Publication - FOI/EIR release

COVID-19 social media marketing spend: FOI release

Published: 20 May 2021

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

Published:
20 May 2021
COVID-19 social media marketing spend: FOI release
FOI reference: FOI/202100195521
Date received: 20 Apr 2021
Date responded: 10 May 2021
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

 


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Contact

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

The Scottish Government
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Regent Road
Edinburgh
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