UK Social Media – Trends in Sharing and Socialising
Most people use AI to create posts on social media. However, platforms with too much AI content, especially when used to misrepresent, are driving users away, as they seek authenticity and relatability more than ever.
Women are far less likely to express their opinion online, particularly on issues that directly affect them, such as sexism. They may feel their voices are undervalued or fear hostility, leading them to disengage. Platforms need to create safer, more inclusive spaces for women. Moderation tools that identify and curb harassment can help women share their opinion more freely.
Young people use social media for self-expression, but feel pressured to stay active. Many delete posts with low engagement and worry about losing followers. This validation-driven culture is linked to mental health concerns.
Key Topics Covered in the Report
- Frequency of posting on different social media platforms, and which platforms are closely associated with mental health issues and which are not.
- Types of AI tools used to create social media posts, but overusing them can push users away from the platform. As demand for authenticity grows, platforms need to offer users control over how much AI content they see.
- Top reasons for posting on social media, with Gen Z posting to maintain their social media presence, deleting posts that have not received enough likes and comments, and express the most worry about losing followers.
- Types of topics people are comfortable sharing on social media, how women are less likely to share their opinions, highlighting the need for tools that moderate negative comments.
Meet the Expert Behind the Analysis
This report is written by Nikita Shergill. Nikita researches and writes UK reports for the Technology and Media sector. She has previously worked on consumer insights in the Food & Drink, Retail and Household Care sector. Nikita has a MA in Social Anthropology from Goldsmiths, University of London.
Women are significantly less likely to share their opinions online. Moderation tools that identify and curb negative comments can help women speak more freely.
Nikita Shergill
Technology and Media Analyst
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EXECUTIVE SUMMARY
- Opportunities for sharing and socialising on social media
- Provide users options to remove AI content from their feed
- Platforms must focus on meaningful interactions over content consumption
- Create safer spaces for women to share their opinions online
- Market dynamics and outlook
- Market predictions
- Governments globally begin to regulate children’s use of social media
- What consumers want and why
- Moderation tools could empower women to share their opinions more freely
- Graph 1: topics you have posted your opinion on social media in the last month, 2025
- Too much AI content on social media is driving people away
- The majority of people use AI to create social media posts, but will be quick to criticise its use when used to misrepresent
- Graph 2: AI tools or features used to create social media posts in the last month, 2025
- Anger drives online opinion sharing, and is driving some to cut back on platforms with too much negative content
- Graph 3: social media behaviours, 2025
- Young people prefer social media over real life when meeting new people
- Strengthen new online connections with features that promote conversation
- Graph 4: social media behaviours, 2025
- Innovation and marketing
- TikTok turns static photos into videos with new AI tool
- Instagram confirms ‘link in bio’ term will not impact reach
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MARKET DYNAMICS
- Market background
- Facebook leads overall usage, but YouTube is most popular among younger age groups
- Graph 5: use of social media platforms in the last month, 2025
- VPNs top download charts in the UK as Online Safety Act comes into force
- More platforms turn towards the community for content moderation
- Social media platforms are increasingly being scrutinised for the promotion of harmful trends
- Market drivers
- Australia includes YouTube in social media ban for under 16s
- Regulating children’s use of social media gains momentum
- AI tools will encourage users to post on social media, but may increase demand for more authentic content
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WHAT CONSUMERS WANT AND WHY
- Posting on social media platforms
- Social media users are most likely to post on Facebook and Instagram…
- Graph 6: posted on social media platforms in the last month, 2025
- …but video-first platforms have more frequent posters
- Graph 7: frequency of posting on social media, 2025
- TikTok posters are focused on maintaining their social media presence
- LinkedIn risk losing authenticity, as half of its posters use AI chatbots to create posts
- Types of content posted on social media
- Personal photos are the most popular type of content people post on social media
- Graph 8: types of content posted on social media in the last three months, 2025
- Older age groups passive approach to social media leads to reduced sense of connection
- The mental health of older generations are overlooked on social media
- Protect older users from scams to boost trust in using and posting on social media platforms
- Reasons for posting on social media
- Social connections are made through social media
- Graph 9: reasons for posting on social media, 2025
- AI companions can help people find human connection
- Graph 10: post on social media to connect with new people, by age, 2025
- Maintaining a social media presence is Gen Z’s leading reason for posting
- Snapchat will outperform TikTok and Instagram as younger age groups focus on mental health
- Reduce online pressure with algorithms that allow posts to remain visible for longer
- AI tools used when creating social media posts
- AI is changing the way people create posts on social media
- Over half of people who post videos use AI video editing tools
- Graph 11: AI tools or features used to create social media posts in the last month, 2025
- Consumers don’t fear the ‘AI generated’ label tagged on their posts, but brands should be more cautious
- Authenticity will be the most valuable currency
- Platforms face growing scrutiny over profiting from scam adverts
- Comfort sharing opinions online
- Majority of people who post on social media are confident in sharing their opinion
- Entertainment and pop culture is the most discussed topic
- Graph 12: topics you have posted your opinion on social media in the last month, 2025
- Women are less likely to share their opinion on social media
- Encourage posting by implementing tools to moderate negative comments
- Platforms need to elevate women’s voices
- Graph 13: I have not posted an opinion about any topics on social media in the last month, by gender and age, 2025
- Supporting people to share their opinion without fear will boost posting frequency
- Graph 14: posted an opinion, by frequency of posting on social media, 2025
- Global politics is the topic people are least likely to discuss…
- …however, charities are increasingly vulnerable to hostile backlash
- Mental health and self-expression on social media
- Too much AI content on social media is driving people away
- Graph 15: social media behaviours, 2025
- Win back social media users by prioritising non AI-generated content
- Graph 16: I avoid social media platforms with too much AI content, by age, 2025
- Younger age groups are the most likely to delete their posts
- Support young people struggling with social media validation
- Platforms need to tackle toxic content to maintain users…
- …by providing more customised filtering options
- Provide tools to guide anger towards understanding, rather than hostility
- Connecting with others on social media
- Sharing content in DMs strengthens peoples relationships
- Graph 17: social media behaviours, 2025
- Younger people are most worried about losing followers
- Graph 18: I worry that posting content others don’t agree with will cause me to lose followers, by generation, 2025
- Social media bridges online and offline connections
- Create meaningful spaces for men to connect and socialise offline
- Graph 19: I have attended real-world events or meet ups organised through social media connections in the last month, by gender, 2025
- Younger people prefer to meet online
- Graph 20: I am more comfortable initiating conversations with strangers on social media through DMs than in real life, by age, 2025
- Boost word-of-mouth with conversation starters that tap into shared interests
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BRAND PERFORMANCE AND ACTIVITY
- Meta
- Meta’s AI chatbot and AI glasses help Meta steadily grow its users
- Graph 21: Meta family daily active people, Q1 2020-Q1 2025
- Meta reports a strong start in 2025
- Graph 22: quarterly revenue, Meta, 2020-25
- Meta’s ‘superintelligence’ aims to be a tool for individual empowerment
- Meta claims Community Notes is working
- FCT antitrust case could see the separation of Meta platforms
- Facebook cracks down on unoriginal content
- Instagram and Threads lean into DMs on the app
- Instagram confirms ‘link in bio’ term will not impact reach
- YouTube
- YouTube subscription growth highlights demand for ad free experiences
- Graph 23: quarterly revenue, YouTube ads, 2022-25
- YouTube creators can reply to comments with an audio clip
- YouTube offers cheaper ad-free subscription model
- YouTube increases the age limit of live streaming
- TikTok
- TikTok claims nearly half of the UK uses the platform
- TikTok continues its legal battle over US ban
- TikTok turns static photos into videos with new AI tool
- TikTok launched its own version of Community Notes called Footnotes
- TikTok launches a new Pro app in Europe
- X
- X relies on real time news to boost engagement
- X launches AI companions
- Grok Imagine turns static photos into videos
- Snapchat
- Snapchat’s daily active users continue to climb
- Graph 24: Snapchat daily active users, 2018-24
- Snapchat invests in AR initiatives despite losses
- Graph 25: Snap financials, 2016-24
- Snapchat expands its AR technology with documentary series
- Viewers can connect with famous historic sites from home with AR
- Snapchats home safe alerts enhances everyday safety
- Pinterest grows 11% year-on-year as it nears 600 million users
- Graph 26: Pinterest MAUs (monthly active users), 2018-25
- Pinterest’s revenue grows 19% in 2024
- Graph 27: Pinterest revenue, 2018-24
- Pinterest will allow users to limit the number of AI posts they see on the platform
- Pinterest simplifies discovering fashion styles with visual search
- Video content increases on LinkedIn
- Graph 28: LinkedIn revenue, 2022-24
- LinkedIn comment impression counts can boost more activity on the platform
- LinkedIn simplifies job search through a new AI-powered search tool
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Consumer research methodology
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