Request ID: FOI-2367-2122 Date published: 07 February 2022
Please include the information for each of the following periods; 2019-20, 2020-21, 2021-22:
• The total spend by the organisation on social media advertising, including a breakdown by year and by form of social media (e.g. Twitter, Facebook, LinkedIn, etc.)
Our Ref: FOI-2367-2122
Thank you for your request received on 19 January 2022 asking for information about our social media advertising spend.
Your request has been considered in accordance with the requirements of the Freedom of Information Act and our information access policy. I can confirm we do hold the information you require. You asked for:
Please include the information for each of the following periods; 2019-20, 2020-21, 2021-22: • The total spend by the organisation on social media advertising, including a breakdown by year and by form of social media (e.g. Twitter, Facebook, LinkedIn, etc.)
The table below provides information on the social media spend by channel as well as the total spend in a given financial year. Social media spend within our overall marketing budget increased in 2020/21 vs 2019/20 as we diverted some spend to these channels from other marketing channels in order to encourage discussions and direct engagement with customers for particular campaigns and messaging.
The social media activity has been used across a variety of different campaigns namely: to raise awareness of road and public transport safety, behaviours messaging such as the wearing of face coverings and hate crime, walking and cycling to school, cycling training, the Ultra-Low Emission Zone, Congestion Charge, Emirates Air Line and public transport service improvements.
Our investment in Twitter has increased over time. In 20/21, messaging focused on topics including World Car Free Day, encouraging sign-ups to cycle training as well as the Emirates Air Line cable car with tickets purchasable directly online.
TFL Paid Social Spends FY April 2019-March 2020 FY April 2020-March 2021 April - December 2021 Facebook £24,368 £24,976 £71,224 Instagram - - £6,282 Twitter £28,867 £145,496 £134,230 LinkedIn - £904 - Snapchat - £11,079 - Total Social £53,235 £182,455 £211,736
If this is not the information you are looking for please feel free to contact me.
Please see the attached information sheet for details of your right to appeal.
Gemma Jacob Senior FOI Case Officer FOI Case Management Team General Counsel Transport for London