FOI/202500465435 · FOI · unclear
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.
Contact Please quote the FOI reference Central Correspondence Unit Email: contactus@gov.scot Phone: 0300 244 4000 The Scottish Government St Andrew's House Regent Road Edinburgh EH1 3DG
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