The UK government has spent more than £1m on social media influencers since 2024 as part of a growing effort to promote public campaigns and reach younger audiences online.
Figures released under the Freedom of Information Act show that more than £500,000 has been spent since 2024 on hiring influencers to promote government messages on issues including the environment, welfare, defence and education.
In total, 215 influencers have been engaged during this period, with numbers rising sharply from 89 in 2024 to 126 in 2025.
The use of platforms such as TikTok and Instagram is seen as a strategic move to connect with younger demographics who are less likely to engage with traditional media.
Several major government departments have embraced the approach, with the Department for Education recording the highest spend. It has allocated £350,000 to influencer campaigns since 2024, employing 53 influencers in 2025 alone, compared with 26 the previous year.
Other departments making significant use of paid influencers include the Home Office, the Ministry of Justice, the Ministry of Defence and the Department for Work and Pensions.
The DWP spent £120,023 in 2025 on eight influencers, having not used any the year before. The department said the campaigns were designed to inform the public about government policies, available services and support for vulnerable households.
The Department for Business and Trade spent £39,700 on influencer activity in 2025, engaging a total of 17 influencers across 2024 and 2025. These included well-known online figures such as Bella Roberts, Krish Kara, Noah Brierley, Rotimi Merriman-Johnson, Beth Fuller and Jasmine Shum. Meanwhile, the Ministry of Justice has worked with 12 influencers since 2024 to support recruitment drives for prison officers, probation officers and magistrates.
Ministers have increasingly appeared alongside social media personalities with large followings. During the Cop30 climate summit in Brazil, scientist and influencer Simon Clark shared a FaceTime conversation with the prime minister to his Instagram audience. In July, campaigner Anna Whitehouse posted clips of her discussion with the education secretary about problems in England’s childcare system, while personal finance influencers were given prominent access at a Treasury press conference warning of future tax rises.
The spending comes amid criticism from journalists following changes to Downing Street’s press lobby system.
The government has announced a reduction in daily lobby briefings, with some sessions to be replaced by press conferences open to specialist journalists and social media content creators. Media groups have warned that the changes risk limiting scrutiny.
The data was released after requests from the public relations agency Tangerine, which said the government was competing for the attention of young and disengaged voters. Several departments declined to disclose full details of their spending, citing commercial reasons.
