State agencies splash €30m for experts on YouTube, Instagram and TikTok

Content creators and influencers key to plans for communications – but fears remain over use of Chinese social media firms

Rozana Purcell is among the influencers to have been paid for her content. Photo: Tony Gavin

Adrian Weckler

State bodies are handing out millions in contracts for experts in TikTok, Instagram and YouTube.

In the last nine months, contracts worth almost €30m have been flagged by bodies ranging from the HSE to Bord Iascaigh Mhara for those who know how to record and popularise TikTok videos and Tweets, or who can integrate them into wider campaigns.