Social media has grow to be a key a part of the UK’s digital world. Its affect spans all the enterprise funnel, from buyer engagement to strategic planning. Social touches each facet of how companies function and develop. For social media professionals within the UK or concentrating on its extremely engaged person base, staying forward of the sport requires a stable grasp of the most recent stats and tendencies to make sensible choices.
As we transfer into 2025, a number of key themes are rising:
Authenticity and real connection: UK customers are more and more drawn to manufacturers that talk with sincerity and that means.
The evolving function of AI: AI is turning into extra prevalent in social media administration, however moral and strategic implementation is essential.
Personalised experiences: Customers count on tailor-made content material and interactions, making personalisation a key focus for manufacturers.
The rise of social commerce: Social media is not only a platform for model consciousness; it’s a robust device for driving gross sales and conversions.
We need to offer you the important thing knowledge and insights wanted to navigate these social media advertising tendencies in the UK and make knowledgeable choices that drive actual outcomes. Let’s dive into the numbers and uncover the alternatives ready on your model:
How does the UK use social media in 2025?
Earlier than we dive into the specifics of particular person platforms, let’s set up a baseline understanding of the general social media panorama within the UK. This can present beneficial context for exploring the alternatives and challenges every platform presents.
Web entry within the UK: a staggering 97% of the UK inhabitants has web entry, indicating near-universal connectivity and an unlimited potential viewers for social media engagement.
Time spent on-line: The common individual within the UK spends 4 hours and 20 minutes on-line every day, highlighting the numerous function digital platforms play in our lives.
Common day by day social media use: In 2024, folks spent a mean of 1 hour and 37 minutes per day on social media, an 11% lower from 2023. This means a rising intentionality amongst customers about how they spend their time on-line.
Whereas web and social media penetration stays excessive, the dip in day by day utilization underscores the necessity for high quality over amount. UK manufacturers should give attention to creating high-quality, participating content material that captures consideration effectively.
Social media promoting statistics within the UK
The UK’s social media promoting market is booming, with robust development projected for 2025. This highlights the growing significance of social media in reaching and changing customers, making it a significant channel for manufacturers to spend money on. The varied age demographics throughout platforms require tailor-made methods to successfully interact completely different viewers segments.
4. Social media advert spend within the UK: The U.Okay. social media promoting market is projected to achieve £9.95 billion in income by 2025, demonstrating its rising significance in advertising methods.5. Social media promoting income development: The year-on-year development in social media promoting income is anticipated to be 13% in 2025, indicating continued robust momentum.6. General social media person base: 79% of the overall UK inhabitants (54.8 million folks) used social media in January 2025.7. Time spent on-line by age: Younger adults (18-24) spend probably the most time on-line, averaging 6 hours and 1 minute day by day, whereas these aged 65+ spend the least, at 3 hours and 10 minutes.
The UK’s social media promoting market is booming, with robust development projected for 2025. This highlights the growing significance of social media in reaching and changing customers, making it a significant channel for manufacturers to spend money on. The varied age demographics throughout platforms require tailor-made social media advertising methods to successfully interact completely different viewers segments.
Fb statistics within the UK
Whereas Fb’s total attain within the UK stays substantial, its attraction amongst youthful audiences is waning. Manufacturers concentrating on Gen Z and youthful Millennials could have to prioritise different platforms. Nonetheless, Fb stays beneficial for reaching older demographics and leveraging its in depth advert attain.
8. Fb person base: Fb boasts 38.3 million customers within the UK as of early 2025, representing 55.2% of the overall inhabitants and 64.6% of the eligible viewers (aged 13+).9. Fb utilization by age: Whereas Fb’s total attain is in depth, youthful demographics are much less engaged. Customers aged 18-24 spend a mean of simply quarter-hour per day on the platform, in comparison with the general common of 39 minutes.10. Fb advert attain: Between January 2024 and January 2025, Fb’s potential advert attain within the UK elevated by 1.2 million (+3.2%). This means continued development in its potential promoting viewers.
Whereas Fb’s total attain within the UK stays substantial, its attraction amongst youthful audiences is waning. Manufacturers concentrating on Gen Z and youthful Millennials could have to prioritise different platforms. Nonetheless, Fb stays beneficial for reaching older demographics and leveraging its in depth advert attain.
Instagram statistics within the UK
Instagram’s robust development and recognition amongst youthful audiences, notably 18-34-year-olds, make it a vital platform for manufacturers in search of to interact this demographic. Its visible focus and numerous content material codecs provide ample alternatives for artistic storytelling and model constructing.
11. Instagram person base: As of early 2025, Instagram had 33.4 million customers within the UK, representing 48.2% of the overall inhabitants and 56.3% of the eligible viewers.12. Instagram advert attain: Instagram’s advert attain grew by 300,000 (+0.9%) between January 2024 and January 2025 and by 950,000 (+2.9%) between October 2024 and January 2025.13. Instagram’s reputation amongst younger adults: Instagram has overtaken YouTube and Fb to grow to be the second-most-visited smartphone app amongst 18-34-year-olds, with attain growing from 78.5% in Might 2023 to 81.2% in Might 2024.
Instagram’s robust development and recognition amongst youthful audiences, notably 18-34-year-olds, make it a vital platform for manufacturers in search of to interact this demographic. Its visible focus and numerous content material codecs provide ample alternatives for artistic storytelling and model constructing.
LinkedIn statistics within the UK
LinkedIn’s place as knowledgeable networking platform makes it an excellent channel for B2B advertising and reaching particular trade professionals. Its important development in advert attain presents a beneficial alternative for manufacturers to attach with potential shoppers and companions.
14. LinkedIn person base: In early 2025, LinkedIn had 45 million members within the UK, equal to 64.9% of the overall inhabitants.15. LinkedIn advert attain: LinkedIn’s adverts reached 81.8% of the UK inhabitants aged 18 and above in early 2025.16. LinkedIn’s development: LinkedIn’s potential advert attain within the UK elevated considerably by 6 million (+15.4%) between early 2024 and early 2025.
LinkedIn’s place as knowledgeable networking platform makes it an excellent channel for B2B advertising and reaching particular trade professionals. Its important development in advert attain presents a beneficial alternative for manufacturers to attach with potential shoppers and companions.
Pinterest statistics within the UK
Whereas Pinterest’s development has slowed barely, it stays a beneficial platform for reaching audiences desirous about visible inspiration and product discovery. Its give attention to particular pursuits and buy intent makes it an excellent channel for driving visitors to on-line retailers and product pages.
17. Pinterest person base: In early 2025, Pinterest had 15.5 million customers within the UK, representing 22.4% of the overall inhabitants.18. Pinterest advert attain: Pinterest’s advert attain within the UK was equal to 22.9% of the native web person base, no matter age.19. Pinterest’s development: Pinterest noticed important development in its potential advert attain, growing by 1.99 million (+14.7%) between early 2024 and early 2025. Nonetheless, development slowed between October 2024 and January 2025, with a rise of solely 50,000 (+0.3%).
Whereas Pinterest’s development has slowed barely, it stays a beneficial platform for reaching UK audiences desirous about visible inspiration and product discovery. Its give attention to particular pursuits and buy intent makes it an excellent channel for driving visitors to on-line retailers and product pages via Pinterest advertising.
Reddit statistics within the UK
Reddit’s fast development, notably amongst younger adults, presents a major alternative for British manufacturers to attach with engaged communities. Its distinctive give attention to area of interest pursuits and genuine discussions requires a tailor-made strategy that prioritises real interplay and neighborhood constructing.
20. Reddit’s rise: Reddit’s attain amongst UK on-line adults surged by 47% year-on-year, reaching 22.9 million customers by Might 2024 and additional increasing to 24.6 million (52%) by June 2024.21. Reddit’s reputation amongst younger adults: this development was primarily fuelled by younger adults, with 71% of 18-24-year-olds and 63% of 25-34-year-olds utilizing the platform by Might 2024.22. Reddit’s place within the prime 10: this surge propelled Reddit into the highest 10 on-line organisations for younger UK adults for the primary time.
Reddit’s fast development, notably amongst younger adults, presents a major alternative for manufacturers to attach with engaged communities. Its distinctive give attention to area of interest pursuits and genuine discussions requires a tailor-made strategy that prioritises real interplay and neighborhood constructing.
Threads statistics within the UK
Threads’ fast rise demonstrates its potential as a platform for real-time conversations and engagement. Nonetheless, its low common day by day utilization means that manufacturers have to give attention to creating content material that encourages fast, impactful interactions.
23. Threads person base: In July 2024, Threads reached 5.3 million (11%) of UK on-line adults, additional rising to six.6 million (14%) by September 2024.24. Threads utilization: Regardless of its fast development, Threads’ common day by day utilization was comparatively low in July 2024, with customers spending simply 3 minutes per day on the platform.25. Threads gender break up: In July 2024, Threads had a near-even break up between female and male customers within the UK, with 49% males and 51% girls.
Threads’ fast rise demonstrates its potential as a platform for real-time conversations and engagement. Nonetheless, its low common day by day utilization means that your model must give attention to creating content material that encourages fast, impactful interactions if Threads advertising is in your sights this yr.
TikTok statistics within the UK
TikTok’s dominance amongst youthful audiences makes it vital for manufacturers seeking to attain Gen Z and Millennials. Its short-form video format requires creativity and authenticity to seize consideration and drive engagement. Take into account incorporating each entertaining and informative content material to cater to the varied utilization patterns inside this demographic.
26. TikTok person base: In early 2025, TikTok had 24.8 million customers aged 18 and above within the U.Okay..27. TikTok’s attain amongst younger adults: TikTok’s attain is especially robust amongst younger adults, with 74% of on-line 18-24-year-olds utilizing the platform in Might 2024.28. TikTok utilization: Though common day by day utilization is decrease than another platforms, at 13 minutes per day for UK adults in Might 2024, this will increase to 64 minutes per day for 18-24-year-olds.29. TikTok’s development: TikTok’s potential advert attain within the UK elevated by 2.08 million (+9.2%) between early 2024 and early 2025 and by 987,000 (+4.1%) between October 2024 and January 2025.
TikTok’s dominance amongst youthful audiences in the UK makes it vital for manufacturers seeking to attain Gen Z and Millennials. Its short-form video format requires creativity and authenticity to seize consideration and drive engagement. Take into account incorporating each entertaining and informative content material to your TikTok advertising to cater to the varied utilization patterns inside this demographic.
WhatsApp statistics within the UK
WhatsApp’s excessive attain and day by day utilization, notably amongst younger adults, make it a beneficial channel for direct communication and customer support. Its give attention to non-public messaging gives alternatives for personalised interactions and constructing relationships with prospects.
30.WhatsApp’s attain: WhatsApp stays the highest-reaching messaging service within the UK, reaching 87% of UK on-line adults in Might 2024.31. WhatsApp’s day by day utilization: 64% of UK on-line adults accessed WhatsApp day by day in Might 2024, up from 58% in Might 2023.32. WhatsApp’s reputation amongst younger adults: WhatsApp was the smartphone app with the very best day by day attain amongst on-line 18-24-year-olds in Might 2024, reaching 63% of this demographic.
WhatsApp’s excessive attain and day by day utilization, notably amongst younger adults, make it a beneficial channel for direct communication and customer support. Its give attention to non-public messaging gives alternatives for personalised interactions and constructing relationships with prospects.
X (previously Twitter) statistics within the UK
Regardless of current adjustments and declining advert attain, X stays related for manufacturers participating in information and conversations, notably with a male viewers. Its fast-paced setting requires constant monitoring and well timed responses to remain related and keep engagement.
33. X person base: In early 2025, X had 22.9 million customers within the UK, representing 33% of the overall inhabitants.34. X advert attain: X’s potential advert attain decreased by 2.73 million (-10.7%) between early 2024 and early 2025 and by 1.14 million (-4.7%) between October 2024 and January 2025.35. X gender break up: In early 2025, X’s grownup advert viewers within the UK was principally male, with 65.8% males and 34.2% girls.
Regardless of current adjustments and declining advert attain, X advertising stays related for manufacturers participating in information and conversations, notably with a male viewers. Its fast-paced setting requires constant monitoring and well timed responses to remain related and keep engagement.
YouTube statistics within the UK
YouTube’s dominance in video content material and excessive attain throughout demographics make it a robust platform for model constructing and viewers engagement. Its numerous content material codecs, together with each short-form and long-form movies, provide flexibility to cater to completely different viewers preferences and marketing campaign objectives.
36. YouTube person base: early this yr, YouTube had a large 54.8 million customers within the UK, equal to 79% of the overall inhabitants.37. YouTube’s attain: YouTube stays the highest-reaching social media service amongst UK on-line adults utilizing smartphones, tablets or computer systems, with 94% (44.5 million) visiting it in Might 2024.38. YouTube utilization: over half (54%) of on-line adults visited YouTube day by day in Might 2024, a rise of 11 share factors from Might 2023.39. YouTube’s rising significance on TV screens: YouTube viewing on TV screens is on the rise, with youngsters and younger adults driving this development.
YouTube’s dominance in video content material and excessive attain throughout demographics make it a robust platform for model constructing and viewers engagement. Its numerous content material codecs, together with each short-form and long-form movies, provide flexibility to cater to completely different viewers preferences and marketing campaign objectives.
Influencer advertising statistics within the UK
Influencer advertising continues to be a robust technique for reaching and fascinating UK audiences.
40. Rising influencer market advert spending: forecast to achieve £1.04 billion in 2025.41. Quickly evolving promoting market: manufacturers more and more collaborating with micro-influencers to drive focused engagement and genuine model promotion42. Extremely developed UK influencer ecosystem: massive variety of influencers throughout varied industries
Authenticity and relevance are key elements in profitable campaigns. Partnering with influencers who align along with your model values and resonate along with your target market can drive important engagement and model consciousness.
Social media client behaviour within the UK
Understanding client behaviour is essential for tailoring social media methods that resonate along with your target market.
Social media neighborhood stats:
Constructing robust on-line communities is important for fostering model loyalty and engagement.
43. Social media platforms function hubs for neighborhood constructing: enabling customers to attach round shared pursuits, create and share content material and interact in conversations.44. Social media monetisation primarily depends on promoting: typically focused based mostly on person behaviour and demographics. Nonetheless, social media corporations are more and more exploring paid subscription fashions providing enhanced providers.45. Reddit’s fast development: highlights its growing function in fostering on-line communities, notably amongst younger adults.46. Issues about on-line harms stay prevalent: 97% of UK grownup customers expressed concern about no less than one on-line hurt in June 2024.
The place it is sensible give attention to creating genuine connections, offering beneficial content material and actively collaborating in conversations inside their communities.
Social search statistics:
Social media’s function in product discovery highlights the significance of optimising content material for social search.
47. Developments and tradition: social media is the first supply customers use to maintain up with tendencies and cultural moments.48. Social search: UK customers actively seek for product and repair options on social media once they have a right away want.
The place related, leverage related key phrases, hashtags and fascinating visuals to make sure their services are simply discoverable by potential prospects.
Social commerce stats:
The rise of social commerce presents a major alternative for manufacturers to shift from consciousness to conversions, turning social media right into a direct gross sales channel.
49. Algorithms play a vital function: in driving product discoverability and consciousness on social media.50. The significance of remark sections and direct messages: more and more well-liked channels for social customer support interactions.51. Person-generated content material and on-line communities: contribute considerably to fostering long-term model loyalty.52. Development of social commerce: the principle discovery channel for brand new merchandise, with 30% of UK social customers planning to extend their purchases from social in 2025.53. Response time issues: 73% of social customers agree that if a model doesn’t reply on social media, they’ll possible purchase from a competitor.
UK entrepreneurs ought to combine shoppable options, spend money on social customer support and leverage user-generated content material to construct belief and drive purchases.
Use UK social media statistics to information your technique
The social media panorama in the UK is as dynamic as ever this yr. As we’ve seen from the statistics, client behaviour is shifting, new platforms are rising and the function of social media within the buyer journey is increasing.
By embracing authenticity, leveraging AI strategically, personalising experiences and investing in social commerce if related to your trade, manufacturers can construct robust connections with their audiences and drive significant outcomes.
Keep in mind, social media is not only a broadcasting device; it’s a robust platform for engagement, neighborhood constructing and driving enterprise outcomes. Keep agile, adapt to the altering panorama and proceed to experiment and innovate to thrive in our vibrant social media ecosystem.
Wish to delve deeper into the intricacies of UK social media advertising? Obtain the UK Sprout Social Index™ for insights into what issues most to manufacturers on social media and the customers you are attempting to draw this yr.
