Social media is thriving in 2025. UK users aged 16+ now spend an average of 2 hours and 40 minutes daily on platforms—a 40% increase compared to five years ago. Instagram continues to dominate, with 48% of UK consumers actively using it, while LinkedIn emerges as a critical platform for B2B and even B2C brands.

LinkedIn’s Big Moment

LinkedIn has solidified its position as a powerhouse for professional and personal branding. With 1.5 million posts shared per minute, it’s clear that the platform’s focus on video content—especially vertical, people-centric videos—is driving engagement. If LinkedIn isn’t part of your 2025 strategy, it’s time to reconsider.

TikTok Takes the Lead in Social Commerce

TikTok is now the top platform for social shopping, with 54% of the UK population using it monthly. Millennials have overtaken Gen Z in social commerce purchases, averaging 21 annual purchases on TikTok, Instagram, and Facebook. TikTok Shop has been a game-changer for e-commerce brands targeting younger audiences, leveraging influencer marketing to boost sales.

Challenges for X

X continues to face a decline in usage, especially in the UK. Younger audiences (20–24) have dropped from 46% to 31% since Musk’s takeover. Many organisations, including NHS trusts and major media outlets like The Guardian, have either scaled back or completely retired their presence on the platform due to low engagement and reputational concerns.

Online Shopping Hits New Heights

Christmas 2024 saw record-breaking online shopping figures, fuelled by Black Friday, Cyber Monday, and the ongoing rise of social commerce. With Millennials driving purchases through TikTok and Instagram, e-commerce brands must prioritise these platforms to stay competitive.

Key Takeaways for Marketers in 2025

1. Invest in LinkedIn video content to grow your audience and increase visibility.
2. Leverage TikTok Shop for social commerce, especially if targeting younger consumers.
3. Reassess your strategy for X, focusing on analytics to determine ROI.
4. Embrace social commerce trends and partner with influencers to drive sales.

Social media in 2025 is all about adapting to changing user behaviour and platform dynamics. By staying ahead of these trends, you can create a winning strategy that connects with your audience and drives results.