Breakdown of paid media spend on Twitter/X and LinkedIn: FOI release

Information requested

The total spend on services provided by X (formerly Twitter) and LinkedIn for each of the calendar years 2023, 2024 and 2025 to date. Please provide a breakdown of what the money was spent on.

Response

There has been no paid media spend on X/ Twitter for 2023, 2024 and 2025 to date.

The LinkedIn paid media spend has been split below for each calendar year and campaign:

2023:

• GP recruitment campaign - £39,997.64
• Brand Scotland campaign - £19,458.09
• Climate Behaviours campaign - £8,157

2024:

• Brand Scotland campaign - £19,213.65
• Climate Behaviours campaign - £4,414

2025:

• Brand Scotland campaign - £8,315.88
• Foster Care campaign - £1,600

The advertising spend for recruitment on LinkedIn is outlined below, according to each financial year:

2022/ 2023 - £75,100

2023/ 2024 - £92,887

2024/ 2025: - £92,887

The totals include costs for recruiter licences, talent insights licences, customisable careers pages and 30 concurring job advertising slots. Advertising services on LinkedIn are agreed in advance for 12 months provision of services and are not commissioned on a per job basis as this represents a more cost-effective approach, based on volumes.

About FOI

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