Social media statistics in the UK: What businesses need to know in 2025

Social media has become a key part of the UK’s digital world. Its impact spans the entire business funnel, from customer engagement to strategic planning. Social touches every aspect of how businesses operate and grow. For social media professionals in the UK or targeting its highly engaged user base, staying ahead of the game requires a solid grasp of the latest stats and trends to make smart decisions.

As we move into 2025, several key themes are emerging:

• Authenticity and genuine connection: UK consumers are increasingly drawn to brands that communicate with sincerity and meaning.
• The evolving role of AI: AI is becoming more prevalent in social media management, but ethical and strategic implementation is crucial.
• Personalised experiences: Consumers expect tailored content and interactions, making personalisation a key focus for brands.
• The rise of social commerce: Social media is no longer just a platform for brand awareness; it’s a powerful tool for driving sales and conversions.

We want to provide you with the key data and insights needed to navigate these social media marketing trends in the United Kingdom and make informed decisions that drive real results. Let’s dive into the numbers and uncover the opportunities waiting for your brand:

How does the UK use social media in 2025?

Before we dive into the specifics of individual platforms, let’s establish a baseline understanding of the overall social media landscape in the UK. This will provide valuable context for exploring the opportunities and challenges each platform presents.

1. Internet access in the UK: a staggering 97% of the UK population has internet access, indicating near-universal connectivity and a vast potential audience for social media engagement.
2. Time spent online: The average person in the UK spends 4 hours and 20 minutes online each day, highlighting the significant role digital platforms play in our lives.
3. Average daily social media use: In 2024, people spent an average of 1 hour and 37 minutes per day on social media, an 11% decrease from 2023. This suggests a growing intentionality among users about how they spend their time online.

While internet and social media penetration remains high, the dip in daily usage underscores the need for quality over quantity. UK brands must focus on creating high-quality, engaging content that captures attention efficiently.

Social media advertising statistics in the UK

The UK’s social media advertising market is booming, with strong growth projected for 2025. This highlights the increasing importance of social media in reaching and converting consumers, making it a vital channel for brands to invest in. The diverse age demographics across platforms require tailored strategies to effectively engage different audience segments.

4. Social media ad spend in the UK: The U.K. social media advertising market is projected to reach £9.95 billion in revenue by 2025, demonstrating its growing importance in marketing strategies.
5. Social media advertising revenue growth: The year-on-year growth in social media advertising revenue is expected to be 13% in 2025, indicating continued strong momentum.
6. Overall social media user base: 79% of the total UK population (54.8 million people) used social media in January 2025.
7. Time spent online by age: Young adults (18-24) spend the most time online, averaging 6 hours and 1 minute daily, while those aged 65+ spend the least, at 3 hours and 10 minutes.

The UK’s social media advertising market is booming, with strong growth projected for 2025. This highlights the increasing importance of social media in reaching and converting consumers, making it a vital channel for brands to invest in. The diverse age demographics across platforms require tailored social media marketing strategies to effectively engage different audience segments.

Facebook statistics in the UK

While Facebook’s overall reach in the UK remains substantial, its appeal among younger audiences is waning. Brands targeting Gen Z and younger Millennials may need to prioritise other platforms. However, Facebook remains valuable for reaching older demographics and leveraging its extensive ad reach.

8. Facebook user base: Facebook boasts 38.3 million users in the UK as of early 2025, representing 55.2% of the total population and 64.6% of the eligible audience (aged 13+).
9. Facebook usage by age: While Facebook’s overall reach is extensive, younger demographics are less engaged. Users aged 18-24 spend an average of just 15 minutes per day on the platform, compared to the overall average of 39 minutes.
10. Facebook ad reach: Between January 2024 and January 2025, Facebook’s potential ad reach in the UK increased by 1.2 million (+3.2%). This indicates continued growth in its potential advertising audience.

While Facebook’s overall reach in the UK remains substantial, its appeal among younger audiences is waning. Brands targeting Gen Z and younger Millennials may need to prioritise other platforms. However, Facebook remains valuable for reaching older demographics and leveraging its extensive ad reach.

Instagram statistics in the UK

Instagram’s strong growth and popularity among younger audiences, particularly 18-34-year-olds, make it a crucial platform for brands seeking to engage this demographic. Its visual focus and diverse content formats offer ample opportunities for creative storytelling and brand building.

11. Instagram user base: As of early 2025, Instagram had 33.4 million users in the UK, representing 48.2% of the total population and 56.3% of the eligible audience.
12. Instagram ad reach: Instagram’s ad reach 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 popularity among young adults: Instagram has overtaken YouTube and Facebook to become the second-most-visited smartphone app among 18-34-year-olds, with reach increasing from 78.5% in May 2023 to 81.2% in May 2024.

Instagram’s strong growth and popularity among younger audiences, particularly 18-34-year-olds, make it a crucial platform for brands seeking to engage this demographic. Its visual focus and diverse content formats offer ample opportunities for creative storytelling and brand building.

LinkedIn statistics in the UK

LinkedIn’s position as a professional networking platform makes it an ideal channel for B2B marketing and reaching specific industry professionals. Its significant growth in ad reach presents a valuable opportunity for brands to connect with potential clients and partners.

14. LinkedIn user base: In early 2025, LinkedIn had 45 million members in the UK, equivalent to 64.9% of the total population.
15. LinkedIn ad reach: LinkedIn’s ads reached 81.8% of the UK population aged 18 and above in early 2025.
16. LinkedIn’s growth: LinkedIn’s potential ad reach in the UK increased significantly by 6 million (+15.4%) between early 2024 and early 2025.

LinkedIn’s position as a professional networking platform makes it an ideal channel for B2B marketing and reaching specific industry professionals. Its significant growth in ad reach presents a valuable opportunity for brands to connect with potential clients and partners.

Pinterest statistics in the UK

While Pinterest’s growth has slowed slightly, it remains a valuable platform for reaching audiences interested in visual inspiration and product discovery. Its focus on specific interests and purchase intent makes it an ideal channel for driving traffic to online shops and product pages.

17. Pinterest user base: In early 2025, Pinterest had 15.5 million users in the UK, representing 22.4% of the total population.
18. Pinterest ad reach: Pinterest’s ad reach in the UK was equivalent to 22.9% of the local internet user base, regardless of age.
19. Pinterest’s growth: Pinterest saw significant growth in its potential ad reach, increasing by 1.99 million (+14.7%) between early 2024 and early 2025. However, growth slowed between October 2024 and January 2025, with an increase of only 50,000 (+0.3%).

While Pinterest’s growth has slowed slightly, it remains a valuable platform for reaching UK audiences interested in visual inspiration and product discovery. Its focus on specific interests and purchase intent makes it an ideal channel for driving traffic to online shops and product pages through Pinterest marketing.

Reddit statistics in the UK

Reddit’s rapid growth, particularly among young adults, presents a significant opportunity for British brands to connect with engaged communities. Its unique focus on niche interests and authentic discussions requires a tailored approach that prioritises genuine interaction and community building.

20. Reddit’s rise: Reddit’s reach among UK online adults surged by 47% year-on-year, reaching 22.9 million users by May 2024 and further expanding to 24.6 million (52%) by June 2024.
21. Reddit’s popularity among young adults: this growth was primarily fuelled by young adults, with 71% of 18-24-year-olds and 63% of 25-34-year-olds using the platform by May 2024.
22. Reddit’s position in the top 10: this surge propelled Reddit into the top 10 online organisations for young UK adults for the first time.

Reddit’s rapid growth, particularly among young adults, presents a significant opportunity for brands to connect with engaged communities. Its unique focus on niche interests and authentic discussions requires a tailored approach that prioritises genuine interaction and community building.

Threads statistics in the UK

Threads’ rapid rise demonstrates its potential as a platform for real-time conversations and engagement. However, its low average daily usage suggests that brands need to focus on creating content that encourages quick, impactful interactions.

23. Threads user base: In July 2024, Threads reached 5.3 million (11%) of UK online adults, further growing to 6.6 million (14%) by September 2024.
24. Threads usage: Despite its rapid growth, Threads’ average daily usage was relatively low in July 2024, with users spending just 3 minutes per day on the platform.
25. Threads gender split: In July 2024, Threads had a near-even split between male and female users in the UK, with 49% men and 51% women.

Threads’ rapid rise demonstrates its potential as a platform for real-time conversations and engagement. However, its low average daily usage suggests that your brand needs to focus on creating content that encourages quick, impactful interactions if Threads marketing is in your sights this year.

TikTok statistics in the UK

TikTok’s dominance among younger audiences makes it a must-have for brands looking to reach Gen Z and Millennials. Its short-form video format requires creativity and authenticity to capture attention and drive engagement. Consider incorporating both entertaining and informative content to cater to the diverse usage patterns within this demographic.

26. TikTok user base: In early 2025, TikTok had 24.8 million users aged 18 and above in the U.K..
27. TikTok’s reach among young adults: TikTok’s reach is particularly strong among young adults, with 74% of online 18-24-year-olds using the platform in May 2024.
28. TikTok usage: Although average daily usage is lower than some other platforms, at 13 minutes per day for UK adults in May 2024, this increases to 64 minutes per day for 18-24-year-olds.
29. TikTok’s growth: TikTok’s potential ad reach in the UK increased 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 among younger audiences in the United Kingdom makes it a must-have for brands looking to reach Gen Z and Millennials. Its short-form video format requires creativity and authenticity to capture attention and drive engagement. Consider incorporating both entertaining and informative content to your TikTok marketing to cater to the diverse usage patterns within this demographic.

WhatsApp statistics in the UK

WhatsApp’s high reach and daily usage, particularly among young adults, make it a valuable channel for direct communication and customer service. Its focus on private messaging offers opportunities for personalised interactions and building relationships with customers.

30.WhatsApp’s reach: WhatsApp remains the highest-reaching messaging service in the UK, reaching 87% of UK online adults in May 2024.
31. WhatsApp’s daily usage: 64% of UK online adults accessed WhatsApp daily in May 2024, up from 58% in May 2023.
32. WhatsApp’s popularity among young adults: WhatsApp was the smartphone app with the highest daily reach among online 18-24-year-olds in May 2024, reaching 63% of this demographic.

WhatsApp’s high reach and daily usage, particularly among young adults, make it a valuable channel for direct communication and customer service. Its focus on private messaging offers opportunities for personalised interactions and building relationships with customers.

X (formerly Twitter) statistics in the UK

Despite recent changes and declining ad reach, X remains relevant for brands engaging in news and conversations, particularly with a male audience. Its fast-paced environment requires consistent monitoring and timely responses to stay relevant and maintain engagement.

33. X user base: In early 2025, X had 22.9 million users in the UK, representing 33% of the total population.
34. X ad reach: X’s potential ad reach 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 split: In early 2025, X’s adult ad audience in the UK was mostly male, with 65.8% men and 34.2% women.

Despite recent changes and declining ad reach, X marketing remains relevant for brands engaging in news and conversations, particularly with a male audience. Its fast-paced environment requires consistent monitoring and timely responses to stay relevant and maintain engagement.

YouTube statistics in the UK

YouTube’s dominance in video content and high reach across demographics make it a powerful platform for brand building and audience engagement. Its diverse content formats, including both short-form and long-form videos, offer flexibility to cater to different audience preferences and campaign goals.

36. YouTube user base: early this year, YouTube had a massive 54.8 million users in the UK, equivalent to 79% of the total population.
37. YouTube’s reach: YouTube remains the highest-reaching social media service among UK online adults using smartphones, tablets or computers, with 94% (44.5 million) visiting it in May 2024.
38. YouTube usage: over half (54%) of online adults visited YouTube daily in May 2024, an increase of 11 percentage points from May 2023.
39. YouTube’s growing importance on TV screens: YouTube viewing on TV screens is on the rise, with children and young adults driving this growth.

YouTube’s dominance in video content and high reach across demographics make it a powerful platform for brand building and audience engagement. Its diverse content formats, including both short-form and long-form videos, offer flexibility to cater to different audience preferences and campaign goals.

Influencer marketing statistics in the UK

Influencer marketing continues to be a powerful strategy for reaching and engaging UK audiences.

40. Increasing influencer market ad spending: forecast to reach £1.04 billion in 2025.
41. Rapidly evolving advertising market: brands increasingly collaborating with micro-influencers to drive targeted engagement and authentic brand promotion
42. Highly developed UK influencer ecosystem: large number of influencers across various industries

Authenticity and relevance are key factors in successful campaigns. Partnering with influencers who align with your brand values and resonate with your target audience can drive significant engagement and brand awareness.

Social media consumer behaviour in the UK

Understanding consumer behaviour is crucial for tailoring social media strategies that resonate with your target audience.

Social media community stats:

Building strong online communities is essential for fostering brand loyalty and engagement.

43. Social media platforms serve as hubs for community building: enabling users to connect around shared interests, create and share content and engage in conversations.
44. Social media monetisation primarily relies on advertising: often targeted based on user behaviour and demographics. However, social media companies are increasingly exploring paid subscription models offering enhanced services.
45. Reddit’s rapid growth: highlights its increasing role in fostering online communities, particularly among young adults.
46. Concerns about online harms remain prevalent: 97% of UK adult users expressed concern about at least one online harm in June 2024.

Where it makes sense focus on creating authentic connections, providing valuable content and actively participating in conversations within their communities.

Social search statistics:

Social media’s role in product discovery highlights the importance of optimising content for social search.

47. Trends and culture: social media is the primary source consumers use to keep up with trends and cultural moments.
48. Social search: UK consumers actively search for product and service solutions on social media when they have an immediate need.

Where relevant, leverage relevant keywords, hashtags and engaging visuals to ensure their products and services are easily discoverable by potential customers.

Social commerce stats:

The rise of social commerce presents a significant opportunity for brands to shift from awareness to conversions, turning social media into a direct sales channel.

49. Algorithms play a crucial role: in driving product discoverability and awareness on social media.
50. The importance of comment sections and direct messages: increasingly popular channels for social customer service interactions.
51. User-generated content and online communities: contribute significantly to fostering long-term brand loyalty.
52. Growth of social commerce: the main discovery channel for new products, with 30% of UK social users planning to increase their purchases from social in 2025.
53. Response time matters: 73% of social users agree that if a brand doesn’t respond on social media, they’ll likely buy from a competitor.

UK marketers should integrate shoppable features, invest in social customer service and leverage user-generated content to build trust and drive purchases.

Use UK social media statistics to guide your strategy

The social media landscape in the United Kingdom is as dynamic as ever this year. As we’ve seen from the statistics, consumer behaviour is shifting, new platforms are emerging‌ and the role of social media in the customer journey is expanding.

By embracing authenticity, leveraging AI strategically, personalising experiences and investing in social commerce if relevant to your industry, brands can build strong connections with their audiences and drive meaningful results.

Remember, social media is no longer just a broadcasting tool; it’s a powerful platform for engagement, community building and driving business outcomes. Stay agile, adapt to the changing landscape and continue to experiment and innovate to thrive in our vibrant social media ecosystem.

Want to delve deeper into the intricacies of UK social media marketing? Download the UK Sprout Social Index™ for insights into what matters most to brands on social media and the consumers you are trying to attract this year.

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