Top social media sites in the UK and how businesses can use them

Social media in the United Kingdom is more than a digital pastime—it’s a critical space where people connect, consume content, and interact with brands. According to Birdeye’s industry data, businesses across sectors—from small local shops to multi-location enterprises are prioritising social media as a core part of their marketing and customer engagement strategies. Nearly 60% of marketers consider it a “very important” part of their strategy.

With 59% of the world’s population using social media, and the average user spending 2.5 hours daily on these leading social networks, understanding where your audience is—and how to reach them—is crucial for business success in the UK population.

While trends have evolved, the top social media sites in the UK and how businesses can use them have remained relatively consistent in recent years. Platforms like Facebook, YouTube, and Instagram maintain strong user bases, though newer apps like TikTok are rapidly gaining ground, especially among younger demographics.

Let’s explore the top social media sites in the UK that users love and how businesses can best use them.

Popular social media sites in the UK

Social media plays a major role in how people in the UK connect, discover, and engage, personally and professionally. Here’s a look at some of the most popular social media platforms in the UK and how businesses can make the most of them:

1. WhatsApp: Direct, instant communication

Although not a traditional social media platform, WhatsApp is one of the most used digital tools in the UK. It’s the go-to app for messaging between friends and family, but businesses are also increasingly tapping into its power.

Use case for businesses: WhatsApp is ideal for customer service, appointment scheduling, and quick responses. For businesses with a loyal customer base—like salons, dental practices, or local retailers—it provides a fast, personal way to connect.

Target audience: Almost everyone. WhatsApp is widely adopted across all age groups in the UK.

Pro tip: Birdeye supports multi-channel messaging, making WhatsApp a useful tool for customer engagement when used alongside platforms like Facebook and Instagram.

2. YouTube: For brands with stories to tell

YouTube is where Brits go to learn, watch, and relax. Whether it’s makeup tutorials, product unboxings, or how-to guides, video is a powerful tool for influence.

Use case for businesses: Use YouTube to build brand authority with helpful, informative, or entertaining content. Educational videos, customer testimonials, and behind-the-scenes stories can all create lasting impressions.

Target audience: Broad. It is especially popular with adults aged 25–44, but accessible to all age groups.

3. Instagram: Visual engagement at its best

Instagram remains a favourite in the UK, especially for social media usage and among young people. Its visually rich format makes it ideal for showcasing products, behind-the-scenes stories, and influencer collaborations.

Use case for businesses: Perfect for lifestyle brands, fashion, food, and travel. Use Stories and Reels to share real-time content and build a relatable brand personality.

Target audience: Millennials and Gen Z, but increasingly used by older demographics too.

✅ Takeaway: If you’re a UK brand looking to grow through storytelling, lifestyle content, and visual branding, Instagram is non-negotiable.

4. Facebook: Still a powerful platform for community and commerce

Facebook might not be as trendy as it once was, but in the UK, it’s still one of the most effective platforms for business engagement, especially with customers aged 30 and above.

Use case for businesses: Excellent for building community through groups, running localised ads, promoting events, and managing customer feedback and reviews.

Target audience: Adults aged 30–60+. Especially effective for service-based and community-focused businesses.

Tip: Birdeye’s platform enables seamless Facebook UK integration, perfect for reputation management and review collection.

5. TikTok: Capturing attention in seconds

TikTok has exploded in popularity, and UK users, particularly those under 30, spend a surprising amount of time there each day. It’s a fast-paced, creative space where trends take off and brands go viral.

Use case for businesses: If your audience skews younger, TikTok is a must. Short-form videos, trends, and challenges are ideal formats for showcasing your brand’s fun and authentic side.

Target audience: Primarily Gen Z and younger Millennials. Creative, mobile-first audiences who love bold, visual content.

UK consumers are active across various social channels, from messaging apps to video-sharing platforms. Choosing the right platforms for your business depends on where your audience is and how you can connect with them authentically.

Social media safety & age guidelines for UK businesses

While choosing the right platform for your audience, businesses must also understand the safety, privacy, and age policies tied to each network. Here’s a quick overview:

• Instagram, Facebook, TikTok, Snapchat, YouTube, and X: Minimum age is 13+
• WhatsApp: Users must be 16+ in the UK
• All platforms have safety centres, reporting tools, and parental controls—critical for brands engaging younger audiences.
• Familiarise your team with community guidelines to ensure your content complies with platform rules.

For example, TikTok offers a Guardian’s Guide, Instagram has tailored parent resources, and Facebook UK includes a Bullying Prevention Hub. Using these responsibly helps protect both your audience and your brand’s integrity.

Other notable UK social media sites

Other social media platforms include:

Snapchat

Great for reaching younger internet users, particularly teens, through disappearing content and interactive filters.

Pinterest

A visual discovery platform where internet users seek inspiration, especially for home, fashion, beauty, and event planning. Strong for driving high-intent traffic.

LinkedIn

Essential for B2B marketing, recruitment, and professional networking. Best for reaching decision-makers and sharing thought leadership.

X (formerly Twitter)

Effective for real-time updates, news, and public engagement. Useful for brands in media, tech, or customer service-focused industries.

Castle Homes enhanced its social media performance with Birdeye

Castle Homes Property Services faced the challenge of maintaining a consistent and engaging social media presence while managing property listings and customer interactions. Implementing Birdeye’s social media management tools—including AI-powered content generation, automated review sharing, and a visual post scheduler—streamlined content creation. It also increased visibility across Facebook, Instagram, X, and LinkedIn.

This solution allowed them to combat writer’s block, promote difficult-to-let properties more effectively, and build stronger connections with their audience. As a result, Castle Homes boosted enquiries, improved customer engagement, and significantly enhanced their online reputation.

Be where your audience is

The best social media strategy is not about being everywhere—it’s about being where your audience is, with the right content at the right time.

Whether you’re using Facebook to reach parents, Instagram to engage younger shoppers, or YouTube to educate potential customers, a focused, audience-first approach will drive real results.

Frequently asked questions on social media sites UK

How Birdeye Social AI helps UK businesses win on social media platforms

Managing social media across multiple platforms can be overwhelming, but that’s where Birdeye Social AI steps in.

Birdeye’s Social AI allows UK businesses to automate content creation, schedule posts, and engage with customers across key platforms like Facebook, Instagram, and WhatsApp—from one unified dashboard. It uses smart automation to help teams stay on brand, respond faster, and boost their local presence.

Whether you’re a small business or a multi-location enterprise, Birdeye empowers you to:

• Generate engaging, on-brand posts using AI
• Manage reviews and messages in one place
• Track performance insights to refine strategy
• Keep messaging consistent across all locations

In a competitive UK market, Birdeye Social AI helps businesses cut through the noise and build stronger, smarter connections with their audience—wherever they are online.