Scottish Government spend on social media advertising: FOI release

Information requested

Can I please request the following information under FOI:

• The amount of money the Scottish Government spent on social media advertising in 2021-22; 2022-23 and 2023-2024.
• Can you please break this down by platform type (Facebook, Instagram, X, TikTok and LinkedIn).

Response

The following table sets out social media advertising expenditure for the financial years 2021-22, 2022- 23 and 2023-24, broken down by platform/supplier. Please note that advertising expenditure is not split out separately for Facebook and Instagram, as placements are purchased through Meta's unified platform.

Channel	2021-2022	2022-2023	2023-2024
Meta(Facebook/Instagram)	£2,342,100.68	£745,406.00	£476,498.00
LinkedIn	£89,555.00	£63,414.73	£24,780.00
Pinterest	£1,999.00	£0.00	£0.00
Reddit	£13,379.00	£0.00	£0.00
Snapchat	£134,473.00	£8,915.00	£3,155.00
TikTok	£187,100.00	£58,532.00	£0.00
Twitch	£194,520.00	£10,435.00	£11,770.00
Twitter	£934,713.00	£136,494.45	£0.00
Total	£3,897,839.68	£1,023,197.18	£516,203.00

All Scottish Government marketing expenditure is published on an annual basis, and is available on Marketing spend - gov.scot.

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.