Key Takeaways
- The UK government has spent over half a million pounds on social media influencers to promote campaigns since 2024
- The Department for Education spent the largest amount, £350,000, and used 53 influencers in 2025
- The government is using social media influencers to reach younger audiences, particularly on platforms like TikTok
- Critics argue that the government is using influencers to avoid serious scrutiny of controversial policies
- The use of social media influencers is part of a broader shift in the government’s communication strategy, which includes changes to the press lobby system
Introduction to Government Spending on Social Media Influencers
The UK government has spent a significant amount of money on social media influencers to promote various campaigns since 2024. According to recent figures, over half a million pounds has been spent on hiring 215 influencers, with the Department for Education being the largest spender at £350,000. This trend is seen as an attempt to reach younger audiences, particularly on platforms like TikTok, where traditional media may not be as effective. The government’s use of social media influencers is part of a broader shift in its communication strategy, which includes changes to the press lobby system and the use of new platforms to reach the public.
Breakdown of Government Spending on Social Media Influencers
The figures released under the Freedom of Information Act show that the Department for Education spent £350,000 on 53 influencers in 2025, compared to £26 in the previous year. The Home Office, Ministry of Justice, Ministry of Defence, and the Department for Work and Pensions (DWP) were among the departments that used the most paid-for social media influencers to promote their work since 2024. The DWP spent £120,023 this year on eight influencers, while the Department for Business and Trade spent £39,700 on 17 influencers. The Ministry of Justice used 12 social media influencers to support recruitment campaigns for prison officers, probation officers, and magistrate roles.
Criticism of the Government’s Use of Social Media Influencers
The government’s use of social media influencers has faced criticism from journalists, who argue that it is a way of avoiding serious scrutiny of controversial policies. The changes to the press lobby system, which include reducing the number of daily lobby briefings and replacing them with press conferences open to specialist journalists and social media content creators, have also been criticized for restricting access to scrutiny. Critics argue that the government is using social media influencers to promote its message without being held accountable for its actions. However, others argue that the use of social media influencers is a smart shift in the government’s communication strategy, given the decline in traditional media viewership.
The Government’s Communication Strategy
The government’s use of social media influencers is part of a broader shift in its communication strategy. The prime minister has joined Substack, a newsletter platform, and has written about the importance of exploring new ways to communicate with the public. Keir Starmer has also launched a TikTok account, which has been praised for its competence. The government views the influencer ecosystem as a useful way to reach audiences who rarely engage with traditional media. However, the challenge is to deliver high-quality content that will engage younger audiences and provide them with the information they need to make informed decisions.
Conclusion
In conclusion, the UK government’s use of social media influencers is a significant trend in its communication strategy. While it has been criticized for avoiding serious scrutiny of controversial policies, it is also seen as a smart shift in the government’s approach to reaching younger audiences. The use of social media influencers is part of a broader shift in the government’s communication strategy, which includes changes to the press lobby system and the use of new platforms to reach the public. As the government continues to evolve its communication strategy, it will be important to ensure that it is transparent, accountable, and effective in reaching its target audiences.
