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Parliamentary debates and questions

S5W-09796: Mark Griffin (Central Scotland)

Scottish Labour

Date lodged: 20 June 2017

To ask the Scottish Government what the projected (a) audience and (b) reach has been for the young carers benefit social media and digital uptake campaign, which was launched during Carers Week 2017.

Answered by: Jeane Freeman 17 July 2017

The audience for this activity was young carers in Scotland. There are an estimated 49,000 young carers in Scotland, of whom more than 7,000 are estimated to be eligible for Carer’s Allowance. The campaign’s reach and performance is in the following table. The campaign was delivered by Young Scot and the figures cover the period of Carers' Week, 12-18 June.

Young Scot channel

Target

Actual

Performance

Facebook

- Reach (total)

 

130,000

 

173,844

 

+33.7%

Facebook videos

- Views (total)

- Reach (total)

 

18,200

80,000

 

21,274

110,977

 

+16.9%

+38.7%

Twitter

- Reach

 

800,000

 

864,212

 

+8.0%

Snapchat

- Views (total)

- Completion rate (average)

 

10,600

91%

 

13,000

88.5%

 

+22.6%

- 2.7%

Instagram

- Views (total)

 

4,200

 

4,349

 

+ 3.5%

The Scottish Government’s Social Security Twitter account, launched on the first day of the Young Carers Benefit Take Up campaign, achieved reach of 27,165.

Note these figures cover Young Scot and Scottish Government social media channels only. They do not include the reach of stakeholders and partners who posted supporting content.