The government spent £63,000 on influencer marketing for Test and Trace

fullfact.org
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They paid 42 social media stars, including Shaughna Phillips.
The government spent £63,000 on influencer marketing for Test and Trace

13 January 2021

In August of last year, media outlets reported that a number of social media influencers had been paid to post about the government's Test and Trace service.

Full Fact asked the Cabinet Office how much was spent on this type of marketing, via a Freedom of Information Request. It told us that £63,000 was spent paying 42 social media influencers to post about Test and Trace. This amounts to £1,500 per influencer on average, although their payment is likely to vary depending on how large their following is.

Because of the rules in the UK about disclosing paid-for advertising on social media, if…
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