Stacy Jo Dixon
Research expert covering social media usage worldwide
Social media usage in Western Europe - statistics & facts
Europe is home to the most dedicated social media scrollers. People are spending more time online, as online platforms have become an essential part of their daily lives. Platforms and usage patterns vary by country, reflecting different needs across the continent. Are social media giants - with their power and popularity - ready to take on European bureaucracy?
Facebook enjoys large audiences and high brand awareness across the continent, as 96 percent of UK social media users know of the social network, and 67 percent of users are loyal to it. In Germany, awareness is similarly high, though loyalty and overall popularity are somewhat lower. Instagram remains Europe’s second most popular platform and is projected to reach 325.9 million users by 2028. Instagram generates just as much excitement as Facebook in Europe, with varying levels of usage and loyalty across countries.
As social media becomes central to marketing strategies, businesses must adapt to the fast-evolving online trends. Video-based ads, for example, have become increasingly popular. In 2023, spending on video ads in Europe rose to 11.6 billion euros, reflecting advertisers’ response to consumer preferences for more engaging, dynamic content.
Despite the widespread utilization of social media as a means of communication, EU and non-EU companies will be required to adhere to the regulations established by the European Union to continue operating on the continent.
What do Europeans do on social media?
Europeans use social media for a variety of activities that differ by nationality. As of September 2024, users across the continent used social media primarily to send private messages. Over half of social media users in the United Kingdom frequently “liked” posts by others, and 31 percent posted pictures, videos, or status updates. A little more than one third of French users commented on social media posts, and one in ten used social media in a passive manner. In Italy, reading news stories was a popular reason for being online, along with filling spare time and keeping in touch with family and friends.Meta Platforms leads in popularity
Reflecting global trends, some platforms dominate European social media. Facebook, with over 454 million users in the region, is the most popular social network in Europe, closely followed by Instagram, with around 303 million users. While TikTok, Reddit, and Snapchat are gaining ground, growth rates are slower than in previous years.Facebook enjoys large audiences and high brand awareness across the continent, as 96 percent of UK social media users know of the social network, and 67 percent of users are loyal to it. In Germany, awareness is similarly high, though loyalty and overall popularity are somewhat lower. Instagram remains Europe’s second most popular platform and is projected to reach 325.9 million users by 2028. Instagram generates just as much excitement as Facebook in Europe, with varying levels of usage and loyalty across countries.
Social media marketing in Europe
Investment in social media advertising has surged in Europe. In 2023, social media ad spending reached around 23.3 billion euros across the continent, up from 19.7 billion euros in 2022. In 2024, The UK saw the highest investment in social media advertising spending, followed by Germany, France, Italy and Spain, respectively.As social media becomes central to marketing strategies, businesses must adapt to the fast-evolving online trends. Video-based ads, for example, have become increasingly popular. In 2023, spending on video ads in Europe rose to 11.6 billion euros, reflecting advertisers’ response to consumer preferences for more engaging, dynamic content.
Social media giants meet European bureaucracy
No social media company is exempt from the rules and regulations adopted by the European Parliament, and the European Union takes the handling of personal data and harmful content seriously. In May 2023, the EU fined Facebook’s parent company Meta 1.2 billion euros for violating laws on digital privacy and putting the data of EU citizens at risk through EU-U.S. data transfers. In September 2023, TikTok received a 345 million euro fine due to reasons of non-compliance with general data processing principles.Despite the widespread utilization of social media as a means of communication, EU and non-EU companies will be required to adhere to the regulations established by the European Union to continue operating on the continent.
