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07
Jul
North Yorkshire Council doubles spending on social media influencers
North Yorkshire Council has doubled the amount it spends on social media influencers over the last two years.
Like many local authorities, the council pays content creators and bloggers to promote aspects of its work.
The Stray Ferret submitted a freedom of information request asking how much it spent each year along with details of which influencers it paid, how much and for what purpose.
The council revealed it has spent £29,526 in total since it was created on April 1, 2023. It spent £6,011 in 2024, £10,827 in 2025 and £12,038 so far this year.
We have provided a list of paid influencers at the end of this article. Many promote travel and lifestyle.
Local ones include @theharrogatefam, who blogs about things to do in Harrogate and @harrogatemama, who covers lifestyle issues for mothers.
However, the council refused to reveal how much it paid each influencer, claiming this would “weaken the authority's ability to negotiate effectively and secure best value in future influencer marketing campaigns”.
Explaining the purpose of the activity, it said:
North Yorkshire Council uses influencers and content creators as part of its communications strategy, with the most prominent usage for destination and events marketing.
This approach reflects significant changes in consumer behaviour, particularly the increasing role of digital and social media platforms in shaping travel and leisure decisions. Platforms such as Instagram, TikTok and YouTube are now widely used for inspiration and research. Working with influencers ensures the council can communicate effectively in these spaces, remain competitive with other destinations, and reach audiences who may not engage with traditional marketing channels.
It added the partnerships helped it “reach key growth audiences, including younger travellers and families, as well as promoting specific initiatives” and “showcase North Yorkshire in an authentic and engaging way, often supplemented by in-kind support from partners such as accommodation providers, attractions and transport operators”.
Asked for evidence of the activity’s impact, the council gave a list of statistics, which we have also published below.
It added:
Influencer activity forms a targeted and cost-effective part of North Yorkshire Council’s approach to marketing the destination, supporting the visitor economy, and promoting key events, services and initiatives. This activity enables the council to reach relevant audiences at scale, demonstrate strong engagement, and support economic and community outcomes across the county.
Influencers paid
@theharrogatefam
@harrogatemama
@littlemissyorkshire
@perfectly_peneloperae (now inactive)
@sarahfoodieuk (now @sarahugccreator)
@ameliaspassport
@freya_adventureawaits
@candaceabroad
@the.yorkshireman
@love_travelling_blog
@hatching_a_plan_
@wild_0utdoors
@the.family.from.yorkshire
@ameliamtravels
@thetravelhack
@adventures_fun_northeast
@myworkingmamalife
@cclifediaries
@lifeonhawlane
@melmadawg
@adventuresofalicee
@pintsizedphoto
@yorkshirefoodguide
@thetinycaravanner
@thereluctantexplorers
@omgitsmrsg
Impact of Campaigns
The impact of influencer activity is primarily measured through digital reach and views. Recorded campaign performance includes:
Find Your Escape: 68,018 views
Time to Get Away: 139,361 views
Christmas Campaign: 20,410 views
Family Campaign: 198,821 views
Starring North Yorkshire: 64,822 views
Come On In: 98,741 views
Restaurant Weeks: 287,620 views
Event promotion activity: Scarborough Food and Drink Festival & Filey Food Festival 2025 via The Yorkshireman: Reach = 278,462
Event promotion activity: Scarborough Food and Drink Festival & Filey Food Festival, Yorkshire Food Guide 2025 & 2026: 1,696,012 views
Outdoor Learning Service promoting Easter holidays: 1,500 views
Content from gifted (non-paid) influencer visits generated a further 13,368 views.
Total recorded impact: 2,867,135
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