Information

Social Media Advertising: FOI release

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

Facebook

£100,381

£123,692

£162,349

£177,723

£233,293

£203,663

Instagram*

£0

£0

£0

£2,000

£14,842

£28,218

LinkedIn

£0

£0

£0

£0

£4,515

£0

Pinterest

£0

£0

£0

£0

£0

£0

Reddit

£0

£0

£0

£0

£0

£0

Snapchat

£0

£0

£0

£0

£0

£21,622

Tiktok

£0

£0

£0

£0

£0

£0

Twitter

£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

Facebook

£290,098

£431,775

£1,719,790

£2,342,100

£267,937

£6,052,801

Instagram

£85,196

£42,905

£0

£0

£0

£173,161

LinkedIn

£5,492

£2,000

£1,966

£77,091

£37

£91,101

Pinterest

£0

£0

£0

£1,999

£0

£1,999

Reddit

£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

Twitter

£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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