There is significant interest in using gen AI to create social media content among younger users and platforms are investing in such technology. However, while gen AI creativity tools should be invested in, but as AI-generated content becomes more widespread, correct labelling is crucial to avoid the spread of misinformation.
UK Social Media Market – Current Landscape
Many social media platforms have reported stronger advertising revenue in the UK over the last year, partly reflecting the improving economic situation. However, stalling growth in consumer financial confidence will limit take up of the subscription offerings that many platforms have introduced in recent years.
Social media platforms are having to adapt quickly to increasing volumes of AI-generated content. Such content provides significant risk in terms of misinformation, an issue platforms struggled with even before advances in gen AI. AI content also risks undermining one of the central appeals of social media, human connection.
While AI provides challenges for social media platforms, the technology also offers opportunities. Many consumers, especially younger ones, are interested in interacting with AI assistants on social media and using AI to create posts. More sophisticated algorithms will also enable platforms to better tailor people’s feeds and remove off-putting content.
UK Social Media Consumer Trends
- UK social media consumer habits:Â Many X users are reducing their time on the platform, over half of Brits now use X less than they did a year ago.
- UK social media consumer demographics:Â Under-25s are now the primary users of all social media platforms, with the exceptions of Facebook, YouTube and LinkedIn.
- UK social media consumer attitudes: Older generations are significantly less satisfied with their social media feeds than the younger generations, indicating platforms need to better tailor their algorithms for older users.
UK Social Media: Sharing and Socialising Market Report – What’s Inside?
Key Topics Analysed in the Report
- Recent performance and launches by social media platforms.
- Frequency of use of social media platforms.
- Which platforms people are posting content on and who they are posting for.
- The main reasons people use Facebook.
- Attitudes towards AI on social media.
- Brand research for major social media platforms.
Report Scope
Mintel defines social media platforms as any platform focused on facilitating users to upload/share content and interact with other people. Messaging services such as WhatsApp and Google Chat are not a focus of this report.
Meet the Expert Behind the Analysis
This report was written by Rebecca McGrath, Associate Director for Media and Technology at Mintel. Rebecca joined Mintel in September 2013. She writes Mintel’s media reports, analysing consumer trends and using these to provide market insight. Her specialist areas include news consumption habits, social media and TV viewing habits. Rebecca has a BA (Hons) in Politics and American Studies from the University of Nottingham.
Young social media users are interested in using AI to create posts, but an influx of AI content risks further undermining the core humanity of social media.
Rebecca McGrath
Associate Director for Media and Technology