2022
9
UK Social Media: Engaging with Brands Market Report 2022
2022-05-19T04:07:49+01:00
OX1104599
2195
151255
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“Elon Musk’s expected purchase of Twitter is set to shake-up the social media landscape. Musk’s goals are to limit Twitter’s reliance on advertising and reduce content moderation, which has significant…

UK Social Media: Engaging with Brands Market Report 2022

£ 2,195 (Excl.Tax)

Description

“Elon Musk’s expected purchase of Twitter is set to shake-up the social media landscape. Musk’s goals are to limit Twitter’s reliance on advertising and reduce content moderation, which has significant implications for how brands will be able to utilise the platform. The direction Musk appears to want to take Twitter runs counter to recent moves by the platform, and the other major social media players, which have been creating a safer and more profitable advertising environment for brands”.
– Rebecca McGrath, Associate Director for Media and Technology

This Report looks at the following areas:

  • Key launches by social media platforms impacting brands and advertising
  • Usage of social media platforms
  • Which social media platforms users follow brands/companies on
  • The types of brands/companies consumers follow on social media
  • Consumer interactions with brands on social media
  • Attitudes towards advertising on social media

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five year outlook for brands on social media
      • Figure 1: Category outlook for brands on social media, 2022-27
    • The market
    • Economic uncertainty will lead brands to examine advertising spend
    • Platforms adapt to Apple’s privacy policy
    • Elon Musk’s Twitter takeover set to change the role of advertising on the platform
    • Mark Zuckerberg brings new attention to potential of VR
    • Companies and brands
    • Platforms continue to add ecommerce tools
    • Social media platforms begin to embrace NFTs
    • Social media platforms look to provide safer environment for brands
    • The consumer
    • Musk takeover could shake up flat Twitter usage
      • Figure 2: Social media use, 2022
      • Figure 3: Use of social media platforms in the last three months, 2019-22
    • Instagram is the standout platform for brands
      • Figure 4: Social media platforms users follow brands on, March 2022
    • Social media adverts are generating high engagement
      • Figure 5: Brand interactions on social media, 2022
    • Food, entertainment and clothing are the most followed types of brands
      • Figure 6: Types of brands followed on social media, 2022
    • Targeted advertising is off-putting for many consumers
      • Figure 7: Attitudes towards advertising on social media, 2022
    • Many are interested in trying products virtually
      • Figure 8: Attitudes towards brands on social media, 2022
  3. Issues and Insights

    • Elon Musk’s expected Twitter takeover will change advertising on the platform
    • Consumers will have mixed responses to Musk’s plans
    • Consumers are ready to embrace virtual shopping features on social media
  4. Market Drivers

    • The five year outlook for brands on social media
      • Figure 9: Category outlook for brands on social media, 2022-27
    • The conflict in Ukraine will hurt the UK economy
    • Social media platforms react to situation in Ukraine
    • Economic uncertainty will lead brands to examine advertising spend
    • Platforms adapt to Apple’s privacy policy
  5. Regulatory and Legislative Changes

    • UK government looks to regulate social media with new Online Safety Bill
    • Elon Musk’s Twitter goals potentially at odds with new regulation
    • Further regulation of scam advertising could help consumers feel more secure
  6. Competitive Strategies

    • Elon Musk’s Twitter takeover set to impact advertising
    • Consumer interest in Musk’s changes will be mixed
    • Mark Zuckerberg brings attention to potential of the metaverse
      • Figure 10: Mentions of #Metaverse on social media, 2021-22
    • People have mixed views on the metaverse and VR
  7. Launch Activity and Innovation

    • Platforms continue to add ecommerce tools
    • 3D adverts are early steps towards more virtual advertising
    • Social media platforms begin to embrace NFTs
    • New interactive adverts to boost consumer engagement
    • Social media platforms look to provide safer environment for brands
    • Instagram offers chronological feed option
    • YouTube to stream free TV shows with ads
  8. Social Media Use

    • Musk takeover could shake up flat Twitter usage
      • Figure 11: Social media use, 2022
      • Figure 12: Use of social media platforms in the last three months, 2019-22
    • Men are turning away from Facebook
      • Figure 13: Social media use, by gender, 2022
    • Snapchat shouldn’t be overlooked when it comes to Gen Z
      • Figure 14: Use of social media platforms, by generation, 2022
  9. Social Media Platforms Used to Follow Brands

    • Instagram is the standout platform for brands
      • Figure 15: Social media platforms users follow brands on, 2022
    • Pinterest helps brands promote their values
    • TikTok users have been quick to follow brands
    • Changes to Twitter could put more importance on brand accounts
  10. Brands Interactions on Social Media

    • Social media adverts are generating high engagement
      • Figure 16: Brand interactions on social media, 2022
      • Figure 17: Brand interactions on social media, by age, 2022
    • Social media is used for product research
  11. Brands on Social Media

    • Food, entertainment and clothing are the most followed types of brands
      • Figure 18: Types of brands followed on social media, 2022
    • Using online tutorials to encourage men to follow more personal care brands
      • Figure 19: Types of brands follow on social media, by gender, 2022
    • TikTok enables brands to have fun
      • Figure 20: Types of brand TikTok users follow on social media, 2022
  12. Advertising on Social Media

    • Targeted advertising is off-putting for many consumers
    • Contextual advertising of greater importance due to targeting limitations
      • Figure 21: Attitudes towards advertising on social media, 2022
    • Older people are not being shown relevant advertising
      • Figure 22: Advertising relevance on social media, by age, 2022
    • Incorporating too much advertising carries risks for platforms
  13. Attitudes towards Brands on Social Media

    • Many people follow brands they don’t buy from
      • Figure 23: Attitudes towards brands on social media, 2022
    • Social media has become a central component of customer care
    • Many are interested in trying products virtually
      • Figure 24: Interest in virtual reality on social media, by generation, 2022
    • Interest in purchasing directly from a social media platform remains limited
  14. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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