Thirty Important UK Social Media Statistics for 2023 Unveiled
In the dynamic world of social media, the UK landscape is undergoing a significant shift. The fastest-growing platform in the country is TikTok, which has seen a staggering 55% increase in active users since 2024, bringing the total to around 24.8 million[1]. This growth has been particularly noticeable among Generation Z (born 1997–2012), with 83% of this demographic using TikTok daily[2].
TikTok's appeal lies in its short-form video content, a format that has resonated with younger users. In contrast, Instagram, once a favourite among this demographic, has seen a 9% year-on-year decline in usage[2]. YouTube remains the second most popular platform, primarily for long-form videos[2].
Other platforms are also experiencing changes. For instance, Pinterest is particularly popular among users aged between 18-24, making up 55% of the UK's user base[3]. Twitter, with 19.05 million users in the UK, attracts a more affluent audience, with 60% of its users living in households with an annual income of over £48K[6].
The trend towards short-form video content is reflected in the rise of TikTok and the decline of Instagram among younger users. However, the older demographic, particularly those aged 31 and over, are spending more time on social media, with 32% spending over three hours daily[3].
Social media's influence extends beyond entertainment. Food choices during holidays are often inspired by social media, with 40% of UK adults admitting to being influenced by posts they see[5]. This trend is particularly prevalent among younger adults aged 18-34.
Brand engagement on UK social media in 2025 is focusing on customer support and interactive content like live-stream shopping, reflecting evolving consumer expectations[4]. Influencer marketing is also proving to be a successful strategy, with 42% of marketers feeling it provides the best return on investment[4].
The UK's social media landscape is a vibrant and ever-evolving space. While TikTok dominates the short-form video market, Instagram struggles to maintain its grip on younger users. YouTube remains relevant, and platforms like Pinterest and Twitter continue to attract specific demographics. The rise of influencer marketing and the increasing use of social media for product promotion are trends that are likely to continue in the future.
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- The shift in the UK's social media landscape is leading to changes in lifestyle choices, as food decisions during holidays are increasingly influenced by posts seen on these platforms, especially among younger adults aged 18-34.
- Technology plays a significant role in entertainment, with the growing popularity of short-form video content, as seen on TikTok, reshaping entertainment consumption patterns and influencing marketing strategies on social media.
