‘TikTok gold rush’ as SNP Government uses social media influencers to promote campaigns

The Scottish Government has sparked a “TikTok gold rush” as SNP ministers step up their use of social media influencers to promote campaigns online.

They include a former TV star as well as regular family bloggers who have built huge followings on Instagram and YouTube thanks to their accessible brand of content.

A PR industry figure said civil servants were increasingly scrambling “for the attention of young and apathetic voters” as the public is turned off by politicians who share “pre-rehearsed soundbites”.

A Freedom of Information request found 40 social media influencers have been paid by the Scottish Government in the first half of 2026 – more than in 2024 and 2025 combined.

In 2024, the Scottish Government hired 12 influencers, before rising to 17 influencers hired in 2025.

Influencers to appear on recent Scottish Government-produced content include Eilidh Wells, who regularly shares videos about family life with her 35,000 subscribers on YouTube.

Wells was filmed driving to Loch Lomond for a family day out to promote the “benefits of electric vehicles”.

Other content creators appearing on the Government’s social media channels are the Olive Tree Family, who share their experience of bringing up two young sons.

They were also filmed on a trip to Loch Lomond – but this time on the bus, in a clip to promote the use of public transport.

Celebrities like TV personality Gail Porter have also joined Scottish Government campaigns.

Porter was part of a campaign launch video last year for mental health, where she sat down at Hampden Park with a group including digital creator Howey Ejegi, former professional footballer Zander Murray, and founder of Street Soccer Scotland, David Duke, to discuss their personal experiences.

Sam Fisk, associate director at Tangerine, an independent PR firm, said: “This year marked the start of a TikTok gold rush in Holyrood as Scottish Government departments scramble for the attention of young and apathetic voters.

“The public are craving authentic voices and increasingly turning off from watching government officials trumpet out pre-rehearsed political soundbites.

“The Scottish Government shouldn’t be sneered at for their use of influencers. This is a smart shift given the fall in TV viewership, however, the challenge is now delivering genuinely high-quality content. It won’t be easy to stop a Gen Z scrolling for a government advert.

“We know Gen-Z are far more likely to stop scrolling for an influencer video compared to a government body posting. There is no end in sight for this new era of communications.”

The Scottish Government has refused to reveal how much it pays individual influencers, citing an FOI exemption for “commercially-sensitive information”. Government marketing activity is commissioned through its Marketing and Media Services Frameworks.

In an FOI response, the Scottish Government said it “does not directly pay individuals or media organisations. Payment is made from the appointed Scottish Government media or marketing agency to the recipient.”

The Record previously revealed how the Scottish Government halted all advertising spending on Twitter, now known as X, shortly after Humza Yousaf became first minister in 2023.

The former SNP MSP has clashed on several occasions with Elon Musk, the billionaire owner of X, and branded him “one of the most dangerous men on the planet”.

A Scottish Government spokesman said: “All governments have a responsibility to inform the public of key services and policies. As social media use grows it is important that the way we engage with the public responds accordingly.

“Working with influencers ensures we can reach audiences traditional channels cannot reach, which is why work with influencers is growing in governments across the UK.”