media Influencers Since July 2024

Since July 2024, various UK government departments have spent in excess of £2 million on social media influencers. This figure represents an investment in digital outreach, occurring concurrently with advertising campaigns across traditional media platforms such as television and newspapers.

Notable examples include the Department for Work and Pensions (DWP), which directed £130,000 towards influencers for a campaign promoting Universal Credit. Similarly, the Department of Health and Social Care (DHSC) engaged influencers as part of a £2.5 million campaign to advocate for COVID-19 vaccinations.

These expenditures underscore a shift in government communication strategies, increasingly leveraging digital personalities to disseminate public information and promote policy initiatives. The reliance on influencers for government messaging highlights the perceived efficacy of these channels in reaching specific demographics, often alongside more conventional advertising methods.