UK Social Media Users Shift From Social Platforms To Video Apps

UK adults are posting, sharing, and commenting less on social media platforms, according to new research from communications regulator Ofcom. The proportion of adult social media users who actively post, share, or comment fell to 49% in the latest survey, down from 61% in 2024. Exploration of new websites also declined, from 70% to 56%.

The shift is linked to the growing dominance of short-form video content on apps like TikTok and Instagram Reels. Users are consuming more video but engaging less through traditional posting and commenting, senior research manager Joseph Oxlade explained. Platforms have evolved toward passive scrolling rather than interactive text-based activity.

Concerns about old posts resurfacing and affecting personal or professional lives have also contributed. The share of adults worried that historic content could cause future problems rose from 43% in 2024 to 49%. This includes fears of reputational damage, such as past statements impacting job prospects or public image. High-profile cases, like old tweets derailing careers, have heightened awareness of the permanent nature of online activity.Data privacy worries, including potential misuse of personal photos and information, play a further role. Despite reduced activity, overall social media use remains high, with 89% of adult internet users on at least one platform.

Ofcom’s annual Adults’ Media Use and Attitudes report, based on a survey of 7,500 people aged 16 and over, also noted declining perceptions of online benefits. The proportion who feel the upsides of being online outweigh the risks dropped to 59% from 72% the previous year. Fewer users now view social media as positive for mental health, falling from 42% to 36%.

Some individuals have stopped posting entirely or switched to temporary formats like Instagram Stories to avoid permanent records. Others limit activity to specific groups, such as local community discussions.