Question to the Cabinet Office:

To ask the Minister for the Cabinet Office, pursuant to the answer of 10 October 2025 to Question 73943 on Cabinet Office: Social Media, how much has been spent by his Department on social media influencers since 4 July 2024; and on what campaigns.

As digital and social media become central to how people consume information, Government is adapting its communications approach to meet audiences where they are. Digital and social media channels enable us to reach audiences more cost-effectively, delivering better value from communications budgets.

The total spent by the Cabinet Office on influencer marketing from 4 July 2024 to present is £280,068.11. Please note this figure is subject to the exchange rate at the time of completing this request.

The Government Communication Service has commissioned the following influencer market campaigns, with total costs (inclusive of agency fees) listed:

• New Media Unit - Free School Breakfast Clubs: £48,530.00 (February - September 2025)

• New Media Unit - National Living/Minimum Wage: £17,500.00 (March 2025)

• New Media Unit - Warm Homes: £24,000 (November - December 2025)

• GREAT Campaign - Audacious Kingdom: £117,000.00 (September 2023 - May 2025)

• GREAT Campaign - Greater Together: £111,216.75 (March 2025 - present)

These campaigns are used to raise awareness about government schemes and initiatives and promote the UK internationally.

Please note, some data has been withheld due to commercial and wider sensitivities.