Social Media Advertising: FOI release
- Published
- 15 December 2022
- Topic
- Public sector
- FOI reference
- FOI/202200322401
- Date received
- 28 September 2022
- Date responded
- 21 October 2022
Information request and response under the Freedom of Information (Scotland) Act 2002.
Information requested
The total spend by the Scottish Government on advertising on the following platforms in the last 10 financial years: Facebook; Twitter; Instagram; YouTube; Reddit; Tiktok; Any other social media platform.
Response
The spend by financial year on social media platforms is as follows. An Excel file is also attached as per your request.
|
Social Media Platform |
Apr 12-Mar 13 |
Apr 13-Mar 14 |
Apr 14-Mar 15 |
Apr 15-Mar 16 |
Apr 16-Mar 17 |
Apr 17-Mar 18 |
|
|
£100,381 |
£123,692 |
£162,349 |
£177,723 |
£233,293 |
£203,663 |
|
Instagram* |
£0 |
£0 |
£0 |
£2,000 |
£14,842 |
£28,218 |
|
|
£0 |
£0 |
£0 |
£0 |
£4,515 |
£0 |
|
|
£0 |
£0 |
£0 |
£0 |
£0 |
£0 |
|
|
£0 |
£0 |
£0 |
£0 |
£0 |
£0 |
|
Snapchat |
£0 |
£0 |
£0 |
£0 |
£0 |
£21,622 |
|
Tiktok |
£0 |
£0 |
£0 |
£0 |
£0 |
£0 |
|
|
£0 |
£600 |
£13,274 |
£25,147 |
£5,598 |
£11,758 |
|
YouTube |
£4,350 |
£64,244 |
£12,822 |
£31,250 |
£46,730 |
£78,240 |
|
Grand Total |
£104,731 |
£188,536 |
£188,445 |
£236,120 |
£304,978 |
£343,501 |
|
|
|
|
|
|
|
|
|
Social Media Platform |
Apr 18-Mar 19 |
Apr 19-Mar 20 |
Apr 20-Mar 21 |
Apr 21-Mar 22 |
Apr 22-Sept 22 |
Total by Platform |
|
|
£290,098 |
£431,775 |
£1,719,790 |
£2,342,100 |
£267,937 |
£6,052,801 |
|
|
£85,196 |
£42,905 |
£0 |
£0 |
£0 |
£173,161 |
|
|
£5,492 |
£2,000 |
£1,966 |
£77,091 |
£37 |
£91,101 |
|
|
£0 |
£0 |
£0 |
£1,999 |
£0 |
£1,999 |
|
|
£0 |
£0 |
£10,163 |
£13,379 |
£0 |
£23,542 |
|
Snapchat |
£30,034 |
£17,580 |
£99,277 |
£134,473 |
£6,993 |
£309,979 |
|
Tiktok |
£0 |
£0 |
£92,825 |
£187,100 |
£22,487 |
£302,412 |
|
|
£50,233 |
£144,880 |
£709,659 |
£934,713 |
£106,647 |
£2,002,509 |
|
YouTube |
£115,898 |
£217,700 |
£842,387 |
£962,889 |
£95,276 |
£2,471,786 |
|
Grand Total |
£576,951 |
£856,840 |
£3,476,067 |
£4,653,744 |
£499,377 |
£11,429,290 |
* There was spend on Instagram from April 2020 onwards, however the approach for this moved to one whereby Meta (the company operating Facebook and Instagram) delivers where the best performance is across Facebook/Instagram. The billing comes direct from Facebook as a single entity so the cost cannot be split.
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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