With around 80% of the UK using social media, it is one of the most effective ways to build awareness, trust and enquiries. Here is why it matters and how to choose the right platforms.
Social media is where a huge share of your customers spend time every day. According to DataReportal's Digital 2026 report for the UK, there were 55.5 million social media user identities in the UK in late 2025, equivalent to around 80% of the population.
For a business, that is an enormous opportunity, but only if you use social media with a plan. This guide explains why social media marketing matters, what it can realistically do for your business and how to choose the right platforms.
What is social media marketing?
Social media marketing is the use of platforms such as Facebook, Instagram, LinkedIn, TikTok and YouTube to reach, engage and win customers. It covers:
- Organic content: the posts, videos and Stories you publish for free
- Community management: replying to comments, messages and reviews
- Paid social: ads and boosted posts targeted at specific audiences
- Measurement: tracking what works and adjusting your approach
Done well, it combines strategy and creativity: a clear idea of who you want to reach and what you want them to do, plus content that earns their attention.
Why social media marketing matters
Your customers are already there
The UK figures speak for themselves. DataReportal's 2026 report puts Facebook's UK advertising reach at 38.8 million people, Instagram's at 35.5 million and TikTok's at 26.8 million adults. LinkedIn reports 48 million UK members. Whatever your audience, a large proportion of them use at least one of these platforms.
It builds awareness and trust
People often check a business's social profiles before getting in touch, to see whether it is active, what its work looks like and how it treats customers. Regular, genuine content helps you stay visible and gives potential customers reassurance before they make contact.
It drives traffic and enquiries
Social posts and ads can send people to your website, booking page or online shop. With tracking in place, you can see which platforms and posts lead to enquiries or sales.
It lets you target precisely
Paid social lets you choose who sees your message by location, age, interests and, on LinkedIn, job title, industry or company size. For a local business, that might mean showing ads only to people within a few miles. For a B2B firm, it could mean reaching decision-makers in a specific sector.
It gives customers a direct line to you
Many people now use social media messages and comments to ask questions or raise problems. Responding quickly and helpfully, in public, shows prospective customers how you treat people.
It shows you what your audience cares about
The comments, questions and engagement you receive are free market research. They show which products, topics and messages resonate, which can inform your website content, your offers and even your services.
Choosing the right platforms
You do not need to be on every platform. It is better to do two well than five badly. Here is a quick overview:
- Facebook: still the platform with the broadest reach in the UK. Strong for local businesses, community groups, events and paid advertising.
- Instagram: visual and video-led, with Reels, Stories and the main feed. Good for consumer brands, hospitality, beauty, retail and anyone with strong visuals.
- LinkedIn: the main platform for professional and B2B audiences. Useful for thought leadership, recruitment and reaching decision-makers. Read our guide to whether LinkedIn ads are right for your business.
- TikTok: short-form video with powerful recommendation. Works well for brands comfortable with informal, entertaining content.
- YouTube: the place for longer how-to, review and explainer videos, plus YouTube Shorts. Videos can keep bringing in views for years.
Think about where your customers spend time, what type of content you can realistically produce, and how much time you have to manage each channel.
Why video matters
Short-form video is now central to most platforms, from Instagram Reels to TikTok and YouTube Shorts. Instagram has said that watch time and how many people share a video are among the most important signals it uses when recommending Reels.
You do not need a production crew. Simple, well-lit videos filmed on a phone, showing your work, answering a common question or introducing your team, often perform better than polished adverts because they feel genuine.
What makes social media marketing work
- A clear strategy. Know who you are trying to reach, what you want them to do and how you will measure it.
- Consistency. Regular posting builds familiarity. A realistic schedule you can keep beats bursts of activity followed by silence.
- Authentic content. Real photos, real people and real stories build more trust than stock images.
- Engagement. Reply to comments and messages. Social media is a conversation, not a noticeboard.
- A mix of organic and paid. Organic content builds trust; paid campaigns extend your reach. Our guide to organic vs paid social media explains how they fit together.
- Measurement. Look beyond likes. Track website visits, enquiries and sales so you know what is genuinely working.
Common mistakes
- Posting without a goal or plan
- Joining every platform and spreading yourself too thin
- Only ever posting sales messages
- Ignoring comments, messages and reviews
- Judging success on follower numbers rather than results
Getting started
Start by choosing one or two platforms where your customers are most active, set a posting schedule you can sustain and decide on two or three measures of success. Review your results every month and adjust.
If you would like help planning or managing your social media, our social media management service covers strategy, content creation, scheduling and reporting, and our social ads team can run paid campaigns alongside it.
