The role of social media in building a brand in the UK

Why is social media so important?

Brits love the internet – literally. 97% go online and as many as 80% use social media. On average, they spend 1 hour and 37 minutes a day on them. And they’re not just there to watch cats 😉 .

For many of them, social media is their main source of information about brands, trends and products. They are looking for inspiration, opinions, authenticity. They buy with their eyes – and with their emotions. And if something really moves them? They give a ‘share’, a ‘like’ and put it in their basket.

Which platforms are the most important?

🔹 Facebook – still king, especially if you are targeting older generations. Groups, local communities, events – you can build loyalty and trust here.

🔹 Instagram – ideal for visual and lifestyle branding. Works great in the beauty, fashion, gastro and wellness sectors.

🔹 TikTok – dynamic, fresh, viral. If your brand likes humour, looseness and short forms – this is the place for you.

🔹 LinkedIn – professional and valuable. Ideal for B2B, educational, consultancy or technology brands.

🔹 YouTube – or video for real. Longer form, storytelling, reviews, behind the scenes. Great for educating and building expert standing.

What works in the UK?

British audiences value authenticity and concreteness. They like it when a brand:

• speaks in their voice (not the language of the corpo),

• does not shy away from socially relevant topics (e.g. environment, equality, localism),

• shows real people, not just pretty pictures from a photo bank.

And – interestingly – they are very active when it comes to commenting and sharing content that has moved them. Which is to say: build a relationship with them and they will be your best advertising.

How do you effectively build a brand on social media in the UK?

Define your target audience – the UK market is culturally and demographically diverse. What works in London will not necessarily work in Newcastle.

• Be consistent – create content in line with your brand identity, use the language of your audience but don’t lose authenticity.

• Engage – respond to comments, ask questions, create live coverage.

• Invest in quality – both visual content and strategy. UK consumers are demanding and are great at sensing half-measures.

• Analyse the data – monitor what’s working, test different formats, publication days and communication methods.

And how about advertising?

In 2024, Brits will spend over £38bn on digital advertising. Of this, more than £9bn went specifically to social media. Why? Because it simply pays off.

Ads on social today are:

• hyper-precise (you target exactly the group you want),
• measurable (you can see what works and what doesn’t),
• flexible (you can react on the fly),
• and – most importantly – they support sales.

Case in point: TikTok, which was treated with a wink a few years ago, today attracts budgets like a magnet. In 2024, ad spend on this platform in the UK increased by more than 50%. This speaks for itself.

So what – here we go?

Social media in the UK is not just a communication channel. It’s your business card, showroom and customer relationship centre all in one. A well-run profile can take your brand to great heights. A badly run one? Well, it’s better not to take the risk.

If you are planning to expand to the Islands – start with a social media strategy. We’ll help you choose the right platforms, plan content and build communications that reach the heart (and wallet) of the British customer.

Write to us – we’ll show you how to build a brand that stays in your head and in your feed.