New data has revealed the UK government has spent more than one million pounds on social media influencers since the start of 2024. The figures, obtained via a Freedom of Information request, highlight a strategic push to use platforms like TikTok to connect with younger, digitally-native audiences who are increasingly disengaged from traditional media.
A Strategic Shift in Government Communications
The spending covers the hiring of 215 influencers across various government departments. The initiative has accelerated, with 126 influencers engaged in 2025 alone, a significant jump from the 89 used in 2024. This move coincides with a major overhaul of the Downing Street press lobby system, which has drawn criticism from journalists for restricting access and scrutiny.
Leading the expenditure is the Department for Education, which spent £350,000 since 2024. Its use of influencers more than doubled, from 26 in 2024 to 53 in 2025. Other major spending departments include the Home Office, Ministry of Justice, Ministry of Defence, and the Department for Work and Pensions (DWP).
Influencers Given Unprecedented Access
Personalities familiar to younger demographics are being actively courted for government campaigns. Notable examples include scientist Simon Clark broadcasting a FaceTime call with Prime Minister Keir Starmer during the Cop30 summit, and campaigner Anna Whitehouse (Mother Pukka) interviewing Education Secretary Bridget Phillipson about childcare failures.
In a striking example, personal finance influencers Cameron Smith and Abi Foster were given front-row seats at Chancellor Rachel Reeves's press conference warning of tax rises. The DWP, which spent over £120,000 on eight influencers this year after using none in 2024, stated the partnerships aim to inform the public about policies and support for vulnerable households.
Criticism and Justification of the New Strategy
The figures were compiled by the PR agency Tangerine, which suggested the government is scrambling for the attention of "young and apathetic voters." Sam Fisk, an associate director at the agency, commented that while the shift is smart given falling TV viewership, the challenge is creating content compelling enough to stop a Gen Z user from scrolling past a government advert.
Downing Street defends the approach as a necessary evolution to reach audiences who rarely watch news broadcasts or read newspapers. However, critics argue it is a method to avoid rigorous journalistic scrutiny, instead favouring 'softball' questions from interviewers who may lack deep policy knowledge.
This modern communications strategy is being personally endorsed by the Prime Minister. Keir Starmer recently launched a TikTok account, earning moderate praise for his "borderline competent" videos, and has also joined the newsletter platform Substack, pledging to explore innovative ways to explain government decisions directly to the public.
