The Scottish Government has paid 40 social media influencers in the first half of 2026, more than in 2024 and 2025 combined, according to a Freedom of Information request. The move has been described as a "TikTok gold rush" as SNP ministers step up their use of online personalities to promote campaigns.
Influencers hired include a former TV star, regular family bloggers with large followings on Instagram and YouTube, and other content creators. Recent Scottish Government-produced content features Eilidh Wells, who shares videos about family life with her 35,000 YouTube subscribers, and was filmed driving to Loch Lomond to promote the "benefits of electric vehicles".
Influencer campaigns and celebrity involvement
The Olive Tree Family, who share their experience of bringing up two young sons, were also filmed on a trip to Loch Lomond—this time on a bus, in a clip promoting public transport. TV personality Gail Porter joined a campaign launch video last year for mental health, where she sat down at Hampden Park with digital creator Howey Ejegi, former professional footballer Zander Murray, and David Duke, founder of Street Soccer Scotland, to discuss their personal experiences.
In 2024, the Scottish Government hired 12 influencers, rising to 17 in 2025. The government has refused to reveal how much it pays individual influencers, citing an FOI exemption for "commercially-sensitive information".
PR industry reaction and government response
Sam Fisk, associate director at independent PR firm Tangerine, said: "This year marked the start of a TikTok gold rush in Holyrood as Scottish Government departments scramble for the attention of young and apathetic voters. The public are craving authentic voices and increasingly turning off from watching government officials trumpet out pre-rehearsed political soundbites."
Fisk added: "The Scottish Government shouldn't be sneered at for their use of influencers. This is a smart shift given the fall in TV viewership, however, the challenge is now delivering genuinely high-quality content. It won't be easy to stop a Gen Z scrolling for a government advert. We know Gen-Z are far more likely to stop scrolling for an influencer video compared to a government body posting. There is no end in sight for this new era of communications."
The Scottish Government said it "does not directly pay individuals or media organisations. Payment is made from the appointed Scottish Government media or marketing agency to the recipient." Marketing activity is commissioned through its Marketing and Media Services Frameworks.
This follows a previous revelation that the Scottish Government halted all advertising spending on Twitter, now known as X, shortly after Humza Yousaf became first minister in 2023. Yousaf has clashed with Elon Musk, the billionaire owner of X, branding him "one of the most dangerous men on the planet".
A Scottish Government spokesman said: "All governments have a responsibility to inform the public of key services and policies. As social media use grows it is important that the way we engage with the public responds accordingly. Working with influencers ensures we can reach audiences traditional channels cannot reach, which is why work with influencers is growing in governments across the UK."
