Digital Market Outlook: social media advertising spending in European countries 2024

In 2024, the United Kingdom (UK) was forecast to see the highest social media advertising revenue out of all European markets. With approximately 10 billion U.S. dollars in revenue, the UK was projected to report higher figures than its three closest competitors combined.

What are the benefits of social media advertising?

Social media advertising has become one of the most popular digital marketing tools worldwide. As social networks and photo-sharing platforms such as Facebook and Instagram are being used by billions of potential customers every day, marketing professionals from various industries now tap into the vast potential of these channels to promote brands and businesses. According to a global survey, increased exposure and traffic are considered the main advantages of using social media for marketing purposes. For these and many other benefits, social advertising expenditure in Europe continues to increase at a rapid pace.

Social media advertising in the UK: an overview

The United Kingdom is one of the leading digital advertising markets worldwide. While paid search remains the most profitable digital ad format in the UK, social accounts for an ever-increasing share of digital ad revenue nationwide. According to the latest projections, the UK's social media advertising revenue is forecast to reach 10.34 billion U.S. dollars in 2025. By then, the number of social media users in the UK is expected to reach a record 54 million, with internet users aged 25 to 34 likely remaining the format’s largest advertising audience.