Question to the Department for Education:

To ask the Secretary of State for Education, how much her Department has spent on social media influencers since July 2024.

Today’s media landscape is unrecognisable compared to even a decade ago, and the way the public receives information and communicates has changed drastically in this time.

The government has a duty to engage with the public where they are, using channels and voices they trust to ensure all citizens can access government services, information and support, meeting audiences where they are.

The department’s campaigns support the delivery of our priorities by recruiting people into vital education workforces and helping the public make informed choices and access relevant services and opportunities. This includes supporting teacher, further education and early years recruitment, promoting skills and training routes, and helping families access early years and childcare support.

Content creators form one part of integrated campaigns that use a range of communications channels, including paid media, partnerships, public relations activity, GOV.UK content and departmental channels.

The total spend is £794,341 since July 2024. Note that this cost includes agency and wider fees.

Content creators are paid fairly for their services, time and expertise in content creation. There work reaches people directly on the channels they use daily. Without targeted campaigns, millions of citizens would miss out on services, rights, and support to which they are entitled

The guidelines for influencer and content creator marketing were created by the Government Communication Service and first published internally in November 2023.