Daniel Slotta
Research expert covering Greater China
Social media usage in Western Europe - statistics & facts
Europe is home to some of the world鈥檚 most dedicated social media scrollers. People are spending more time online, as social platforms have become an essential part of daily lives. Usage patterns vary by country, reflecting different needs across the continent. Are social media giants, with their power and popularity, ready to take on European bureaucracy?
Facebook enjoys large audiences and high brand awareness across the continent, as 96 percent of United Kingdom social media users know of the social network, and 72 percent of users are loyal to it. In Germany, awareness is similarly high, though loyalty and overall popularity are somewhat lower. Instagram remains Europe鈥檚 second most popular platform and is projected to reach over 325 million users by 2028.
As social media becomes central to marketing strategies, businesses must adapt to its fast-evolving online trends. Video-based ads, for example, have become increasingly popular. In 2023, spending on video ads in Europe rose to 11.6 billion euros, reflecting advertisers鈥 response to consumer preferences for more engaging, dynamic content.
Social media continues to thrive in Western Europe, shaping how people connect, consume information, and engage with content. While platforms like Facebook and Instagram maintain strong positions, they must navigate an increasingly complex regulatory environment. With the enforcement of the Digital Services Act and Digital Markets Act, alongside the GDPR and other national privacy laws, social media companies must strike a balance between innovation, user engagement, and compliance. As Europe leads the charge in digital regulation, the future of social media on the continent will be defined not just by user numbers, but by how well platforms adapt to the legal landscape.
What do Europeans do on social media?
Europeans use social media for a variety of activities that differ by nationality. As of March 2025, users across the continent used social media primarily to send private messages. Over half of social media users in the United Kingdom frequently 鈥渓iked鈥 posts by others, and 39 percent posted pictures, videos, or status updates. A little more than one third of French users commented on social media posts, and one in ten used social media in a more passive manner.Meta takes the lead
Reflecting global trends, some platforms dominate European social media. Facebook, with over 459 million users in the region, is the most popular social network in Europe, closely followed by Instagram, with over 311 million users. While TikTok, Reddit, and Snapchat are gaining ground, growth rates are slower than in previous years.Facebook enjoys large audiences and high brand awareness across the continent, as 96 percent of United Kingdom social media users know of the social network, and 72 percent of users are loyal to it. In Germany, awareness is similarly high, though loyalty and overall popularity are somewhat lower. Instagram remains Europe鈥檚 second most popular platform and is projected to reach over 325 million users by 2028.
Social media marketing in Europe
Investment in social media advertising has surged in Europe. In 2024, social media ad spending reached around 27 billion euros across the continent, up from 19.7 billion euros in 2022. In 2025, the UK saw the highest investment in social media advertising spending, followed by Germany, France, Italy and Spain, respectively.As social media becomes central to marketing strategies, businesses must adapt to its fast-evolving online trends. Video-based ads, for example, have become increasingly popular. In 2023, spending on video ads in Europe rose to 11.6 billion euros, reflecting advertisers鈥 response to consumer preferences for more engaging, dynamic content.
Social media giants meet European bureaucracy
No social media company is exempt from the rules and regulations adopted by the European Parliament, and the European Union takes the handling of personal data and harmful content seriously. In May 2023, the EU fined Facebook鈥檚 parent company Meta 1.2 billion euros for violating laws on digital privacy and putting the data of EU citizens at risk through EU-U.S. data transfers. In September 2023, TikTok received a 345 million euro fine due to reasons of non-compliance with general data processing principles.Social media continues to thrive in Western Europe, shaping how people connect, consume information, and engage with content. While platforms like Facebook and Instagram maintain strong positions, they must navigate an increasingly complex regulatory environment. With the enforcement of the Digital Services Act and Digital Markets Act, alongside the GDPR and other national privacy laws, social media companies must strike a balance between innovation, user engagement, and compliance. As Europe leads the charge in digital regulation, the future of social media on the continent will be defined not just by user numbers, but by how well platforms adapt to the legal landscape.
