2026 UK Social Media Statistics: Key Insights for Marketers

For social media managers, staying current with social media statistics is not just about satisfying curiosity. Understanding who is using which platforms, for how long, and for what purpose, forms the bedrock of an effective social media calendar.

Taking a closer look at UK social media usage statistics will give you a deeper understanding of the digital habits that shape online engagement. Moreover, with the increasing influence of younger generations, grasping Gen Z social media usage in the UK is crucial for ensuring your strategies continue to capture new audiences.

At Metricool, we believe that robust analytics, combined with a deep understanding of audience behavior, creates a winning formula. This article will break down the latest social media data, focusing on the UK market, and provide actionable insights for your campaigns.

The Global Pulse: 2026 Social Media Statistics

We performed a deep dive on social media statistics from the past year in our 2026 Social Media Study. We went further than ever this year, analyzing 39,762,999 posts from 1,059,949 accounts across X, Facebook, Instagram, Pinterest, LinkedIn, TikTok, Bluesky, YouTube, Threads and Google Business Profile. Here’s a snapshot of the 2025 statistics we found for each network:

• X: Link clicks decreased by 28% 
• Facebook: Reach increased by 51%
• Instagram: Reels reach decreased by 35%
• Pinterest: Weekly posts increased by 29%
• LinkedIn: Impressions increased by 23%
• TikTok: Views per video decreased by 17%
• Bluesky: 16.38 interactions per post
• YouTube: Views per video increased by 76%
• Threads: 1,536.09 impressions per post

These global figures provide a wide perspective, but for social media managers, narrowing your view down to your market is key.

Focusing on the UK: Social Media Usage Statistics UK 2026

The UK is a highly connected nation, with digital behaviors often setting trends for other markets. Here are some of the general stats around social media usage in the UK in 2026.

• There are 68.1 million internet users in the UK, representing a 97.8% internet penetration rate.
• The UK is home to 55.5 million social media user identities, 79.0% of the total population.
• Interestingly, the number of social media user identities in the UK slightly increased by 0.6% between late 2025 and late 2026.
• Of the social media users aged 18 and above, 50.7% are female and 49.3% are male, indicating a near-even gender split.

* All data from datareportal.com

2026 Social Media Marketing Stats by Platform (With UK User Statistics)

• YouTube: Our study found that views per video on YouTube, which boasts 55.8 million users in the UK, increased 76%. This was achieved with only a slight increase in weekly posts (4%), proving that quality over quantity wins on YouTube.
• Facebook: Facebook isn’t dead. Reach (+51), impressions (+57%) and interactions (+56%) all increased in 2025. With 38.8 million users in the UK, the platform is still a priority for top social media marketers. Facebook remains widely used, especially for its combined services with Messenger.
• Instagram: According to our study, impressions was the only metric that grew (+27%) for Instagram posts in 2025, with reach, interactions and engagement all falling. However, this is not a sign of Instagram slowing down; it boasts 35.5 million users in the UK alone. 
• TikTok: TikTok continues to grow, especially in the UK, where there are an estimated 26.8 million users aged 18 and above. However, more growth means more competition, which is why reach (-19%), views (-17%), interactions (-32%), and engagement (-16%) all fell in 2025.
• LinkedIn: TikTok wasn’t the only platform where growth resulted in lower follower metrics, despite its 48 million UK user base. Engagement (+11%) was the only metric that grew on LinkedIn in 2025.
• Pinterest: Weekly posts increased by 29% as social media managers attempted to capture our imagination, especially in the UK, which is home to 15.5 million users. 

* Data in italics from datareportal.com

* Data in bold from Metricool 2026 Social Media Study, download it in full here.

Gen Z Social Media Usage UK: The Trendsetters

Gen Z (typically defined as those born between the mid-1990s and early 2010s) are digital natives, and their social media habits are reshaping the landscape. Understanding Gen Z social media usage in the UK is paramount for brands aiming to connect with this influential demographic.

Key Characteristics of Gen Z Social Media Usage:

1. Video-First Approach: Gen Z strongly gravitates towards video-centric platforms.
   • TikTok: This platform remains exceptionally popular with Gen Z. The average active UK user spends a remarkable 49 hours and 29 minutes per month on TikTok’s Android app. This is more than double the time spent on YouTube (19 hours and 10 minutes) and triple the time on Facebook (16 hours and 45 minutes).
   • YouTube: Despite TikTok’s rise, YouTube remains a top platform for Gen Z globally, with 78% of Gen Z users engaging with it, particularly for long-form content and education.
   • Instagram Reels: Instagram remains strong, particularly with its Reels and Stories features. Instagram has even become more popular among Gen Z than millennials, with 52.4 million Gen Z users globally in 2025. Instagram’s popularity among young adults (18-34 years) in the UK is significant, with its reach increasing to 81.2% among 18-34-year-olds in May 2024.
2. Discovery Over Direct Search: Gen Z often uses social media platforms, especially TikTok, as their primary search engine for finding information, products, and news. 77% of Gen Z use TikTok for product discovery, and 63% for news. This means brands need to optimize their content for in-platform search and discovery.
3. Authenticity and Relatability: Gen Z values genuine connection and authenticity over polished, overly curated content. They are drawn to brands that communicate with sincerity and meaning. Micro-influencers, who often embody greater relatability, are a growing focus for brands targeting this group.
4. Community-Driven Engagement: Gen Z seeks communities around shared interests. Platforms like Reddit are gaining traction, with 71% of 18-24-year-olds in the UK using it by May 2024. Brands should consider how they can foster genuine community spaces online.
5. Social Commerce: Gen Z is highly engaged in social commerce. They use platforms like TikTok, Instagram, and YouTube for product research, reviews, and purchasing decisions. Brands should integrate shoppable features and engaging product content directly into their social media strategies.
6. Multi-Platform Usage: Gen Z does not restrict itself to one platform. They are highly active across multiple networks, often using different platforms for different purposes. This requires a diversified content strategy from social media managers.
7. Digital Exhaustion: Interestingly, while Gen Z is hyper-connected, 73% globally report feeling digitally exhausted. This suggests a desire for more meaningful, less draining online interactions and even a craving for real-world connections. Brands that offer experiences that help avoid digital exhaustion or foster offline engagement might resonate deeply.

Tips for Brands Targeting Gen Z in the UK:

• Prioritize Short-Form Video: Invest heavily in TikTok and Instagram Reels.
• Focus on Discoverability: Optimize content for in-platform search with relevant keywords and descriptive captions.
• Embrace Authenticity: Partner with micro-influencers and create content that feels real and relatable.
• Build Community: Explore opportunities on platforms like Reddit or within niche Facebook Groups.
• Integrate Social Commerce: Make it easy for Gen Z to discover and purchase products directly on social media.
• Offer Value Beyond Promotion: Create educational, entertaining, or inspiring content that addresses Gen Z’s needs and interests, contributing to “micro joy moments” in their daily digital lives.

7 Actionable Insights for UK Social Media Marketers

The social media statistics for the UK in 2025 provide a clear roadmap for social media managers. Here’s how you can translate these insights into effective strategies:

1. Know Your Audience (Beyond Demographics): Use Metricool’s analytics to delve into your specific audience’s behavior. While general statistics are helpful, your brand’s unique followers might have different prime times for engagement or preferred content formats.
2. Strategic Platform Selection: Don’t try to be everywhere at once without purpose. The data confirms that different platforms have different strengths and user demographics.
   • For broad reach and older demographics, Facebook remains essential, particularly for groups and local community engagement.
   • For visual inspiration and product discovery, Instagram and Pinterest are key.
   • For video-first content and reaching younger audiences (especially Gen Z), TikTok and YouTube Shorts are non-negotiable.
   • For B2B and professional networking, LinkedIn continues to be the dominant force.
3. Invest in Video Content: The statistics consistently point to the dominance of video, especially short-form. Prioritize creating engaging Reels, TikToks, and Shorts.
4. Optimize for In-Platform Search: Users are searching directly on social media. Ensure your profiles, captions, and content are optimized with relevant keywords to be discoverable.
5. Foster Authentic Engagement: Algorithms reward genuine interaction. Respond to comments, run polls, host Q&As, and create content that encourages conversation.
6. Consider Social Commerce: As social commerce grows, explore features like Instagram Shopping, TikTok Shop, and shoppable Pins to streamline the path from discovery to purchase.
7. Embrace Data-Driven Decisions: Continuously monitor your content performance using Metricool. Track which posts resonate, which platforms deliver the best results, and how your audience responds to different strategies. This iterative process is essential for adapting to the ever-changing social media habits of social media users statistics UK.

By understanding these social media statistics, especially the nuances of Gen Z social media usage in the UK, social media managers can build truly impactful strategies that connect with their audience and drive measurable results. The data is clear: informed decisions lead to better outcomes.