While overall social network user numbers are rising slowly in the UK, there’s much greater movement in terms of the platforms being used. Advertisers will always chase eyeballs, but they want engagement beyond just reach. So platforms that draw users in for longer periods at a time, like TikTok, stand to fare better than others.
The platform dynamic is changing. And Facebook’s utter dominance is dwindling. Gen Z, which is driving almost all the growth in social network users, is most populous on Instagram, TikTok, and Snapchat. This is leading to a more even spread of users overall across platforms. The Meta double play of Facebook and Instagram will continue to top the charts, but TikTok, in particular, is hot on their tracks.
Most platforms are reaching their user ceiling. Established platforms like Instagram are seeing a slowdown in user growth, but newer entrants are also approaching some form of equilibrium. For example, the hypergrowth witnessed by TikTok in recent years will be replaced by much more modest gains—single digits this year, slowing further thereafter. Even among Gen Z, TikTok appears to have lost a little of its luster—or else it’s about to reach a ceiling—with user gains of around just 100,000 per year from 2025 onward.
Engagement is becoming a key consideration. Targeted reach is powerful, especially if there’s evidence of high engagement on top of that. And this is where TikTok leads the pack. Not only are its users in highly curated environments (predicated by its algorithm) that will appeal to specific brands, but they’re also spending more time with the platform compared with users of any other major social network we track.
Adult TikTok users will spend an average of 58 minutes per day with the platform this year. And we expect that to reach the 1-hour mark next year. By comparison, Facebook users will spend just 43 minutes per day with the platform this year, and that number will fall further next year.
Social will account for almost a quarter of total media ad spend in 2023.Social network ad spending will rise by 11.4% this year, versus 10.2% in 2022.