This will be the seventh part of my country-based comprehensive social media guides. I’ll look at the United Kingdom today, and we’ll go through multiple sections in this analysis.

Here are the main highlights of the article:

Highlights

• There are 57.10 million social media users in the UK in 2023
• 84.4% is how many social media users are vs. the UK’s total population
• 92.4% is how many 18+ social media users are vs. the total 18+ population in the UK
• 86.4% is how media social media users are vs. the total internet users in the UK
• 1 hour and 56 minutes is the average time spent daily on social media in the UK
• 6.1 is the average number of social media platforms used by users every month
• 48.4% is how many male social media users are vs. the total social media users in the UK
• In every age category, there are more women than men using social media in the UK
• 53.1% of all German social media users are using social media to keep in touch with friends and family, this being the main reason to get on these platforms
• 73.4% of all UK social media users use WhatsApp
• 22.4% of all UK social media users voted for WhatsApp as their favorite social media platform
• TikTok was the most used platform in the UK, with users spending 27 hours and 18 minutes on it per month
• 28.3% of German internet users prefer using classic social networks when doing brand research, out of all other types of social platforms
• Only 6.8% of German internet users will use pinboards like Pinterest to do brand research
• There is a shift toward more interactive and personalized brand research, as opposed to less reliable community-based platforms
• 51.4% of all German social media users follow accounts of friends, family, and people they know
• 48.68% is how much external web traffic Facebook sends to third-party websites in the UK via links on the platform
• 34.4 million users are Facebook’s ad audience reach in the UK in 2023
• 79.37% is the share of photo posts out of the total post types on Facebook in the UK as of 2023. It’s the highest type of post on Facebook right now
• 50.9% is the Facebook ad reach for the total population
• 52% is the Facebook ad reach for the total internet users
• 0.31 is the average number of Facebook posts per day in the UK
• 70.9 million users are YouTube’s ad audience reach in the UK in 2023
• 84.4% is YouTube’s ad reach for the total population
• 86.4% is YouTube’s ad reach for the total internet users in the country
• “Song” was the most searched term on YouTube for all of 2022 in the UK
• 28.45 million users are Instagram’s total ad reach
• 42.5% is Instagram’s ad reach for the total population
• 43.5% is Instagram’s ad reach for the total internet users
• 20.65 million users are TikTok’s total ad reach
• 29.1% is TikTok’s ad reach for the UK’s total population
• 29.7% is TikTok’s ad reach for the UK’s total internet users
• 26.65 million users are Messenger’s total ad reach
• 39.4% is Messenger’s ad reach for the UK’s total population
• 46.3% is Messenger’s ad reach for the UK’s total internet users
• 35 million users are LinkedIn’s total ad reach
• 51.8% is LinkedIn’s ad reach for the total population
• 52.9% is LinkedIn’s ad reach for the total internet users
• 22.15 million is Snapchat’s total ad reach
• 32.8% is Snapchat’s ad reach for the total population
• 33.5% is Snapchat’s ad reach for the total internet users
• 23.15 million is Twitter’s total ad reach in the UK
• 34.2% is Twitter’s ad reach for the total population
• 35% is Twitter’s ad reach for the total internet users
• 15.88 million is Pinterest’s total ad reach in the UK
• 19.1% is Pinterest’s ad reach for the total population
• 20.5% is Pinterest’s ad reach for the total internet users

For extra details, feel free to through every section to find what you’re looking for. Here are the sections I’ll show you!

Sections

I. General Overview of Social Media Use

II. Demographic Profile Meta’s Ad Audience

III. Main Reasons for Using Social Media

IV. Most Used Social Media Platforms

V. Favorite Social Media Platforms

VI. Time Spent Using Social Media Apps

VII. Usage of Social Media for Brand Research

VIII. Types of Social Media Accounts Followed

IX. Web Traffic Referrals from Social Media

X. Facebook Ad Audience Overview

XI. Share of Facebook Posts by Post Type & Engagement

XII. YouTube Ad Audience Overview

XIII. Top YouTube Searches

XIV. Instagram Ad Audience Overview

XV. TikTok Ad Audience Overview

XVI. Facebook Messenger Ad Audience Overview

XVII. LinkedIn Ad Audience Overview

XVIII. Snapchat Ad Audience Overview

XIX. Twitter Ad Audience Overview

XX. Pinterest Ad Audience Overview

Let’s not waste any more time and get going!

Section I: General Overview of Social Media Use

In this first section, I’ll give you the general social media stats in the UK:

• Number of Social Media Users: 57.10 million
• Social Media Users vs. Total Population: 84.4%
• Social Media Users Age 18+ vs. Total Population Age 18+: 92.4%
• Social Media Users vs. Total Internet Users: 86.4%
• Average Time Spent Using Social Media Each Day: 1 hour and 56 minutes
• Average Number of Social Media Platforms Used Each Month: 6.1
• Female Social Media Users vs. Total Social Media Users: 51.6%
• Male Social Media Users vs. Total Social Media Users: 48.4%

So far, so good. The UK is looking good. Its social media health is really good, and almost three-quarters of its population is using social media.

Let’s look at more specific data, though!

Section II: Demographic Profile Meta’s Ad Audience

Let’s have a look at Meta’s demographic profile for its ad audience (users). I’ll give you the data based on the age and gender of the users

Here’s the table:

Age	Male	Female
13-17	1.5%	2.1%
18-24	8.7%	9.4%
25-34	11.7%	12.4%
35-44	8.9%	10%
45-54	6.5%	7.8%
55-64	4.9%	6.4%
65+	4.1%	5.6%

At every age, there are more women using social media than men. This is hardly a surprise, at this point. We’ve seen how this is the norm across most countries.

Moreover, it seems that more men stop using social media compared to women, at every age category. This shows that women tend to be more attracted by social media, on average.

The highest social media usage is in the 25-34 age category, both for men and women, and then it starts declining rapidly.

Section III: Main Reasons for Using Social Media

Why do UK social media users use social networks? I’ll bet that, on average, it’s for the same reasons other countries identify with.

Let’s see:

Reason for Using Social Media	% of People Who Identify with a Reason
Keeping in Touch with Friends and Family	54.1%
Filling Spare Time	36.7%
Reading News Stories	26.8%
Finding Inspiration for Things to Do and Buy	22.2%
Seeing What’s Being Talked About	22.1%
Finding Content	21.7%
Posting About Your Life	18.7%
Finding Like-Minded Communities	17.8%
Sharing and Discussing Opinions	16.4%
Watching or Following Sports	16.3%
Seeing Content from Brands	16%
Avoiding Missing Out (FOMO)	15.9%
Finding Products to Purchase	15.2%
Following Influencers or Celebrities	15%
Watching Live Streams	14.5%

More than half of the UK’s social media users are using social media to keep in touch with friends and family. This statistic is higher than other countries I’ve looked at.

If I remember correctly, in Germany, only 45.7% of its users identified with this reason when using social media.

So, more people in the UK are connecting to friends and family on social media, which is good to hear. All the other reasons are nothing too surprising.

Let’s move on!

Section IV: Most Used Social Media Platforms

Let’s have a look at which social media platforms English people prefer and in what numbers. Here’s the data from Data Reports:

Social Media Platform	% of People Who Use It
WhatsApp	73.4%
Facebook	70.7%
Instagram	56.4%
Facebook Messenger	55.3%
Twitter	42.8%
TikTok	38%
IMessage	33.5%
Snapchat	29.5%
LinkedIn	27.1%
Pinterest	26%
Reddit	18.2%
Skype	15.1%
Telegram	10.6%
Nextdoor	10.5%
Discord	10.2%

WhatsApp is the most used social media platform in the UK, followed by Facebook. Both have over 70% usage among the user base.

What surprises me is how popular Twitter is. It has 42.8% usage among UK users. If you don’t remember, it only had 21.7% among German users.

So, UK users use Twitter twice as much as German users, apparently. This is very good to know for any advertisers thinking about promoting their products/services on Twitter.

Moving on to the next section!

Section V: Favorite Social Media Platforms

Now, we’ll look at which social media platforms UK users prefer. In other words, what platform they said is their favorite.

Here’s the data:

Social Media Platform	% of People Who Voted for a Platform
WhatsApp	22.4%
Facebook	20.4%
Instagram	14.2%
TikTok	9.8%
Twitter	6.4%
Facebook Messenger	4.1%
Snapchat	3.8%
IMessage	2.2%
Reddit	1.9%
Pinterest	1.7%

WhatsApp has just barely reached the top spot for the most favorited social media apps in the UK with 22.4% of people voting for it.

Facebook is in second place with 20.4% of people voting for it. Then comes Instagram with 14.2% and the rest of the platforms have received much fewer votes.

It seems that no matter where you look, WhatsApp is the most popular social media platform among users of all ages.

There’s an interesting point when comparing the previous table and this one. The previous table showed the most popular platforms based on the number of people using it.

This chart shows people’s personal opinions about the platforms and which ones they like more. It seems there are significant discrepancies between what people do and what they say.

For instance, only 6.4% of people said that Twitter is their favorite platform. Yet, when we look at the previous chart, 42.8% of UK users were using Twitter at any given time.

That’s likely because many people see Twitter as more necessary than enjoyable. They read the news, find out about the latest events in the world, and that’s about it.

The same goes for other discrepancies on this list, too.

Section VI: Time Spent Using Social Media Apps

Next, we’ll see how long UK users spend on social media per month. I’ll give you the stats for 5 of the biggest social media platforms out there.

Look below:

Platform	Monthly User Usage	Year-on-Year Change
TikTok	27 hours and 18 minutes	Unchanged
YouTube	15 hours and 30 minutes	-3.7% (36 minutes)
Facebook	14 hours and 42 minutes	-5.2% (48 minutes)
WhatsApp	8 hours and 36 minutes	-2.3% (12 minutes)
Instagram	7 hours and 42 minutes	-2.5% (12 minutes)

On average, every UK social media user is on TikTok for 27 hours and 18 minutes per month. So, a little over a day spent on TikTok.

YouTube is in second place with 15 hours and 30 minutes, which is not even close to TikTok’s performance. The short-video format seems to be working just fine.

It’s also notable that all platforms, except TikTok, are seeing a decrease in the time spent online by its users. In YouTube’s case, there’s a decrease of 36 minutes spent per month on the Android app.

It makes sense that people will spend more time on more enjoyable platforms like TikTok, instead of “required” apps like WhatsApp.

Section VII: Usage of Social Media for Brand Research

In this section, you’ll see which platforms UK users are using for brand research. Here’s the data:

Platform	% of Users Using It for Brand Research	Year-on-Year Change
Any Type of Social Media Platform	55.8%	+1.5%
Social Networks	28.3%	-2.4%
Question & Answer Sites (e.g. Quora)	15.5%	-9.4%
Forums and Message Boards	12.5%	-4.6%
Messaging and Live Chat Services	9%	+2.3%
Micro-Blogs (e.g. Twitter)	6.4%	-7.2%
Vlogs	7.2%	-1.4%
Online Pinboards (e.g. Pinterest)	6.8%	-4.2%

Traditional social media platforms like Facebook and Instagram are still the most popular places to do brand research, according to this chart.

However, across most of these categories, there has been a decrease in usage for brand research. Only Live Chat Services have seen an increase of 2.3%. This might mean that users are starting to look for real-time engagement and direct information from the brands themselves.

As for vlogs, online pinboards, and forums, users might perceive them as less reliable for brand research, hence the decrease in usage.

In the end, social media is still a powerful tool for brand research. But there is a shift toward more interactive forms of communication when conducting brand research. Informal community-based platforms are starting to become untrustworthy for brand research.

Section VIII: Types of Social Media Accounts Followed

What types of social media accounts do UK users follow? Is it family and friends or sports teams? Maybe actors or parody accounts?

Let’s see:

Type of Account Followed	% of People Who Follow an Account
Bands, Singers, or Musicians	51.4%
Actors, Comedians, or Other Performers	27.5%
TV Shows or Channels	26.9%
Bands, Singers or Musicians	26.9%
Entertainment, Memes, or Parody Accounts	22.6%
Restaurants, Chefs, or Foodies	22.4%
Sports People and Teams	22.4%
Brands You Purchase	20.8%
Events You’re Attending	17.7%
Influencers or Other Experts	17.5%
Brands You’re Considering Purchasing	16.4%
Contacts Relevant To Work	14.8%
Wildlife Organizations or Animals	14.6%
Fitness Experts or Organizations	14.4%
Companies Relevant to Work	14%

More than half of all UK users (51.4%) are following the accounts of friends and family. So, personal connections matter a lot in the UK on social media.

Entertainment-based accounts like actors, performers, TV shows, and musicians also play a very important role on social media. They’re among the most followed reports in the country.

Then, there are brands that are also very popular on social media in the UK. Around 21% of users follow brands that they purchase and 16% follow brands that they want to buy. Consumer behavior is a big part of social media.

On the other hand, work-related accounts aren’t very popular on social media. There are some users following these accounts but not as many as those following entertainment and brand accounts.

Section IX: Web Traffic Referrals from Social Media

Now, we’ll be looking at the amount of web traffic referrals sent by social media externally. In other words, how good social media platforms are at sending people to other sites.

Here’s what I found:

Social Media Platform	% of Web Traffic Referrals Sent	Year-on-Year Change
Facebook	48.68%	-12.4%
Twitter	23.47%	+0.04%
Instagram	15.39%	+85.4%
Pinterest	5.95%	+0.8%
YouTube	1.96%	-19%
Reddit	2.63%	+4.4%
Tumblr	0.51%	-21.5%
LinkedIn	1.13%	+29.9%
VKontakte	0.03%	-25%
Other	0.25%	+4.2%

It seems that Facebook sends the most traffic (48.68%) to other sites. However, the platform suffered a massive 12.4% decrease on a year-on-year basis, showing a shift in online marketing.

Instagram is the one we should pay attention to, though. Its web traffic went up by 85.4% in the last year, showing a surge in interest in the platform.

Twitter is the most stable out of all platforms, showing a 0.04% increase, maintaining its second place on the list at 23.47% of web referrals sent.

YouTube went through a 19% decrease in web traffic referrals, which isn’t unexpected. YouTube users are consuming its content within the platform instead of being sent elsewhere.

Lastly, LinkedIn showed the second-highest increase in web traffic referrals (29.9%), which shows how the platform is becoming better at sending traffic to external sites.

Let’s move on to the other sections!

Section X: Facebook Ad Audience Overview

Now, we’ll go over every individual social media platform and see the general stats. Starting with Facebook, here’s the data:

Assessment Category	Value
Total Potential Reach of Facebook Ads	34.4 million users
Facebook Ad Reach Vs. Total Population	50.9%
Quarter-on-Quarter Change in Reported Facebook Ad Reach	-1.3% / -450,000 users
Year-on-Year Change in Reported Facebook Ad Reach	-1.9% / -650,000 users
Facebook Ad Reach vs. Total Internet Users	52%
Facebook Ad Reach vs. Population Aged 13+	59.8%
Female Facebook Ad Reach vs. Total Facebook Ad Reach	54.1%
Male Facebook Ad Reach vs. Total Facebook Ad Reach	45.9%

Facebook reaches half of the UK’s population with its ads and 59.8% of all users aged 13+. That’s a very enticing aspect for any advertiser.

Even though their ad reach has been decreasing quarterly and yearly, it’s almost insignificant, statistically speaking.

Facebook also reaches more women than men with its ads, apparently. But that’s not a surprise since more women are using Facebook than men.

Just like we’ve seen in other countries, Facebook is the ideal platform if your target audience is 13+. Plus, its audience is fairly split between men and women users, so you’re reaching both genders through it.

Section XI: Share of Facebook Posts by Post Type & Engagement

This section will show you the share of each post type as a percentage of the total number of posts on Facebook. This will help us understand which post types are more popular among pages.

Here’s the table:

Post Type	% of Posts of a Certain Type
Photo Posts	79.37%
Video Posts	17.74%
Link Posts	2.41%
Status Posts	0.41%

Photo posts account for almost 80% of all posts sent on Facebook in the UK by Pages. This may not seem surprising but when I looked at Germany, photo posts were just around 14.18% out of all posts.

Instead, the largest share of posts in Germany were link posts (75.48%). Which, as you can see in the UK, only accounts for 2.41%.

This raises a very interesting idea. Different countries prefer different types of content on social media. It’s not that a certain type of content is inherently better or more popular than the other.

This is extremely important for advertisers and content creators to understand. One type of content that works in one country may not work at all in another country. It’s a difference in the target audience’s preference for content.

Section XII: YouTube Ad Audience Overview

Let’s move on to YouTube and see how the video giant is doing in Q1 2023 in the UK. Will we be impressed or will the platform show lackluster performance?

Let’s see:

Assessment Category	Value
Potential Ad Reach of Ads on YouTube	57.10 million
YouTube Ad Reach vs. Total Population	84.4%
YouTube Ad Reach vs. Total Internet Users	86.4%
Year-on-Year Change in Reported YouTube Ad Reach	-0.9% / 500,000 users
YouTube’s Ad Reach for Users Aged 18+	49.2%
YouTube’s Ad Reach 18+ for Population Aged 18+	91.9%
Female Ad Reach 18+ vs. Total Population 18+	50.3%
Male Ad Reach 18+ vs. Total Population 18+	49.8%

YouTube reaches approximately 57.10 million people with its ads in the UK. That’s not a small number at all. In fact, 84.4% of the UK’s population is using YouTube and will see its ads.

Not only that 91.9% of the 18+ population is on YouTube, making the platform the centerpiece of any advertising campaign in the country.

To summarize:

• YouTube has a very broad reach
• It’s very popular among Internet users
• Its userbase is very stable (it lost only 0.9% of its ad reach in the last year)
• It appeals to an adult audience
• It has an almost perfectly balanced gender reach

If you’re not using YouTube for your marketing campaigns, what are you waiting for? It’s high time you got started.

Section XIII: Top YouTube Searches

In this section, I’ll show you the top YouTube searches in the UK. This way, we’ll get an idea of the interests of UK users. It’s clear how such information may prove useful.

Here’s the data:

Popularity	YouTube Search	Index
1.	Song	100
2.	Songs	61
3.	Music	51
4.	ASMR	25
5.	News	25
6.	Roblox	21
7.	Minecraft	21
8.	TikTok	21
9.	Sidemen	21
10.	Fortnite	19
11.	Football	16
12.	Peppa Pig	14
13.	Cocomelon	13
14.	Dhar Mann	11
15.	YouTube	11
16.	Liverpool	10
17.	MrBeast	9
18.	Karaoke	9
19.	Speed	8
20.	Sonic	8

“Song” was the most popular search term on YouTube in the UK in Q1 2023, followed by “Songs” and “Music” and “ASMR“.

All things music related are hyper-popular in the country, it seems. In the rest of the list, you’ll see other entertainment-related terms like “Roblox“, “Minecraft“, and so on.

“News” is number 5 on the list, which is nice to see. Something non-entertainment that’s actually helpful. Let’s move on!

Section XIV: Instagram Ad Audience Overview

Meet Instagram, our new analysis subject. Let’s see how it’s been performing in the UK in Q1 2023 and whether it’s a good advertiser playground.

Cue the table:

Assessment Category	Value
Total Potential Reach of Instagram Ads	28.75 million
Instagram Ad Reach vs. Total Population	42.5%
Quarter-on-Quarter Change in Reported Instagram Ad Reach	-3.5% / 1.1 million users
Year-on-Year Change in Reported Instagram Ad Reach	-9.4% / 3 million users
Instagram Ad Reach vs. Total Internet Users	43.5%
Instagram Ad Reach vs. Population Aged 13+	50%
Female Instagram Ad Reach vs. Total Reach	56.4%
Male Instagram Ad reach vs. Total Reach	43.6%

Instagram is only a bit worse than Facebook in terms of its ad reach but it’s still holding on pretty well. With almost 29 million users, Instagram is great for advertising.

You’ll reach half of the 13+ population in the UK and around 43.5% of all internet users. And remember that Instagram’s audience is quite different from Facebook’s.

It’s worth it to carry out marketing campaigns on both platforms because you’re reaching people with diverse interests. Plus, Instagram produces much more engagement per post than Facebook.

Lastly, you should notice that the gender disparity is larger on Instagram than on Facebook or YouTube. Around 56.4% of Instagram’s audience is made of women, which points to an excellent marketing opportunity.

Section XV: TikTok Ad Audience Overview

TikTok is pretty popular in the UK. Around 38% of internet users in the country are using it every day. So, its performance should be just as glorious-looking.

Let’s see:

Assessment Category	Value
Potential Ad reach of TikTok Ads (18+)	19.66 million
TikTok Ad Reach 18+ vs. Total Population	29.1%
Quarter-on-Quarter Change in Reported TikTok Ad Reach	+10.9% / 1.9 million users
Year-on-Year Change in Reported TikTok Ad Reach	-9.9% / 2.2 million users
TikTok Ad Reach Age 18+ vs. Total Internet Users	29.7%
TikTok Ad Reach Age 18+ vs. Population Age 18+	36.7%
Female TikTok Ad Reach vs. Total TikTok Ad Reach	53.5%
Male TikTok Ad Reach vs. Total TikTok Ad Reach	46.5%

TikTok is reaching 29.1% of the UK’s total population with its ads, which is around 19.66 million people. Compared to the previous platforms, this isn’t that great. However, almost 20 million people is a big number.

Quarterly, it seems that TikTok has increased its ad reach by 1.9 million users but the yearly stats show that it has lost 2.2 million users.

The situation isn’t looking too good for TikTok if you ask me. But it may recoup its losses in the coming months. There’s a reason why most advertisers are staying away from TikTok, though.

A lot of the content posted on the platform isn’t ad-friendly, and that doesn’t look like it’s going to change any time soon.

Section XVI: Facebook Messenger Ad Audience Overview

Facebook Messenger is up next. Take a look at the data:

Assessment Category	Value
Total Potential Ad Reach on Messenger	26.65 million
Messenger Ad Reach vs. Total Population	39.4%
Quarter-on-Quarter Change in Reported Messenger Ad Reach	-1.3% / 350,000 users
Year-on-Year Change in Reported Messenger Ad Reach	-2.4% / 650,000 users
Messenger Ad Reach vs. Total Internet Users	40.3%
Messenger Ad Reach vs. 13+ Population	46.3%
Female Messenger Ad Reach vs. Total Ad Reach	54.8%
Male Messenger Ad Reach vs. Total Ad Reach	45.2%

Facebook Messenger is doing quite well, with over 26.65 million total ad reach. The platform reaches 39.4% of the UK’s total population and 40.3% of its internet users.

This is already better than TikTok by 10 million users. And Messenger isn’t nearly as attractive and engaging as TikTok. Let that sink in…

Though, I believe a large part of the reason why Messenger is so popular is because it’s an integral part of the Facebook experience.

You can’t use Facebook without also getting Facebook Messenger. Well, you can, but it’ll be a sorely lacking experience.

Section XVII: LinkedIn Ad Audience Overview

Up next is LinkedIn, the most popular professional networking platform in the world. Let’s see what they’ve been doing recently.

Here’s the data:

Assessment Category	Value
Total Potential Ad Reach on LinkedIn	35 million
LinkedIn Ad Reach vs. Total Population	51.8%
Quarter-on-Quarter Change in Reported LinkedIn Ad Reach	+2.9% / 1 million users
Year-on-Year Change in Reported LinkedIn Ad Reach	+2.9% / 2 million users
LinkedIn Ad Reach vs. Total Internet Users	52.9%
LinkedIn Ad Reach vs. 18+ Population	65.4%
Female LinkedIn Ad Reach vs. Total Ad Reach	43.8%
Male LinkedIn Ad Reach vs. Total Ad Reach	56.3%

This is incredible. LinkedIn has more users than:

• Facebook
• Instagram
• Facebook Messenger
• TikTok
• Snapchat
• Twitter
• Pinterest

Not combined, of course. Individually, LinkedIn has more users than each of these platforms. Which blows my mind, to be honest.

In my last guide (Germany), LinkedIn only had 15 million users. It’s more than double for the UK, it seems. And the gender disparity is much lower.

A ton of women are on LinkedIn, hustling every day, finding jobs, and networking with other professionals. It’s really nice to see.

More than half of the UK’s total population is using LinkedIn.

Section XVIII: Snapchat Ad Audience Overview

Snapchat has never had crazy results but the UK keeps surprising us with its social media engagement stats. Let’s see what it has in store for us this time:

Assessment Category	Value
Total Potential Ad Reach on Snapchat	22.15 million
Snapchat Ad Reach vs. Total Population	32.8%
Quarter-on-Quarter Change in Reported Snapchat Ad Reach	+2.3% / 500,000 users
Year-on-Year Change in Reported Snapchat Ad Reach	+7.3% / 1.5 million users
Snapchat Ad Reach vs. Total Internet Users	33.5%
Snapchat Ad Reach vs. 13+ Population	38.5%
Female Snapchat Ad Reach vs. Total Ad Reach	55%
Male Snapchat Ad Reach vs. Total Ad Reach	44.6%

A user base of 22 million people is not bad at all. It’s more than what TikTok has, at least. And their gender disparity is acceptable too.

They’ve also been growing their audience quarterly and yearly, too. Just like LinkedIn before. It seems they’re doing something good with their marketing.

There are many advertisers using Snapchat and by the looks of things, there may be more who decide to promote their products/services here.

Section XIX: Twitter Ad Audience Overview

Twitter doesn’t have an audience that stands out too much in any of the countries I’ve analyzed. Let’s see if the UK is any different:

Assessment Category	Value
Total Potential Ad Reach on Twitter	23.15 million
Twitter Ad Reach vs. Total Population	34.2%
Quarter-on-Quarter Change in Reported Twitter Ad Reach	+4.8% / 1.1 million users
Year-on-Year Change in Reported Twitter Ad Reach	+25.8% / 4.8 million users
Twitter Ad Reach vs. Total Internet Users	35%
Twitter Ad Reach vs. 13+ Population	40.2%
Female Twitter Ad Reach vs. Total Ad Reach	37.5%
Male Twitter Ad Reach vs. Total Ad Reach	62.5%

With over 23 million users and 34.2% ad reach for the UK’s total population, Twitter is doing very well. Better than Snapchat, even.

Plus, they’ve gained 4.8 million users in the last year, which is insane. UK users love Twitter, from the looks of it.

In Twitter’s case, the gender disparity is quite clear. Only 37.5% of the users are women. The rest are men, which makes sense if you think about it.

Section XX: Pinterest Ad Audience Overview

Last but not least, let’s take care of Pinterest. The platform doesn’t receive too much attention in any country, and I’m assuming it’s the same in the UK.

Here’s the data:

Assessment Category	Value
Total Potential Ad Reach on Pinterest	7.61 million
Pinterest Ad Reach vs. Total Population	11.3%
Quarter-on-Quarter Change in Reported Pinterest Ad Reach	-15.8% / 1.4 million users
Year-on-Year Change in Reported Pinterest Ad Reach	-13.1% / 1.2 million users
Pinterest Ad Reach vs. Total Internet Users	11.5%
Pinterest Ad Reach vs. 13+ Population	13.2%
Female Pinterest Ad Reach vs. Total Ad Reach	72.6%
Male Pinterest Ad Reach vs. Total Ad Reach	21.7%

Indeed, Pinterest seems to be losing users left and right. Their quarterly and yearly reports are abysmal, losing millions of users over time.

They have 7.61 million users right now, which accounts for approximately 11.3% of the UK’s total population. That’s not a lot if you ask me.

Most concerning is that they’ve been losing so many users over time. But who knows, maybe they’re restructuring the platform and changing some things. We’ll see.

Anyway, we’re done with this social media guide on the UK. I have nothing else to tell you. So, see you in the next guide!

Sources

1. Data Reportal – Digital 2023: The United Kingdom