Episode Details

Dutch ministries dumped nearly €3.5 million since 2020 on outsourced social media management—hiring creators for Instagram, X, and even Bluesky to craft posts and polish their digital image. Defense and Economic Affairs led the spending, especially Defense after Ukraine, shelling out over €724k for security messaging consultants. By late 2024, ministries began building in-house teams, now employing 33 full-time staff costing €3 million annually—up from 67 FTEs in 2026. Interior and Housing spent nearly €580k on content. While the government claims this boosts public understanding, results vary wildly—from viral videos to a Lady Gaga-themed post reaching just 13k viewers—raising questions about whether the investment truly delivers value.

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