KNOWLEDGE BASE Social Media Marketing In The UK

 The information on this page was current at the time it was published. Regulations, trends, statistics, and other information are constantly changing. While we strive to update our Knowledge Base, we strongly suggest you use these pages as a general guide and be sure to verify any regulations, statistics, guidelines, or other information that are important to your efforts.


Brexit Update:
Since the UK officially left the European Union on January 31, 2020, the relationship between the two has evolved and continues to be shaped by the ongoing implementation of the withdrawal agreement.

Key Dates:

  • January 31, 2020: UK officially left the EU and entered a transition period that ended on December 31, 2020.

  • December 31, 2020: The transition period ended, and the UK fully exited the EU single market and customs union.

  • January 1, 2021: The UK-EU Trade and Cooperation Agreement came into effect, outlining the post-Brexit relationship between the two entities.

  • 2023/2024 Current: The UK and EU are still navigating the ongoing implementation and potential revisions of their post-Brexit relationship.

It's crucial for businesses operating in either the UK or the EU to stay informed about the latest developments and adjust their operations accordingly.

Social Media Marketing In The UK


Over 94% of the UK population boasts internet access, demonstrating widespread connectivity across demographics.Social media platforms attract 86.4% of the UK's internet users, highlighting its pervasive role in daily life.Engagement extends beyond specific age groups. Platforms like Facebook and Instagram attract users of all ages. 

The average UK internet usage reaches 4.8 hours daily, encompassing both web and mobile. Smartphones reign supreme, with UK users spending 2.8 hours daily compared to just 2 hours on desktops/laptops.

Over 86% of internet users in the UK actively engage with social media ,this translates to an estimated 57 million people actively using social media platforms in the UK. Facebook remains the top platform, reaching 68% of the population , WhatsApp leads in terms of monthly active users, emphasizing mobile messaging's importance. Instagram and X are popular with younger demographics and offer strong engagement potential for visually appealing content. Gaining traction quickly, TikTok is popular especially among Gen Z, with over 12 million monthly active users.

The top social media platforms 

Search engines like and reign supreme, followed by video platforms like YouTube and social media giants like Facebook and Twitter. E-commerce powerhouses and are joined by news outlets like, while platforms like TikTok are gaining popularity. For a closer look at the ever-evolving landscape of top UK websites, visit datareportal


Social Media Culture

While familiar content like photos, comments, and videos remain relevant, UK teens' current social media shares highlight a shift towards platforms like TikTok and Instagram lead the charge, with captivating challenges, engaging stories, and live streams grabbing attention.Teens connect with genuine voices and relatable experiences. Brands leveraging user-created content and real-life narratives find fertile ground content that makes them laugh, smile, or think outside the box also resonates deeply.

For brands, providing discounts or ‘games’ to win are the most popular types of content in the UK followed by humorous, dramatic, or heart warming stories. To capture the hearts and minds of consumers brands can the following to truly connect: 

  • Embrace authenticity and storytelling: Share real-life narratives that resonate with your audience, using humor, emotion, or a unique perspective.

  • Leverage user-generated content: Feature your customers' voices and experiences to build trust and foster community.

  • Tailor your approach to specific platforms: Understand the nuances of each platform and cater your content accordingly. Short-form video, live streams, and user-generated challenges are particularly popular on platforms like TikTok and Instagram.

  • Focus on engagement, not just reach: Spark conversations, respond to comments, and build genuine relationships with your audience.


To better understand British humor, you can learn more in our section on Cultural Localization.

The UK's love for games extends beyond traditional forms. Contests, sweepstakes, and gamification of tasks remain popular, engaging audiences and boosting brand loyalty.Even video games are popular with men and women alike. Women now represent a significant portion of the UK gaming audience, and mobile gaming is particularly popular among female gamers.

Not unlike other countries, most successful social media campaigns typically include some sort of fun sweepstakes, inspiration, aspirational content, or other relevant engagement with people. To learn more about sweepstakes in the UK visit the Sweepstakes section in the Knowledge Base Go-To-Market section.

Overall, from small to large organizations, both consumer facing and B2B, social media is an important component of the marketing mix to reach UK prospects. 


Digital 2023: The United Kingdom

Statista UK Social Media Statistics:Active social media audience in the United Kingdom (UK) in January 2023

Children and parents: media use and attitudes report 2023 

KNOWLEDGE BASE Social Media Marketing In The UK