Social media continues to change rapidly, but in 2026 one of the biggest shifts is not simply how many people are using it. It is how they are using it.

Social platforms are increasingly being used for search, product and service discovery, customer service and purchasing decisions. At the same time, more people are consuming content without necessarily liking, commenting or sharing it.

For UK businesses, this means social media success can no longer be measured by follower numbers and engagement alone.

Here are some of the latest social media statistics and what they could mean for your marketing strategy.

 

How many people use social media in the UK?

 

The scale of social media use in the UK remains significant.

DataReportal’s Digital 2026 UK report recorded 55.5 million social media user identities in the UK in late 2025, equivalent to 79.7% of the total population.

Among people aged 18 and over, the figure was equivalent to 87.2% of the UK adult population.

Ofcom also reports that 89% of UK adult internet users use at least one social media platform, increasing to 97% among 16 to 34-year-olds.

For businesses, social media therefore remains an important way of reaching potential customers, building brand awareness and maintaining relationships with existing audiences.

But reach is only part of the story.

Social media is becoming a search engine

One of the most interesting developments is the increasing use of social media for search.

Recent research from Sprout Social found that 43% of UK consumers use social media for search, while 31% use video-sharing platforms to search for information.

This changes the way businesses need to think about social media content.

People are no longer only scrolling through their feeds. They may actively search for products, services, recommendations, reviews, advice and answers to questions.

This means businesses should start considering social media SEO alongside traditional website SEO.

Using clear language, relevant keywords and phrases that potential customers are actually searching for can help make social content easier to discover.

For example, a post simply saying:

“Another fantastic project completed this week!”

provides very little context to a person, search engine or AI platform that does not already know what your business does.

Explaining what the project involved, the service provided, the location and the problem solved creates much more useful and searchable content.

Social media visibility is about more than likes

Another significant change is the growth of passive social media use.

Ofcom research found that the proportion of UK adult social media users who actively post, share or comment has fallen from 61% in 2024 to 49%.

This is important when businesses assess social media performance.

Someone can see your content, remember your company, visit your website several weeks later and eventually become a customer without ever liking or commenting on a post.

Low visible engagement does not necessarily mean nobody is paying attention.

Businesses should therefore look beyond likes and comments and consider measures such as:

• Reach and impressions
• Website visits from social media
• Profile visits
• Content saves
• Video views
• Enquiries
• Leads
• Sales
• Overall visibility

The question should not simply be, “How many likes did we get?”

It should be, “Is our social media helping us achieve our marketing and business objectives?”

YouTube continues to have enormous reach

Video also remains an important part of the social media landscape.

Ofcom reports that YouTube reaches 94% of UK adults, with users spending an average of around 51 minutes per day on the platform, excluding viewing through television sets.

This provides opportunities for businesses beyond traditional promotional videos.

Useful video content might include:

• Expert advice
• Frequently asked questions
• Product demonstrations
• How to videos
• Customer questions
• Behind the scenes content
• Case studies
• Industry insights
• Short educational videos

One useful piece of video content can also be adapted for websites, LinkedIn, Facebook, Instagram and other marketing channels.

Social media is increasingly important for customer service

Social media is not simply a broadcasting platform.

Customers increasingly expect businesses to respond when they contact them through social channels.

Sprout Social reports that 71% of UK consumers would switch brands if their customer service enquiry on social media went unanswered.

This makes social media management about considerably more than scheduling posts.

Businesses need to consider who monitors comments and messages, how quickly enquiries are answered and what happens when someone raises a complaint or asks for help.

A potential customer who receives no response may simply contact a competitor instead.

Social media influences purchasing decisions

Social content can also have a direct influence on what people buy.

Research from Sprout Social found that 81% of consumers say social media prompts them to make spontaneous purchases several times a year or more, with 28% reporting impulse purchases around once a month.

This demonstrates the importance of being visible even when somebody is not immediately ready to buy.

A potential customer might discover a company through a social post, encounter it several more times, research the business through Google and eventually make contact.

Social media often forms one part of a much wider customer journey.

People use more than one social media platform

Globally, the typical social media user now uses an average of 6.75 different social networks each month.

This is another reason businesses should think carefully before becoming completely dependent on one platform.

That does not mean every business needs to be active everywhere.

The right platforms depend on your customers, sector, resources and objectives.

A business to business organisation may find LinkedIn particularly valuable, while a consumer brand might prioritise Instagram, TikTok or Facebook.

The important thing is to understand where your customers spend their time and what they are doing when they are there.

Human content could become even more important in the age of AI

Artificial intelligence has made it easier than ever to create large quantities of content.

But that does not necessarily mean audiences want more generic content.

Sprout Social’s 2026 research found that consumers believe human generated content should be brands’ number one social content priority.

This is an important message for businesses.

AI can be extremely useful for supporting marketing, but businesses still need to demonstrate genuine knowledge, personality, experience and expertise.

Original photographs, opinions, case studies, customer experiences, expert commentary and insights from people within the organisation can all help differentiate a business from generic content that could have been produced by anyone.

 

How does social media support SEO and AI visibility?

 

Social media, SEO and AI visibility should no longer be viewed completely independently.

People might discover your company on LinkedIn, search for your business on Google, read a blog, return to your social profile and then make an enquiry.

At the same time, businesses need to make it increasingly easy for search engines and AI-powered platforms to understand who they are and what they are experts in.

Consistently publishing useful content around your core areas of expertise can contribute to your wider digital presence.

Your social content should clearly communicate:

• Who you are
• What your business does
• Who you help
• Where you operate
• Your areas of expertise
• The problems you solve
• Your experience
• Why customers should trust you

This is considerably more valuable than publishing content simply because you feel your business needs to “post something” that week.

 

What should businesses do differently on social media in 2026?

 

The latest statistics suggest businesses should start looking at social media as part of their wider digital visibility rather than treating it as an isolated marketing channel.

Content needs to be useful, searchable and relevant.

Businesses should also avoid becoming overly focused on vanity metrics. A post does not have to receive hundreds of likes to influence a future customer.

Think about the questions your customers regularly ask. Look at what they search for. Share genuine expertise. Show the people behind the organisation. Respond to enquiries. Create useful video content. And make sure social activity supports your wider commercial objectives.

 

Is your social media strategy delivering results?

 

With millions of people in the UK using social media, the opportunity for businesses remains significant.

But simply having a Facebook, LinkedIn, Instagram or TikTok account is not a strategy.

At Smart Thinking Consultancy, we help businesses develop practical social media and digital marketing strategies that support their wider business objectives.

With more than 20 years of marketing experience and Fellow membership of the Chartered Institute of Marketing, our approach looks beyond followers and likes to consider how social media supports brand awareness, website visibility, SEO, AI visibility, enquiries and business growth.

If you would like an independent review of your current social media and digital marketing activity, contact Smart Thinking Consultancy to arrange a free one hour Teams consultation.