Since July 2024, UK government departments have allocated at least £2.4 million to collaborate with social media influencers. This strategy aims to promote various campaigns, including career development and public service recruitment, by engaging audiences that may be less responsive to traditional media channels.
Officials emphasized the importance of assessing these marketing efforts for value, while some critics argue that this spending reflects a failure in communication. Notably, the Department for Education and the Department for Work and Pensions were among the highest spenders on influencer partnerships.