Updated in January 2026
What Are the Predicted Top Social Media Platforms in 2026?
TL;DR: The top social media platforms in 2026 for UK businesses are WhatsApp (79% reach), YouTube (94% reach), Facebook (73%), Instagram (51%), and TikTok (56%). Choosing the right platforms depends on your audience, budget, and goals. This guide breaks down everything you need to know to make smart decisions for your business this year. Explore our social media management services or get in touch for a free consultation.
Table of Contents
- What Does the UK Social Media Landscape Look Like in 2026?
- What Are the Top 10 Social Media Platforms in the UK for 2026?
- What Are the Emerging Platforms to Watch?
- How Much Does Social Media Management Cost in the UK?
- What Are the Benefits of Using Social Media for Business?
- How to Choose the Right Platform for Your Business
- What Are the Biggest Social Media Trends for 2026?
- Top Tips for Social Media Success in 2026
- FAQs
- Conclusion
What Does the UK Social Media Landscape Look Like in 2026?
The social media 2026 landscape in the UK has shifted significantly. Social media platforms now reach 54.8 million people in the UK. That is roughly 79% of the entire population.
Here is the thing. People are not spending more time scrolling. They are actually spending less. The average UK adult now spends 1 hour and 37 minutes per day on social media. That is down 11% from previous years.
What does this mean for your business? Quality matters more than ever. People want content that is worth their time.
Key UK Social Media Statistics for 2026
- 98% of UK adults are online daily
- Average daily internet use: 4 hours 30 minutes
- Average daily social media use: 1 hour 37 minutes
- 79% of the UK population uses social media
- Young adults (18 to 24) spend 6 hours 20 minutes online daily
- Adults over 65 spend 3 hours 20 minutes online daily
According to Ofcom’s Online Nation Report 2025, two major tech companies now account for more than half of the time people spend online in the UK. These are Alphabet (Google and YouTube) and Meta (Facebook, Instagram, WhatsApp).
What Are the Top 10 Social Media Platforms in the UK for 2026?
You might be wondering which platforms actually matter. Here is the definitive list based on the latest UK data.
1. WhatsApp: 79% Reach
WhatsApp is the most used platform in the UK. 92% of smartphone users have it installed. Most people check it multiple times per day.
Best for: Customer service, direct communication, small business updates.
2. YouTube: 94% Reach
YouTube reaches more UK adults than any other platform. Users spend an average of 51 minutes per day watching videos. That is not including TV screens.
Best for: Brand awareness, tutorials, product demonstrations, building authority.
3. Facebook: 73% Reach
Despite what you might have heard, Facebook is not dead. 85% of UK smartphone users have the app. It remains essential for local businesses, community groups, and reaching audiences aged 35 and over.
Best for: Local businesses, community building, events, older demographics.
4. Instagram: 51% Reach
Instagram has 34.71 million UK users. The largest age group is 25 to 34 year olds at 29.7%. Women make up 55% of UK Instagram users.
Best for: Visual products, lifestyle brands, younger audiences, influencer partnerships.
5. TikTok: 56% Reach
TikTok has grown by 14 percentage points in the past year. UK users spend an incredible 49 hours and 29 minutes per month on the app. That is more than double the time spent on YouTube.
Best for: Reaching Gen Z and Millennials, viral content, creative marketing.
At Cakeshop Media, our TikTok and Instagram Reel videos have been seen more than 25 million times. We have helped multiple Kent businesses get discovered through short form video content.
6. LinkedIn: Growing Fast
LinkedIn saw a 15% increase in ad reach this year. It is essential for B2B businesses and professional services.
Best for: B2B marketing, recruitment, thought leadership, professional networking.
7. X (Formerly Twitter): Declining
X has seen a 10.7% drop in ad reach. Many users are moving to alternatives like Threads and Bluesky.
Best for: News, real time updates, customer service, industry conversations.
8. Snapchat: Popular With Under 25s
Snapchat users open the app an average of 424 times per month. That is more than any other platform.
Best for: Reaching teenagers and young adults, AR filters, behind the scenes content.
9. Pinterest: 15.5 Million UK Users
Pinterest is growing steadily. It is particularly strong for visual discovery and shopping inspiration.
Best for: E-commerce, home decor, fashion, food, wedding planning.
10. Reddit: Now 5th Most Popular
Reddit has overtaken X to become the fifth most popular social platform in the UK. It now reaches 60% of UK internet users. This growth is partly driven by Reddit appearing frequently in AI search results.
Best for: Community engagement, niche audiences, research, authentic conversations.
What Are the Emerging Platforms to Watch?
Threads vs Bluesky: Which Should You Use?
This is one of the biggest questions businesses are asking right now.
Threads:
- 400 million monthly active users globally
- 33 million daily active users
- Owned by Meta (linked to Instagram)
- Easy to set up if you already have Instagram
- Growing revenue projections: £8 billion by end of 2025
Bluesky:
- 40 million registered users
- 3.5 million daily active users
- Decentralised and open source
- Popular with journalists and tech enthusiasts
- No advertising yet
Our recommendation: If you are a UK business with limited resources, focus on established platforms first. Threads offers better reach due to its Instagram integration. Bluesky is worth watching but is still developing its business features.
Other Emerging Platforms
- Lemon8: Owned by ByteDance (TikTok’s parent company). Best for lifestyle, beauty, and retail brands.
- Substack: Newsletter and social media hybrid. Growing for thought leadership.
- BeReal: Authenticity focused platform. Good for showing company culture.
How Much Does Social Media Management Cost in the UK?
This is information most guides leave out. Here are real UK prices for 2026.
Social Media Agency Pricing
| Service Level | Monthly Cost | What You Get |
|---|---|---|
| Entry Level | £250 to £500 | 1 to 2 platforms, basic posts, light support |
| Mid Tier | £600 to £1,200 | Multiple platforms, custom graphics, basic strategy |
| Premium | £1,500 to £3,000 | Full strategy, video content, weekly posts, reporting |
| Enterprise | £3,500 to £5,000+ | Comprehensive service, dedicated team, paid ads management |
What Affects the Price?
- Number of platforms managed
- Content creation requirements (graphics, video, photography)
- Posting frequency
- Community management and engagement
- Paid advertising management
- Reporting and analytics depth
Most UK small businesses spend between £500 and £1,500 per month on professional social media management. This typically covers content creation, posting schedules, community engagement, and basic analytics across 2 to 3 platforms.
If you want to know what social media management would cost for your specific business, contact our team for a personalised quote.
What Are the Benefits of Using Social Media for Business?
Here are the top 10 benefits of investing in social media for your business in 2026.
- Increased brand awareness: 54% of social browsers use social media to research products.
- Direct customer communication: WhatsApp and Messenger allow instant responses to customer queries.
- Cost effective marketing: Social media offers better ROI than traditional advertising for many businesses.
- Targeted advertising: Platforms allow you to reach specific demographics, interests, and locations.
- Website traffic: Social posts drive visitors to your website and improve SEO performance.
- Customer insights: Analytics reveal what your audience likes, when they are online, and what content performs best.
- Competitive advantage: 44% of UK social users follow brands to discover new products.
- Community building: Facebook Groups and other features help build loyal customer communities.
- Social commerce: 30% of UK consumers made purchases directly through social platforms last year.
- Recruitment: LinkedIn and other platforms help attract talent and build employer brand.
How to Choose the Right Platform for Your Business
Choosing the right social media platforms does not have to be complicated. Follow these five steps.
Step 1: Know Your Audience
Where do your customers spend their time online?
- Teenagers and young adults: TikTok, Snapchat, Instagram
- Professionals and B2B: LinkedIn, X
- General consumers 25 to 54: Instagram, Facebook, YouTube
- Local community and older audiences: Facebook, WhatsApp
Step 2: Consider Your Content Capabilities
Be honest about what you can create consistently.
- Can you produce video? TikTok, YouTube, Instagram Reels
- Strong with photography? Instagram, Pinterest
- Better with written content? LinkedIn, X, Facebook
Step 3: Match Platforms to Your Goals
- Brand awareness: YouTube, TikTok, Instagram
- Lead generation: LinkedIn, Facebook
- Customer service: WhatsApp, Facebook Messenger, X
- E-commerce sales: Instagram Shopping, TikTok Shop, Pinterest
Step 4: Check Where Your Competitors Are
Look at what is working for similar businesses. Do not copy them exactly. Find gaps they are missing.
Step 5: Start Small and Master 2 to 3 Platforms
It is better to be excellent on two platforms than mediocre on six. Focus your energy where it will have the most impact.
Need help deciding? Our social media management team can audit your current presence and recommend the best approach.
What Are the Biggest Social Media Trends for 2026?
AI Integration
63% of UK marketers now use AI for content creation. 72% trust AI more than they did last year. AI tools help with:
- Writing captions and post ideas
- Scheduling content at optimal times
- Analysing performance data
- Personalising customer experiences
However, consumers are cautious. 57% worry about brands posting AI content without disclosure. The key is using AI as a tool while keeping content authentic and human.
Social Commerce Growth
The UK social commerce market is projected to reach £16 billion by 2028. Features like TikTok Shop and Instagram Shopping let customers buy without leaving the app.
Social Search
Here is something important. 64% of Gen Z use TikTok as a search engine. 24% of people now search on social media instead of Google for certain queries.
What does this mean? Your social content needs keywords too. Think about what people might search for and include those terms naturally in your captions and spoken content.
Authentic Content Wins
Polished, perfect content is out. Real, authentic content is in. Behind the scenes videos, day in the life content, and unfiltered moments perform better than ever.
Private Communities
People are moving to smaller, more private spaces. Discord servers, Facebook Groups, Instagram Broadcast Channels, and WhatsApp communities are growing. Brands that build genuine communities will have an advantage.
Regulatory Changes
The UK’s Online Safety Act came into force in July 2025. Platforms now have stricter rules about protecting users, especially children. Australia has banned social media for under 16s, and similar discussions are happening in the UK.
Top Tips for Social Media Success in 2026
Based on our experience helping Kent businesses grow their online presence, here are our top recommendations.
1. Prioritise Video Content
Video gets more engagement than any other format. Start with short form content for TikTok and Reels. You do not need expensive equipment. A smartphone and good lighting are enough to start.
2. Post Consistently
It is better to post three times per week consistently than seven times one week and nothing the next. Create a content calendar and stick to it.
3. Engage With Your Community
Social media is not a broadcast channel. Reply to comments. Answer messages quickly. Three quarters of users expect brands to respond within 24 hours.
4. Optimise for Social Search
Include relevant keywords in your captions, hashtags, and spoken content. Think about what your audience might search for.
5. Track What Works
Check your analytics regularly. Double down on what performs well. Stop doing what does not work.
6. Mix Organic and Paid
Organic reach has declined on most platforms. A small paid budget can significantly extend your reach. Even £50 per month can make a difference for local businesses.
7. Stay Updated
Social media changes constantly. New features launch every month. Follow industry news and adapt your strategy accordingly.
8. Be Authentic
Show the humans behind your business. Share your story. Let your personality shine through. People connect with people, not faceless brands.
9. Diversify Your Platforms
Do not rely on just one platform. If that platform changes its algorithm or loses popularity, you lose your audience. Build presence across multiple channels.
10. Consider Professional Help
Managing social media properly takes time. If you are struggling to keep up, working with a social media agency can free up your time to focus on running your business.
FAQs
What is the most popular social media platform in the UK in 2026?
WhatsApp is the most used platform with 79% of UK internet users. YouTube has the highest overall reach at 94%. For businesses, Instagram and TikTok offer the strongest engagement opportunities, particularly for reaching younger audiences.
Is TikTok going to be banned in the UK?
No. TikTok is banned on UK government devices but there are no plans for a public ban. UK ministers have confirmed they will not ban TikTok unless a specific security threat emerges. The app remains fully available to consumers and businesses.
How much should a small business spend on social media marketing?
UK small businesses typically spend £300 to £1,500 per month on social media management. Entry level packages start around £250 per month. More comprehensive services with video content and strategy cost £1,500 to £3,000 per month.
Is Facebook still worth using for business in 2026?
Yes. Facebook remains the third most used platform in the UK with 73% reach. It is particularly valuable for local businesses, community groups, and reaching audiences aged 35 and over. Facebook Groups and targeted advertising are still effective tools.
What is social commerce?
Social commerce means buying and selling products directly through social media platforms. Features like TikTok Shop, Instagram Shopping, and Pinterest buyable pins let customers discover and purchase products without leaving the app. The UK social commerce market is projected to reach £16 billion by 2028.
Should my business be on Threads or Bluesky?
For most UK businesses, established platforms should be the priority. If you must choose between Threads and Bluesky, Threads offers better reach with 400 million users and easy Instagram integration. Bluesky has a smaller but engaged community. Neither has fully developed business features yet.
How has social media usage changed in 2026?
UK users are spending less time on social media, down to 1 hour 37 minutes daily from higher levels in previous years. However, the time they do spend is more intentional. Quality content matters more than quantity. Video content, particularly short form, continues to dominate engagement.
Conclusion
Social media in 2026 offers massive opportunities for UK businesses. The platforms that matter most are WhatsApp, YouTube, Facebook, Instagram, and TikTok. Emerging options like Threads and Bluesky are worth watching but should not be your primary focus yet.
The key to success is choosing the right platforms for your specific audience and goals. Focus on 2 to 3 platforms rather than spreading yourself too thin. Prioritise video content, engage authentically with your community, and optimise your content for social search.
Whether you manage social media yourself or work with professionals, the most important thing is consistency. Show up regularly, provide value, and let your brand’s personality shine through.
If you are a Kent business looking to improve your social media presence, Cakeshop Media can help. Our team has generated over 25 million video views for clients on TikTok and Instagram Reels. We specialise in helping SMEs increase their online presence through strategic social media management and SEO services.
Ready to take your social media to the next level? Get in touch for a free social media audit and discover how we can help your business grow online.