UK Government Spends Over £2 Million on Social Media Influencers
Departments utilized influencers for campaigns ranging from career development to recruitment, sparking debate over taxpayer spending.
Government departments in the United Kingdom have disclosed spending at least £2.4 million on social media influencers since July 2024. These partnerships have been employed to promote various government campaigns, including those focused on career development, benefit access, and recruitment for roles such as teachers and prison officers.
The Department for Education (DfE) has reported the highest expenditure, with over £700,000 spent, followed by HM Revenue and Customs (HMRC), which spent nearly £600,000, excluding agency fees.
Officials stated that engaging influencers helps the government reach individuals who may be less responsive to traditional communication channels. They emphasized that content creators are compensated fairly for their time and expertise, and all paid marketing campaigns undergo assessment to ensure value for money.
However, the use of these funds has drawn criticism. Conservative shadow Cabinet Office minister Mike Wood commented that the government is spending "hundreds of thousands of pounds of taxpayers' money on influencers in a feeble attempt to cover for its failures," adding that "if Labour want praise, they must pay for it."
The figures, which largely cover the period under Prime Minister Sir Keir Starmer and subsequently Andy Burnham, were revealed through responses to parliamentary questions submitted by the Conservative party and were initially reported by the Politics At Sam And Anne's podcast.
Previous Conservative administrations also utilized influencers, a group that can include celebrities, podcasters, bloggers, and social media creators. For instance, under Prime Minister Rishi Sunak, the Home Office engaged TikTok influencers to discourage individuals from crossing the English Channel in small boats.
In the 2024/25 financial year, the DfE partnered with 57 social media influencers for campaigns on career progression, childcare advice, and teacher recruitment. This included collaborations with figures like Strictly Come Dancing's Oti Mabuse and reality TV star Billie Shepherd for the Best Start in Life childcare campaign. The department confirmed that this spending encompassed fees for individuals and agencies, as well as production costs.
HMRC worked with 44 influencers across multiple campaigns, aiming to disseminate information through "authentic and trusted voices" and counteract misinformation about taxes. The Department for Work and Pensions spent over £200,000 on influencers to promote Universal Credit transitions and career support advice.
Professor Andrew Chadwick, an expert in political communication at Loughborough University, noted that working with influencers aligns with a shift in communication strategy to engage directly with the public, particularly younger demographics who may be tuning out from traditional media. He suggested that influencers can act as a trusted source for information, whether it concerns tax filing or countering health misinformation.
While governments have historically relied on traditional advertising, the use of content creators is increasingly supplementing these efforts. Chadwick acknowledged potential risks, such as reduced control over accompanying content and unpredictable public reactions, which could undermine campaign objectives.
The Department for Education previously faced scrutiny for a collaboration with reality TV star Gemma Collins to promote post-16 education, although Collins was not paid for the content. At the time, then-education secretary Bridget Phillipson defended the campaign, suggesting Collins could reach audiences that politicians could not and implying some criticism stemmed from "snobbery."
Government guidelines for influencer marketing, established in 2023, require departments to assess an influencer's following size and demographics, as well as their past political content, to ensure campaign effectiveness. Despite these guidelines, some departments, like the Home Office and the Foreign Office, stated they do not centrally hold information on influencer payments.