Social Media Statistics in the UK: What Businesses Need to Know in 2025
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Social media is now a cornerstone of the UK’s digital landscape, shaping how businesses engage with customers, promote their brands, and drive sales. As we look ahead to 2025, it’s clear that understanding the latest statistics and trends is crucial for brands seeking to stay competitive. The rise of new platforms, evolving consumer behavior, and the growing importance of social commerce offer businesses exciting opportunities to engage with their target audiences.
This article breaks down the key data and insights that businesses in the UK need to know to make informed decisions, improve social media strategies, and drive real results.
How Does the UK Use Social Media in 2025?
To effectively navigate the social media landscape in the UK, it’s essential to understand the broader context:
- Internet Access: A staggering 97% of the UK population has internet access, providing an expansive potential audience for social media marketing.
- Time Spent Online: The average UK adult spends 4 hours and 20 minutes online daily, with 1 hour and 37 minutes of that spent on social media, reflecting the growing intentionality in online behavior.
However, the slight dip in daily social media usage (down 11% from 2023) signals that quality over quantity is increasingly crucial. Brands need to focus on producing high-quality, engaging content to capture attention efficiently.
Social Media Advertising Statistics in the UK
The social media advertising market in the UK is booming, and businesses are allocating more budget to these channels:
- Ad Spend: The UK’s social media ad market is expected to reach £9.95 billion in 2025, underscoring the growing importance of social media in marketing.
- Ad Revenue Growth: Social media advertising revenue is projected to grow by 13% year-on-year in 2025.
- User Base: 79% of the UK population (54.8 million people) used social media in January 2025.
With significant spending and diverse age demographics across platforms, brands must tailor their strategies to engage different audience segments effectively.
Platform-Specific Statistics
Facebook in the UK
Facebook continues to have substantial reach, particularly among older demographics, but its appeal among younger users is decreasing.
- User Base: 38.3 million UK users (55.2% of the population).
- Ad Reach: Facebook’s ad reach grew by 3.2%, reaching an additional 1.2 million users from January 2024 to January 2025.
- Youth Engagement: Users aged 18-24 spend an average of just 15 minutes per day on the platform, compared to 39 minutes for the general population.
While still valuable for older demographics, brands targeting Gen Z may need to prioritize other platforms.
Instagram in the UK
Instagram’s popularity among younger audiences makes it a vital platform for brands looking to engage 18-34-year-olds.
- User Base: 33.4 million UK users (48.2% of the population).
- Ad Reach: Instagram’s ad reach grew by 0.9%, adding 300,000 new users between January 2024 and January 2025.
- Youth Engagement: Instagram has surpassed YouTube and Facebook to become the second-most-visited app for 18-34-year-olds.
Instagram remains crucial for visually-driven content and brand building, especially for younger audiences.
LinkedIn in the UK
As the leading professional networking platform, LinkedIn is ideal for B2B marketing and connecting with industry professionals.
- User Base: 45 million UK members (64.9% of the population).
- Ad Reach: LinkedIn’s ad reach grew by 15.4%, reaching 81.8% of the UK population aged 18 and above.
LinkedIn’s growth in ad reach offers brands significant opportunities to target professionals and industry leaders.
Pinterest in the UK
Pinterest continues to be a go-to platform for those seeking visual inspiration, especially in product discovery.
- User Base: 15.5 million UK users (22.4% of the population).
- Ad Reach: Pinterest’s ad reach increased by 14.7% year-on-year.
- Growth Trends: While growth has slowed slightly, Pinterest remains a strong contender for driving traffic to online stores.
With its focus on interests and purchase intent, Pinterest is valuable for brands looking to target users during the discovery phase.
TikTok in the UK
TikTok dominates among Gen Z and Millennial audiences, making it a must-have for brands targeting these groups.
- User Base: 24.8 million users aged 18 and above.
- Youth Engagement: 74% of online 18-24-year-olds use TikTok, with the platform seeing an increase in average daily usage (up to 64 minutes for 18-24-year-olds).
- Growth: TikTok’s ad reach grew by 9.2% between early 2024 and early 2025.
TikTok’s short-form video format offers creative opportunities to engage younger audiences with authentic and entertaining content.
Emerging Platforms and Trends
Reddit in the UK
Reddit’s unique focus on niche interests is rapidly gaining traction, especially among young adults.
- Growth: Reddit’s reach among UK adults surged by 47% year-on-year, with 24.6 million users by June 2024.
- Youth Engagement: 71% of 18-24-year-olds use Reddit.
Reddit offers an authentic platform for brands looking to connect with engaged communities around specific interests.
Threads in the UK
Threads’ rise indicates potential for real-time, impactful interactions, though its daily usage remains low.
- User Base: Threads reached 6.6 million UK users by September 2024.
- Usage: Despite its rapid growth, average daily usage was just 3 minutes per day in July 2024.
Brands using Threads must focus on quick, engaging content to capitalize on the platform’s potential.
WhatsApp in the UK
WhatsApp continues to be a leader in messaging, offering brands opportunities for personalized communication.
- Reach: 87% of UK adults use WhatsApp.
- Daily Usage: 64% of UK online adults accessed WhatsApp daily in May 2024.
With its focus on private messaging, WhatsApp is ideal for direct communication and customer service.
X (formerly Twitter) in the UK
While its reach has declined, X remains relevant for brands engaging in news and real-time conversations.
- User Base: 22.9 million UK users.
- Ad Reach: X’s ad reach decreased by 10.7% between early 2024 and early 2025.
X’s fast-paced environment requires brands to stay responsive and timely in their interactions.
Influencer Marketing and Social Commerce
Influencer Marketing: In 2025, the influencer marketing market is set to reach £1.04 billion, with a focus on authentic partnerships, especially with micro-influencers who drive targeted engagement.
Social Commerce: Social media is increasingly a direct sales channel, with 30% of UK social media users planning to increase their purchases from social platforms in 2025.
Brands should focus on leveraging social commerce features, improving response times, and utilizing user-generated content to build trust and drive conversions.
Conclusion
The UK’s social media landscape in 2025 offers a wealth of opportunities for businesses to engage with their audiences and drive meaningful results. To succeed, brands must embrace authenticity, leverage AI strategically, and focus on personalisation and social commerce. Whether you’re targeting young adults on TikTok or building community loyalty on Reddit, social media is no longer just a marketing tool—it’s a powerful platform for engagement and business growth.
Want to explore further? Download the UK Sprout Social Index™ for more insights into the key factors shaping social media marketing this year.
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