The UK government is investing over £1 million annually to expand a new media unit aimed at boosting its digital communication efforts through social media influencers and content creators. The Government Media Unit (GMU), established in April within the Cabinet Office’s Government Communication Service, seeks to produce “direct-to-citizen” video content designed to engage the public across platforms such as TikTok, Instagram, YouTube, and Facebook.

The GMU is appointing 18 staff members to fill 13 roles, with salaries ranging from £37,922 to £45,259 per year, including pension contributions. Candidates are expected to be adept in social media trends and possess a proven record of creating engaging video content tailored for social audiences. Some influencers recruited are expected to appear alongside government ministers in so-called “scroll-stopper” videos intended to capture viewers’ attention more effectively than traditional communications.

This expansion accompanies a broader government effort to adopt behavioural marketing techniques, which use online data to target messaging more precisely. According to a Whitehall source, these positions received approval roughly two months ago from the team led by Labour leader Keir Starmer.

The GMU is now growing its presence in both London and Manchester. The latter coincides with Greater Manchester Mayor Andy Burnham’s recent establishment of his office, dubbed “No 10 North.” Burnham’s personal social media following eclipses that of the official Government Instagram account, with 461,000 followers compared to the government’s 399,000.

A government spokesperson emphasized that these roles are intended to create “impactful and accessible content” to improve engagement with the public through modern digital channels. The initiative reflects a shift within government communications towards adapting to changing media consumption habits and leveraging social media influencers to reach wider and younger audiences.