Whitmer Administration Spent More Than $500,000 on Social Media Influencers to Promote Michigan, Report Finds

LANSING, Mich. – Governor Gretchen Whitmer's administration spent more than $500,000 on social media influencers over the past two years to promote Michigan tourism and economic development, according to an investigation by The Detroit News.

Records reviewed by the newspaper show Michigan's state economic development agency paid 54 influencers through its marketing firm, FINN Partners, to create content on platforms including TikTok, Instagram, and YouTube.

According to the investigation, the agency spent $508,800 on influencer partnerships since 2024, with approximately $286,250 supporting the state's Pure Michigan tourism campaign. Agency officials said influencer marketing is one part of a broader strategy designed to reach larger audiences in a cost-effective way. However, the agency declined to release individual contracts or discuss additional expenses, saying those details could affect future negotiations with influencers.

The influencer campaign featured a variety of content creators, including former Detroit Piston Rip Hamilton, former football player Jaylin James, travel, food, fashion, and lifestyle influencers, along with other online personalities.

The agency said the campaign is funded through a combination of taxpayer dollars and other revenue sources, including gaming revenue, fees, and investment earnings. However, officials did not provide a detailed breakdown showing exactly how each funding source was used.

The spending has drawn criticism from some lawmakers and policy groups who argue taxpayers deserve greater transparency. Michael LaFaive of the Mackinac Center for Public Policy said the Legislature should require more disclosure about how the agency spends public money. House Oversight Committee Chairman Jay DeBoyer, R-Clay Township, also questioned whether influencer marketing should be a priority while Michigan continues to face infrastructure and affordability challenges. DeBoyer has introduced legislation that would eliminate the agency.

The report comes as Michigan's state economic development agency continues to face scrutiny over several other economic development projects, including corporate incentive packages, business subsidies, and major site development initiatives. A recent Mackinac Center analysis estimated that several large corporate incentive deals approved during Whitmer's administration have produced fewer jobs than originally projected. Critics have also pointed to other agency-funded projects that have generated debate over taxpayer spending.

The spending also comes as many Michigan families continue to face financial challenges. According to the latest United for ALICE report, approximately 40% of Michigan households either live in poverty or earn too little to cover basic living expenses despite working. The report estimates that more than 1.6 million Michigan households fall below the ALICE financial threshold, which measures the cost of necessities such as housing, food, transportation, child care, health care, and taxes.

The Question: Michigan spent more than $500,000 paying social media influencers to promote the state. Do you believe public money should be used for influencer marketing, or should those funds be directed toward roads, infrastructure, public safety, or other priorities?