UK Social Media: Content Creators Market Report 2026
Influencer fatigue hangs over the sector as consumers grow tired of being constantly sold to.
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EXECUTIVE SUMMARY
- What you need to know
- Outlook for social media: content creators – UK
- Opportunities
- Focus on authenticity as platforms become saturated with AI ‘slop’
- Counteract influencer fatigue through in-depth posts and smaller-brand partnerships
- Don’t overlook the possibilities for influencers on Reddit
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THE MARKET
- Consumers and the economic outlook
- Creators will have to target older audiences as bans come into play
- Prepare for algorithmic changes after TikTok sale
- Social media AI chatbots bring on greater regulatory scrutiny
- Navigating a ‘dead internet’
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THE CONSUMER
- Usage
- YouTube close to taking Facebook’s crown
- Graph 1: used social media platform in the last month, by Gen Z, 2025
- Creators key to getting people on new platforms
- Older men more inclined than women to follow a creator to a new platform
- Graph 2: would follow favourite social media personalities to a platform they don’t already use, 2025
- Reddit grows in importance as search habits shift
- Brands should not miss the opportunity Reddit presents
- Social media personalities
- Social media personalities play a bigger role than friends/family or celebrities on many platforms
- Graph 3: who users of platforms follow or frequently view posts from, by platform, 2025
- TikTok must avoid being overrun by influencer ads
- Graph 4: follow or frequently view posts from social media personalities on platforms used in the last month, 2025
- Social media personalities dominant on TikTok
- Tutorials and reviews resonate the most with viewers
- Graph 5: preferred type of sponsored posts from social media personalities, 2025
- Target higher-income followers with in-depth reviews
- Low-effort sponsored posts will increasingly fall flat
- Focus on smaller businesses to help counteract frustration with being sold to
- Purchasing behaviour
- Most followers are being influenced to buy from sponsored posts
- Graph 6: bought because of post from social media personality, 2025
- Sponsored posts are driving men’s technology and media purchases
- Graph 7: bought because of post from social media personality, by gender, 2025
- Sponsored posts are most effective with younger people
- Graph 8: repertoire of types of products bought due to sponsored post from social media personality, 2025
- Content should stand out
- Influencer fatigue means brands need to be more selective in partners
- AI and content creators
- Many now post AI-generated content
- Creators should push forward with AI content…
- Graph 9: sentiment towards AI content, 2025
- …but those targeting younger women should be particularly wary of overuse
- Graph 10: positive sentiment towards use of AI among 16-24 year olds, by gender, 2025
- Graph 11: negative sentiment towards use of AI among 16-24 year olds, by gender, 2025
- Improper use of AI risks turning users away
- The value of authenticity will grow
- Mixed feelings about AI social media personalities
- Content creator preferences
- Creators shouldn’t shy away from the important issues
- Utilise multiple platforms
- Graph 12: attitudes towards social media personalities using multiple platforms, by age, 2025
- Keep engagement with comments high, but don’t use AI to do so
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INNOVATION AND MARKETING
- Creators should take advantage of new AI tools, but said tools shouldn’t become a crutch
- Be prepared for backlash as people question overconsumption and influencer privilege
- Poppi founder addresses vending machine backlash
- Counteract ‘rage bait’ by giving fans a greater voice
- Virtual gaming influencer Bloo has gained millions of followers
- Digital twins will have better longevity, but don’t try to recreate authenticity
- Biggest TikToker to have digital twin
- Keep on top of developments in newer platforms
- Moving beyond the ‘walled garden’ creates opportunities and risks
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APPENDIX
- Report scope
- The consumer
- Consumer research questions
- Consumer research methodology
- Repertoire analysis methodology
- Abbreviations and generations
- Abbreviations
- Generations
Influencer fatigue hangs over the sector as consumers grow tired of being constantly sold to. The biggest opportunity lies in doubling down on authenticity, human connection and high-effort content, such as tutorials, while the principal threat is perceived irrelevance of, or even disdain for, brands or creators seen as inauthentic or out of touch.
AI tools, such as digital twins, provide many opportunities for creators. While sentiment towards AI and social media personalities is split, it generally skews more positive. 41% of people who follow social media personalities feel positively about them being AI-generated. However, 42% have stopped following a personality because of the AI content they have posted. AI needs to be implemented with care and transparency, without compromising the core appeal of a creator.
67% of those who follow social media personalities want them to address more serious issues. For creators, it can be difficult to know how best to navigate troubling times. While they don’t need to overhaul their content, acknowledging troubling issues can build trust, with audiences increasingly wanting to know where creators stand.
Platforms face tightening regulation over AI chatbots and child safety, forcing compliance, age restrictions, and a shift in creator and brand strategies.
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