Publication - FOI/EIR release

COVID-19 social media marketing spend: FOI release

Published: 20 May 2021
Topic: Coronavirus (COVID-19) in Scotland, Money and tax, Public sector
FOI reference: FOI/202100195521
Date received: 20 April 2021
Date responded: 10 May 2021

Information request and response under the Freedom of Information (Scotland) Act 2002

Information requested

Breakdown of social media marketing spend, broken down to each platform level (i.e. £x on YouTube,£y on Facebook), promoting content that is specifically relating to Covid-19 covering the pandemic for the last financial year.

Response

The following table sets out the spend per platform via the Scottish Government Marketing on social media marketing:

Topic/Audience	Facebook/Instagram	Linkedin	Reddit	SnapChat
Compliance	£168,857.19
Covid Health	£182,487.09
Elderly/Vulnerable	£16,386.76
Financial Support	£25,467.55
Food Supply	£12,641.00
Levels	£38,082.53
Mental Health	£93,045.14		£ 4,000.00	£23,099.46
Non-compliance	£26,293.34			£23,170.92
Parent Club	£399,282.66
Restrictions	£90,760.81
Tenants	£11,142.34
Test & Protect	£69,581.22	£661.20
Young People	£65,911.35			£16,439.62
Total	£1,199,938.98	£661.20	£ 4,000.00	£62,710.00

Topic/Audience	TikTok	Twitter	YouTube
Compliance		£109,580.92	£146,130.74
Covid Health	£ 2,570.18	£115,176.69	£ 8,536.13
Elderly/Vulnerable			£ 8,674.03
Financial Support			£ 6,028.00
Food Supply		£14,500.00	£-
Levels			£57,062.18
Mental Health	£35,051.23	£53,150.39	£39,377.89
Non-compliance	£ 2,482.41	£ 4,000.00	£ 9,752.13
Parent Club		£46,128.25	£80,253.51
Restrictions	£ 1,429.50	£30,155.90	£34,601.89
Tenants			£10,053.70
Test & Protect	£ 4,000.00	£12,298.18	£43,553.17
Young People	£17,818.68	£36,561.87	£ 2,829.55
Total	£63,352.00	£421,552.20	£446,852.92

About FOI
The Scottish Government is committed to publishing all information released in response to Freedom of Information requests. View all FOI responses at http://www.gov.scot/foi-responses.

Contact

Please quote the FOI reference
Central Enquiry Unit
Email: ceu@gov.scot
Phone: 0300 244 4000

The Scottish Government
St Andrews House
Regent Road
Edinburgh
EH1 3DG

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