More than a million pounds spent on influencers by UK government since 2024 | Social media
More than half a million pounds has been spent since 2024 to use social media influencers to promote UK government campaigns on issues ranging from the environment to wellbeing.
The spend included hiring 215 influencers since 2024; of these there were 126 in 2025 (an increase from the 89 hired in 2024) and is seen as an attempt to use platforms such as TikTok to reach young people.
Of the government bodies that provided figures following a freedom of information request, the biggest spend was by the Department for Education, which has spent £350,000 since 2024. It used 53 influencers this year, compared to 26 the year before.
The Home Office, the Ministry of Justice, the Ministry of Defense and the Department for Work and Pensions (DWP) have been among the departments that have most used paid social media influencers to promote their work since 2024.
The government has faced criticism from journalists following sweeping changes to Downing Street’s press lobby system. Earlier this month Downing Street’s communications director Tim Allan said the number of daily lobby briefings would halve in the new year.
The afternoon lobby briefing, where journalists can ask as many questions as they want on any topic, is being cut entirely, and the morning meeting will be replaced by a press conference sometimes open to specialist journalists and social media content creators. The organization representing lobby journalists said the move restricted access scrutiny.
Personalities familiar to young viewers are increasingly attracting attention from ministers. Scientist Simon Clark during the COP30 climate summit in Brazil Broadcast FaceTime call She reached 73,000 followers on Instagram with Starmer. Campaigner Anna Whitehouse – also known as Mother Pukka – posted clips of her conversation with Bridget Phillipson about the failings of the British childcare system to 444,000 followers in July, while personal finance insiders cameron smith And Abi Foster Those warning about impending tax increases were given front-row seats at Rachel Reeves’ press conference.
The DWP has spent £120,023 this year on eight influencers, who were never employed last year, on campaigns it said were to inform the public about policies and services and help available to vulnerable households.
The Department for Business and Trade spent £39,700 on social media influencers in 2025; He contacted a total of 17 people this year and in 2024. These included Bella Roberts, Krish Kara, Noah Brierley, Rotimi Merriman-Johnson (Mr MoneyJar), Beth Fuller and Jasmine Shum.
The Ministry of Justice has supported recruitment campaigns since 2024, using 12 social media influencers to encourage people to apply for roles as prison officers, probation officers and magistrates.
The figures were released under the Freedom of Information Act in response to requests from public relations agency Tangerine, which said the government was struggling to attract the attention of “young and apathetic voters”. Most departments refused to provide information, citing “commercial reasons.”
Sam Fisk, deputy director of Tangerine, said: “The public is longing for authentic voices and is increasingly moving away from watching ministers announce pre-rehearsed political voices.
“The government should not be underestimated for using influencers. It’s a smart shift given the decline in TV viewership, but the challenge now is to deliver truly high-quality content. Stopping Gen Z from scrolling for a government ad won’t be easy.”
Downing Street sees the influencer ecosystem as a useful way to reach audiences who rarely engage with traditional media. But critics say the model is a way to avoid serious scrutiny of controversial policy, opting for softball questions from interviewers with little knowledge of sensitive technical details.
Keir Starmer received moderate praise for his “borderline competent” TikToks after his account launched last week. The Prime Minister has also joined newsletter platform Substack, writing in his first post: “People have a right to know how and why decisions that affect them are being made. And I believe all politicians should explore innovative new ways of doing this.”
