2023
9
UK Social Media: Engaging with Brands Market Report 2023
2023-06-27T04:01:37+01:00
OX1156495
2195
164424
[{"name":"Social Media","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media"}]
Report
en_GB
“Developments in generative AI hold considerable potential for how brands use social media. Many people are interested in using generative AI chatbots for both reporting issues to brands and getting…

UK Social Media: Engaging with Brands Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s UK Social Media: Engaging with Brands Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest UK social media market research, trends and consumer behaviours affecting your business. 

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • Key launches by social media platforms impacting brands and advertising.
  • Usage of social media platforms and which social media platforms users follow brands on.
  • Perception of advertising across the major social media platforms.
  • Consumer interactions with brands on social media.
  • Interest in ad-free subscriptions in the UK social media market.
  • Attitudes towards AI on social media.

UK Social Media Market: Brands Overview

The cost of living crisis has resulted in a downturn in the digital advertising market, with advertisers pulling back spend. With more limited resources, advertisers have to be more selective about ad placements. Features from social media platforms that assure placement next to brand-safe or premium content are therefore crucial.

  • Social media statistics: 66% of UK consumers use Facebook, and 24% use TikTok.

Social Media Market: Challenges and Opportunities for Brands

Change in search habits

Social media is playing a greater role in search and retail as consumers increasingly go to social media for inspiration when shopping. More platforms, including TikTok and Instagram, are adding advertising to search results, which should be highly valuable advertising.

  • Engaging with brands opportunity: 47% of Gen Z use social media to search before using a search engine.

Dawn of AI

The recent development and popularity of generative AI presents new opportunities for brands to engage with consumers on social media.

  • Engaging with brands opportunity: 29% of social media users are interested in getting product recommendations from a brand’s social media AI chatbot.

Purchase our UK Social Media: Engaging with Brands Market Report to receive a consumer behaviour analysis, and recommendations for market opportunities.  Readers of this report may also be interested in our UK Social Media: Influencers Market Report 2023.

Leading Brands in the Social Media Landscape

TikTok, Instagram, BeReal, Facebook, Twitter, YouTube, Snapchat, Pinterest, Twitch.

Additional Features Included with Your Purchase

  • Interactive Databook: Each Databook is provided as an interactive website where you can deep dive into our consumer research data on your chosen topic so you can draw your own conclusions.
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  • Mintel’s Clients Portal: Our portal provides instant access to actionable analysis, podcasts, and trend pieces relevant to your industry that are published almost daily, as well as our annual Global Consumer Trends. You can also browse our extensive catalogue of market research reports.

Expert Insights from a Technology Analyst

This report, written by Rebeccaa McGrath, a leading research analyst, delivers in-depth commentary and analysis to highlight trends in the social media market and add expert context to the numbers.

Developments in generative AI hold considerable potential for how brands use social media. Many people are interested in using generative AI chatbots for both reporting issues to brands and getting recommendations. AI can also be used to create personalised digital products that platforms and brands can monetise.”

Rebecca McGrath
Associate Director for Media and Technology

 

Table of Contents

  1. Overview

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

    • AI presents many new opportunities for brands on social media
      • Figure 1: Category outlook for brands on social media, 2023-28
    • The market
    • Consumer spending power will be curbed
    • Advertising revenue declines at social media platforms
    • Changing search habits boosts value of social media for advertisers
      • Figure 2: Use social media first when looking at topics, 2023
    • Bans begin to be placed on use of TikTok
    • Calls for regulation of AI
    • Companies and brands
    • Twitter challengers get ready for launch
    • Snapchat is quick off the ground with incorporation of AI chatbot
    • Platforms add adverts to search results
    • The consumer
    • One in four use TikTok
      • Figure 3: Social media usage, 2023
      • Figure 4: Top social media platform usage, 2019-23
    • Half of Instagram users are following a brand’s account on the platform
      • Figure 5: Following brands on social media, 2023
    • Platforms are struggling to reach people with relevant advertising
      • Figure 6: Relevant advertising on social media, 2023
    • People find YouTube’s advertising the most annoying
      • Figure 7: Annoying advertising on social media, 2023
    • There is limited interest in ad-free subscriptions
      • Figure 8: Social media subscriptions, 2023
    • Being funny is key to engagement on social media
      • Figure 9: Brand interactions on social media, 2023
    • Social media is crucial for brand discovery
      • Figure 10: Advertising on social media, 2023
    • Twitter users are wary of advertising on the platform
      • Figure 11: Twitter advertising, 2023
    • AI on social media holds great potential for brand engagement
      • Figure 12: New technology and social media, 2023
  3. Issues and Insights

    • AI on social media holds great potential for brand engagement
    • Social media’s growing role in search boosts its importance to brands
  4. Market Drivers

    • AI presents many new opportunities for brands on social media
      • Figure 13: Category outlook for brands on social media, 2023-28
    • Consumer spending power will continue to be curbed
    • Advertising revenue declines across social media platforms
    • Changing search habits boost value of social media for advertisers
      • Figure 14: Use social media first when looking at topics, by generation, 2023
    • Generative AI takes world by storm
  5. Regulatory and Legislative Changes

    • Bans begin to be placed on use of TikTok
    • More extensive bans could be coming in the US
    • Calls for regulation of AI
    • Overhaul of how crypto can be advertised
  6. Competitive Strategies

    • Twitter’s new CEO points to greater advertising focus
    • Meta amps up its investment in AI
  7. Launch Activity and Innovation

    • Twitter challengers get ready for launch
    • Twitter creator to launch new alternative
    • ‘Instagram for thoughts’ set to launch
    • Snapchat is quick off the ground with incorporation of AI chatbot
    • Platforms add adverts to search results
    • YouTube tests ways to stop ad-blockers
    • Amazon adds more social media elements
    • Meta introduces AR advertising options
    • TikTok lets advertisers place ads by premium content
    • AI being used to help place advertising
    • Paid verification introduced across social media
  8. Social Media Platform Usage

    • TikTok’s usage is still concentrated among younger people
      • Figure 15: Social media usage, 2023
      • Figure 16: Top social media platform usage, 2019-23
    • Lessons to be learnt from BeReal’s 15 minutes
      • Figure 17: Social media platforms used by 16-24s in last 3 months, 2023
    • Meta’s new text-based platform offers an opportunity to reconnect with young men
      • Figure 18: Facebook usage in the last 3 months, by age and gender, 2023
      • Figure 19: Twitter usage in the last 3 months, by age and gender, 2023
  9. Brands on Social Media

    • Half of Instagram users are following a brand’s account on the platform
    • Verification changes create challenges and opportunities for brand profiles
      • Figure 20: Following brands on social media, 2023
  10. Perceptions of Advertising

    • Platforms are struggling to reach people with relevant advertising
      • Figure 21: Relevant advertising on social media, 2023
      • Figure 22: Platform think has most relevant advertising, by generation, 2023
    • People find YouTube’s advertising the most annoying
      • Figure 23: Annoying advertising on social media, 2023
  11. Social Media Subscriptions

    • There is limited interest in ad-free subscriptions
      • Figure 24: Social media subscriptions, 2023
      • Figure 25: Interest in subscription to remove advertising among users of each platform, 2023
      • Figure 26: Interest in subscription to remove advertising among 16-24 year olds, 2023
  12. Brand Interactions on Social Media

    • Being funny is key to engagement on social media
      • Figure 27: Brand interactions on social media, 2023
    • Social media’s role as search engine boosts its importance to brands
      • Figure 28: Social media shopping, by age and gender, 2023
    • People are actively looking for independent brands
  13. Social Media Advertising

    • Social media is crucial for brand discovery
      • Figure 29: Advertising on social media, 2023
    • Twitter users are wary of advertising on the platform
      • Figure 30: Twitter advertising, 2023
  14. Future Technology and Social Media

    • AI on social media holds great potential for brand engagement
      • Figure 31: Interest in new technology and social media, 2023
      • Figure 32: Interest in new technology and social media among 16-24s, 2023
    • The importance of digital personas creates opportunities for digital goods
  15. 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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