Invasive non-native species (INNS) are one of the main drivers of global biodiversity loss (I.P.B.E.S. 2019) and an important issue in the UK, one of the most nature-depleted countries on Earth (Burns et al. 2023). Understanding public awareness and perceptions is critical for successful management of INNS impacts (Crowley et al. 2017). However, measuring them using traditional methods, such as surveys, has historically been limited by financial and time constraints. Conservation culturomics - the use of digital data to assess human-nature interactions - can provide a cheap and efficient solution to these constraints (Jarić et al. 2021). Indeed, internet search volumes provide a proxy for public interest in INNS (Proulx et al. 2014). We used Google Trends to assess the relative search volumes (RSV), from 2009 to 2023, for scientific and common names of 126 INNS in the UK, taken from the Great Britain Non-Native Species Secretariat’s risk assessments and identification sheets. We found that species were more likely to be searched on Google if they were larger, offered more uses to humans, and had been resident in the UK for longer. To understand what drives RSV, we reviewed online content correlating with peaks in search interest (≥1.5 standard deviations above the mean search interest for that species). Factors influencing RSV over time included seasonal changes in the species (such as flowering periods for plants) and the appearance of the species in the media (such as television features on nature documentaries). We explored how peaks in RSV are correlated with online content, looking at types of media (blogs, social media posts, forum discussions etc.) and what topics are covered when INNS are discussed online (management, impacts, cultivation of the species, etc.). Correlations between RSV and mentions in mainstream media such as television and national news articles suggest that media engagement plays an important role in driving online interest in INNS. This growing interest is vital to ensure community understanding and support for INNS reporting, containment and eradication programmes, helping to limit biodiversity loss.