Question to the Ministry of Defence:

To ask the Secretary of State for Defence, how much his Department has spent on social media influencers since July 2024.

Since July 2024, the Ministry of Defence has spent £123,173 on third-party independent content creators. This figure includes all costs, such as agency fees.

This expenditure relates solely to the Royal Navy. Independent content creators can offer a highly effective way of reaching new audiences through targeted campaigns. The aim is to increase awareness of the Royal Navy and Royal Marines, foster favourability and support, and aid recruitment. Direct messaging also supports retention by recognising the influence of families, friends and veterans.

The Royal Navy’s recruitment and attraction team leads recruitment efforts, supported by Royal Navy communications. Their role is to create a positive impression of the Royal Navy among key audiences and social influencers.

All communications campaigns undergo thorough planning and evaluation to ensure value for money for the taxpayer.