Question to the Department for Work and Pensions:

To ask the Secretary of State for Work and Pensions, how much his 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.

As one of the largest government departments, our campaigns aim to give people straightforward information about policies and services that make a real difference in their daily lives. We focus on helping some of the UK’s most vulnerable households by showing them what support is available and how to access it. For example, letting pensioners know they could get extra money to help with living costs and explaining how to apply, guiding people through the steps to switch from older benefits to Universal Credit so they don’t miss out on payments, and sharing advice on how to access jobs and skills support.

The total spend is £212,425 since July 2024. Please note this cost includes agency and wider fees.

Content Creators are paid fairly for their services, time and expertise in content creation. Their 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 Department has used disability influencers to engage their audiences on work and skills opportunities as well as the move to UC, as well as influencers for youth participation and skills. Influencers were also part of a successful campaign to reduce benefit overpayments.

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

All influencers were contracted through and paid by M&C Saatchi on our behalf.