As of early 2025, advertising on YouTube had the highest reach in the United Kingdom among the presented social media platforms, at ** percent. LinkedIn and Facebook followed, with about ** and ** percent, respectively.
An ad medium attractive for marketers…
The UK is the third-largest social media market worldwide, behind the United States and China. The market was worth *** billion U.S. dollars in 2023 and was expected to grow to **** billion by 2028. In the same period, social media usage is also forecast to increase. Its penetration rate is projected to deepen from an already high ** percent to **** percent of internet users.Â
…but not so trusted by consumers
Popular as it is, social media advertising was the second-least trusted medium among adults in the UK in 2023. Only influencer ads scored lower. This holds true across all age groups, underscoring the fact that even though social media is especially popular among younger internet users, they do not necessarily trust everything they see there. In the age group of 18 to 34, cinema is the most trusted ad medium; among older adults, TV reigns supreme.Â
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DataReportal, & We Are Social, & Meltwater. (February 25, 2025). Reach of social media advertising in the United Kingdom as of February 2025, by platform [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1458126/social-media-advertising-reach-united-kingdom/
DataReportal, und We Are Social, und Meltwater. "Reach of social media advertising in the United Kingdom as of February 2025, by platform." Chart. February 25, 2025. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1458126/social-media-advertising-reach-united-kingdom/
DataReportal, We Are Social, Meltwater. (2025). Reach of social media advertising in the United Kingdom as of February 2025, by platform. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1458126/social-media-advertising-reach-united-kingdom/
DataReportal, and We Are Social, and Meltwater. "Reach of Social Media Advertising in The United Kingdom as of February 2025, by Platform." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 25 Feb 2025, /statistics/1458126/social-media-advertising-reach-united-kingdom/
DataReportal & We Are Social & Meltwater, Reach of social media advertising in the United Kingdom as of February 2025, by platform ÌÇÐÄÆƽâ°æ, /statistics/1458126/social-media-advertising-reach-united-kingdom/ (last visited August 04, 2026)
Reach of social media advertising in the United Kingdom as of February 2025, by platform [Graph], DataReportal, & We Are Social, & Meltwater, February 25, 2025. [Online]. Available: /statistics/1458126/social-media-advertising-reach-united-kingdom/
