Number of paid influencers, creators, and public figures used by Scottish Government: FOI release

Information requested

The total number of paid social media influencers, creators, or public figures used for campaigns, promotions, or advertisements by the Scottish Government, for each year of 2024 and 2025 - as well as 2026 to date. I would like the number of influencers used broken down by year.

Please note: I am not asking for any commercial information. I am not asking for costs, how much they were paid or which influencers used. Purely for the number used in each of these years.

Response

The response to your question is in the table below and details are correct at time of writing:

Year	Number of influencers, creators, or public figures
2024	12
2025	17
2026	40

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.