[eMarketer] How user behavior is changing on social media and digital video in the UK

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.

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.

According to eMarketer , there may be more trouble ahead for the UK’s ad industry as economic issues continue to mount, but the video space is still growing.

Read the full eMarketer article here

www.emarketer.com