TikTok Shares Latest Data on EU Content Removals and User Numbers

TikTok recently released its latest content enforcement and user growth numbers in line with the EU's Digital Services Act (DSA) requirements, covering the period from July to December 2024. Here are some key insights from the report:

Key Findings from TikTok's DSA Report (July-Dec 2024):

1. Content Removals:
   TikTok removed 21.2 million pieces of content for violating its Community Guidelines, and 1.5 million pieces for violations of ad policies.

   • Community Guidelines violations remain in line with previous reports.
   • Ad policy violations saw a dramatic rise, with removals increasing by 3.4x since the last update.
   • Specific areas of increase included:
     • Misleading and false content (4x increase).
     • Adult and sexual content (4x increase).
     • Intellectual Property (IP) infringement (6x increase), likely due to TikTok's expanding in-stream shopping feature.
     • Politics, religion, and culture (19x increase), especially relevant during major elections in the EU.

2. Moderation Team:
   TikTok had 5,807 moderators dedicated to content moderation within the EU by the end of December 2024.

   • This marks a decline from the 6,354 moderators reported in the previous update, a decrease of 547 staff over the last six months.
   • The shift could indicate increased reliance on AI systems to detect and address violations.
   • TikTok's AI moderation accuracy rate reached 99.1% in the second half of 2024, demonstrating improvements in the automation of content moderation.

3. User Growth:
   TikTok's user base in Europe grew to 159.1 million monthly active users, an increase of 9 million since the last report.

   • The growth continues in key European countries, such as Germany, France, Italy, and Spain, each now surpassing 20 million users.
   • For comparison, the U.S. has around 170 million TikTok users.

Insights:

• Content Enforcement: TikTok is increasingly focused on addressing IP violations and misleading content, which is crucial as the platform expands its TikTok Shopping feature.
• Staffing Changes: The decline in human moderators could be a result of relying more on AI tools to handle moderation at scale.
• User Growth: The steady rise in users indicates TikTok's growing influence in the EU, though its future in the U.S. remains uncertain. This growth also positions TikTok to further capitalize on social commerce in Europe.

Overall, TikTok is actively improving its content moderation systems, focusing on enhancing the platform's credibility, and expanding its user base across Europe, particularly as it strengthens its social commerce features.

 The Biggest Social Media Trends Shaping 2025

Social media is experiencing a profound transformation in 2025, as users and creators are demanding more authenticity and real connection. The industry is shifting from traditional social media, where users actively engage, to media networks that focus on passive consumption. Trends indicate that platforms like Instagram and TikTok are competing with YouTube for high-production, algorithm-driven content, while nostalgia-inspired networks are gaining popularity for their focus on emotional experiences and authenticity.

Key Trends for 2025

1. The Divide Between Social Media and Media Networks
   Platforms like Instagram and TikTok are evolving into media networks that emphasize polished, high-production content, which prioritizes passive consumption. This shift creates a gap in the market for platforms like Keek, SpaceHey, and others that emphasize authenticity and genuine interaction. Brands need to adapt by targeting both polished platforms (Instagram, YouTube) and emerging, authentic communities.

2. The Power of User-Generated Content (UGC)
   UGC continues to be a significant driver of engagement, particularly on TikTok. UGC now accounts for 55.7% of TikTok's content, and 18% of creators earn primarily from it. UGC offers a direct bridge between discovery and purchase, allowing brands to build trust and drive conversions. For brands, partnering with UGC creators is essential to create authentic content that resonates with consumers.

3. Social Commerce Continuing to Rise
   Social commerce is booming, with platforms like Instagram and TikTok enabling in-app shopping experiences. Projections suggest the global social commerce market will grow significantly in the next few years. Brands must integrate native shopping features to drive ROI. For example, Keek's Offerbox allows creators to monetize their posts directly, highlighting the growing importance of seamless shopping experiences.

4. The Rise of Private Communities
   With social fatigue setting in, many users are turning to private online communities for more personalized and meaningful interactions. More than two-thirds of internet users participate in online communities, and brands that offer access to private spaces are seeing higher customer loyalty. Platforms like Facebook Groups, Discord, and Slack are gaining popularity, giving brands a unique opportunity to build deeper relationships with their audiences.

5. AI Content Generation at Scale
   Artificial intelligence is revolutionizing content creation. Platforms like Instagram are launching tools like MovieGen, which allows creators to edit videos with simple text prompts. Similarly, Keek offers tools like video translation and digital avatars to help creators connect with global audiences. Brands need to experiment with AI-driven content formats to enhance their reach and effectiveness.

Conclusion

Social media in 2025 is all about blending emotional connection with innovative technology. For brands and creators, this means prioritizing authentic content, building trust through community, and embracing tools like AI and social commerce to engage audiences in new, meaningful ways.

Social Media Statistics in the UK: What Businesses Need to Know in 2025

Reading time: 11 minutes

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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Top 50 Social Media Trends in March 2025: From Gen Z Media Agencies to Fun-Centered Platforms

The landscape of social media in March 2025 is evolving rapidly, with trends reflecting a shift toward more engaging, personalized, and secure digital experiences. Below are some of the standout trends this month, marking significant changes in how users interact with platforms and brands.

1. BuzzFeed Island: A New Escape from Doomscrolling
One of the most anticipated developments in social media is the launch of BuzzFeed Island, a fresh platform designed to offer relief from the pervasive doomscrolling on traditional social media networks. BuzzFeed Island focuses on quirky, joyful, and weird content, promoting positive experiences and offering a respite from the negativity and misinformation that have increasingly defined many platforms. By prioritizing fun, the platform seeks to reclaim the lighthearted aspects of the web.

2. My Insta Personality: AI-Driven Insights for Instagram Profiles
Another exciting innovation is the introduction of My Insta Personality, an AI-powered tool that scans Instagram profiles and generates a playful personality analysis. The tool examines a user’s posts, bio, and engagement to offer lighthearted insights, including celebrity lookalikes and friendly roasts. This tool provides a fun and engaging way to reflect on one’s digital persona and encourages more personal interaction on the platform.

3. YouTube Ultra Focus Mode: Enhancing the Learning Experience
For users looking to boost their productivity and educational experiences, YouTube Ultra Focus Mode is a new browser extension designed to eliminate distractions. This tool filters out irrelevant content and blocks videos containing specific keywords, allowing users to focus exclusively on relevant, educational material. It’s a game-changer for those looking to maximize their learning potential on the platform.

4. AI Share of Voice Calculator: A New Tool for Brand Evaluation
The AI Share of Voice Calculator offers a unique way for brands to assess their presence on social media relative to competitors. By using artificial intelligence, this tool analyzes a brand’s social media performance, providing valuable insights into how it stands in the competitive landscape. This trend emphasizes the growing importance of data-driven decision-making for brands looking to stay ahead in a crowded digital space.

5. Enhancing Content Security with VIRTIS
Security continues to be a top priority for creators and brands, with partnerships like Digitalage and SocialSafe collaborating with VIRTIS to enhance content protection. These efforts aim to bolster data security, ensuring that creators' content remains safeguarded from piracy and unauthorized use. As social media continues to expand, ensuring secure content sharing is crucial for maintaining trust within the community.

6. Mediahuis and 72andSunny Amsterdam’s Gen Z Current Affairs Initiative
In a move to connect more effectively with younger audiences, Mediahuis has partnered with 72andSunny Amsterdam to launch a Gen Z-focused current affairs brand. This collaboration aims to bridge the gap between traditional journalism and the evolving preferences of younger viewers, offering a fresh take on news and current events tailored specifically to Gen Z’s interests and consumption habits.

7. The Rise of Gen Z Media Agencies
As Gen Z continues to dominate social media, the demand for specialized agencies catering to this demographic has skyrocketed. These Gen Z Media Agencies help brands craft more authentic and relevant content that resonates with younger users, focusing on trends and platforms that appeal to this tech-savvy, socially conscious generation.

8. Fun-Centered Social Platforms: A Shift Toward Lighthearted Content
A noticeable trend this month is the growing popularity of fun-centered social platforms, which prioritize lighthearted and creative content over heavy, algorithm-driven feeds. BuzzFeed Island is just one example of platforms emerging with the goal of creating positive, joyful spaces for users to engage with. These platforms are providing an antidote to the burnout caused by the constant stream of negative news and content on mainstream social networks.

9. AI-Powered Content Creation Tools
Artificial intelligence continues to transform how content is created on social media. More platforms are introducing AI tools that assist creators in generating content efficiently, offering suggestions for captions, edits, and visuals that match users’ preferences and engagement patterns. These innovations help content creators stay relevant and creative without sacrificing quality or originality.

10. Heightened Focus on Data Privacy
As privacy concerns grow, social media platforms are introducing more robust security measures to protect user data. From end-to-end encryption to new privacy settings, platforms are prioritizing user security in response to rising concerns about data breaches and misuse. This shift reflects broader consumer demand for more transparency and control over personal information.

These trends highlight a major shift in the social media landscape towards more personalized, engaging, and secure experiences. As platforms adapt to evolving consumer preferences, the future promises to be more dynamic, user-centric, and enjoyable. From fun-filled platforms like BuzzFeed Island to innovative tools improving content creation and data security, social media in 2025 is set to offer a refreshing new approach for both users and brands.

The Rise of Industrial CISOs: Balancing Cybersecurity, Operations, and Resilience

As the lines between IT and OT (Operational Technology) environments continue to blur, the role of the Chief Information Security Officer (CISO) has expanded significantly. With increasing cybersecurity threats targeting critical infrastructure and regulators tightening their grip on industrial control systems (ICS), corporate CISOs now find themselves in a pivotal position to safeguard both the security and resilience of organizations. This has given rise to a new leadership role: the Industrial CISO.

The Evolving Role of CISOs in Industrial Sectors

CISOs have traditionally been seen as guardians of enterprise security, primarily focused on IT. However, the evolving threat landscape and the increasing convergence of IT and OT have necessitated a shift in this role. Today’s CISOs are no longer merely defenders of cyber perimeters. They must also integrate security into the operational model, ensuring that it boosts productivity rather than hindering it.

In a global study of 1,031 CISOs, 52% of them reported seeing themselves as facilitators of business initiatives, not just security enforcers. Many of these leaders indicate an increased tolerance for risk, balancing security with business goals to foster innovation and growth. As industries undergo digital transformations, 63% of CISOs expect to take on a more active role in driving business growth.

Challenges and Priorities for Industrial CISOs

The increasing adoption of technologies like the Internet of Things (IoT) and Artificial Intelligence (AI) has expanded the attack surface, introducing new vulnerabilities while offering opportunities for enhanced automation, predictive analytics, and operational efficiency. Industrial CISOs must strike a balance between securing these technologies and leveraging their business value.

In particular, industrial cybersecurity faces unique challenges:

• Uptime and operational efficiency: Ensuring cybersecurity does not disrupt industrial processes.
• ICS/OT-specific risks: The need to protect environments where safety and reliability are paramount.
• Regulatory compliance: Adapting to new and evolving regulations, such as NIS2 and ISO 27001, without compromising operational effectiveness.

Integrating IT and OT Security

A major shift in cybersecurity strategies has been the growing recognition that IT and OT security cannot operate in silos. As OT cyber threats gain media attention, executives and board members are increasingly holding CISOs accountable for securing OT environments.

Dawn Cappelli, Head of OT-Cyber Emergency Readiness at Dragos, emphasizes the importance of collaboration between IT and OT teams. Effective CISOs must use leadership skills to break down silos and work together on a unified cybersecurity strategy. Dean Parsons of ICS Defense Force agrees, noting that the best industrial CISOs have expertise in both IT and OT, as well as a deep understanding of engineering needs.

Strategies for Effective Industrial CISOs

To navigate the complexities of their role, industrial CISOs must:

1. Foster Collaboration: Build strong relationships between IT and OT teams to create a cohesive cybersecurity strategy.
2. Align Security with Operational Goals: Ensure that security measures do not disrupt operations but rather support uptime, safety, and reliability.
3. Leverage Emerging Technologies: Use AI and IoT for predictive threat detection and to enhance real-time data insights.
4. Prioritize Risk-Based Security: Develop and implement risk-based approaches that protect critical assets while maintaining operational continuity.

Skills and Attributes for Success

Successful industrial CISOs must have:

• Technical expertise in both IT and OT.
• Leadership skills to guide diverse teams and align security with broader business goals.
• Business acumen to communicate security as a business enabler rather than an obstacle.
• Continuous education: Keeping up with industry trends, certifications, and emerging technologies is critical.

Guillaume Celosia, OT CISO at Confidentiel, highlights the importance of understanding both cybersecurity and the unique constraints of industrial environments. Training in ICS-specific risk management and participating in industry groups help CISOs stay ahead of emerging threats.

Adapting to the Regulatory Landscape

With rising regulatory pressures, industrial CISOs must stay agile to comply with regulations like NIS2 and the Cyber Resilience Act (CRA). These regulations require not only compliance but also resilience, making cybersecurity a core element of organizational risk management.

Roger Hill of Hillstrong Group Security emphasizes that senior leadership alignment is crucial to integrating cybersecurity with operational objectives. Industrial CISOs must demonstrate that their cybersecurity initiatives directly contribute to business continuity, safety, and risk management.

Securing IoT and AI in Industrial Environments

Emerging technologies such as IoT and AI are reshaping industrial operations, but they also introduce new risks. Parsons advises industrial CISOs to carefully evaluate new technologies within the context of engineering goals, ensuring they do not introduce vulnerabilities into critical systems. Celosia also emphasizes the need for proactive security frameworks, such as zero-trust architectures, to securely integrate IoT and AI technologies.

Conclusion: Leading Towards a Resilient Future

The industrial CISO’s role has evolved dramatically, and these leaders are now responsible for balancing cybersecurity with operational needs in increasingly complex environments. By blending security expertise with business acumen, they are driving innovation and resilience while safeguarding critical infrastructure. Their ability to adapt to regulatory changes, leverage emerging technologies, and collaborate across departments will be key to protecting industrial organizations from evolving cyber threats.

In the digital-first era, the success of industrial operations will depend on how well CISOs can transform cybersecurity into a strategic advantage, ensuring that security enables rather than obstructs operational success.