By SCS Marketing & PR
Social media is an integral part to daily life in the UK, with 54.8 million active social media user identities equating to 79 per cent of the population. Below is a snapshot of the most popular platforms shaping digital engagement in 2025.
WhatsApp: The UK’s Favourite
WhatsApp leads as the UK’s most used and favoured social platform, with a 74.8% penetration rate, translating to approximately 50.11 million users according to The Global Statistics. Its end-to-end encryption and user-friendly interface make it a staple for personal and business communication.
Facebook: Dominant Among Older Demographics
Facebook maintains a strong presence, especially among users aged 35 and above, boasting 49.24 million active users (73.5 per cent penetration) . While younger users are migrating to other platforms, Facebook remains vital for community groups and event coordination.
Instagram: Visual Appeal for Younger Audiences
Instagram continues to thrive among 18–34-year-olds, with 37.72 million users (56.3% penetration) . Its emphasis on visual content through Stories, Reels, and Shopping features makes it a hub for lifestyle and brand engagement.
TikTok: Captivating the Youth
TikTok has surged in popularity, particularly among the under-25 demographic, with 24.8 million UK users aged 18 and above. Users aged 18–24 spend an average of 64 minutes daily on the platform, drawn by its short-form video content and viral trends.
YouTube: The Long-Form Leader
YouTube remains the go-to platform for long-form video content, with UK users averaging 74 minutes per day on the platform. Its diverse content, from tutorials to entertainment, appeals across age groups.
X (formerly Twitter): Real-Time Conversations
Despite a decline in ad reach by 10.7 per cent year-on-year , X continues to be a platform for real-time news and discussions, particularly among niche audiences.
LinkedIn: Professional Networking Hub
LinkedIn has grown to 33 million UK users, representing 49% of the population . It’s increasingly used for industry news, thought leadership, and networking, especially in sectors like tech, finance, and marketing.
Pinterest & Reddit: Niche Communities Rising
Pinterest has seen steady growth, with a 30.2 per cent penetration rate (20.23 million users) , serving as a platform for inspiration in areas like home décor and fashion. Reddit’s reach among UK online adults surged by 47 per cent year-on-year, reaching 24.6 million users by June 2024 , fueled primarily by young adults seeking niche communities and authentic discussions.
In summary, while established platforms like Facebook and YouTube maintain significant user bases, emerging platforms like TikTok and Reddit are reshaping the UK’s digital landscape, emphasising creativity, immediacy, and community engagement. Staying abreast of these trends is crucial for marketers, creators, and brands aiming to connect with diverse audiences.
About SCS Marketing & PR
If your business would like to find out more about our social media services, please contact the SCS team on 01252 621293, via info@scsmarketingandpr.co.uk or complete our contact us form here.
