Department for Education: Marketing
The question
To ask the Secretary of State for Education, what expenditure her Department has incurred on campaigns involving social media influencers, celebrities or public figures since July 2024.
Answered by Olivia Bailey
Spend is reported in the department’s annual reports and accounts under ‘Communications, publicity and advertising’ which is available at: https://assets.publishing.service.gov.uk/media/687794132bad77c3dae4dc67/DfE_consolidated_annual_report_and_accounts_2024_to_2025__web-optimised_version_.pdf.
The department records spend by financial year. Spend on influencer marketing in the 2025/26 financial year was £589,671 and £10,000 has been spent to date in the current financial year. The figure represents total campaign spend associated with influencers, content creators and social media personalities, including fees paid to individuals as well as associated agency, production and delivery costs. Paid-for communication is subject to Cabinet Office spending controls and subject to standard value for money assessments.
This spend covered the Skills for Life, Early Years Careers (Do Something Big),
Best Start in Life, Get Into Teaching, and Further Education teacher recruitment (Train to Teach in FE), campaigns.
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