The United Kingdom: Social Media And Online Personalities

After exploring the social media scenes in Brazil, China and Italy, the fifth installment of our Globally Social Series will take you across the pond to the United Kingdom. As one of the two dominant mature markets in the world, the United Kingdom is often compared to the United States in branding, marketing and advertising. When it comes to social media, Britain does share some similar patterns with its American counterpart. This blog post will illustrate the subtle differences between the two, and map the British influencer landscape. 

Twitter Is Unexpectedly Thriving Amid Rising Social Platforms   As one of the two most-established social platforms, Twitter has been showing relatively stagnant user growth in the United States in recent years. As estimated byeMarketer, Twitter’s market penetration is projected to only increase 1% each year, from 16.4% in 2015 to 19.7% in 2018. However, 22.8% of people in Britain are already using Twitter in 2015, and the number will climb up to over a quarter of the population in 2018. When it comes to newer social platforms, Pinterest, Instagram and Snapchat are witnessing increasing popularity. Most notable is Pinterest, which has seen its UK user base double in 2014 and three million pins uploaded daily. In an interview with The Guardian, Pinterest’s co-founder Evan Sharp observed: “We see a lot of similarities between the UK and elsewhere in the world, although gardening is much more prominent in the UK.”

Twitter Is Unexpectedly Thriving Amid Rising Social Platforms  

As one of the two most-established social platforms, Twitter has been showing relatively stagnant user growth in the United States in recent years. As estimated byeMarketer, Twitter’s market penetration is projected to only increase 1% each year, from 16.4% in 2015 to 19.7% in 2018. However, 22.8% of people in Britain are already using Twitter in 2015, and the number will climb up to over a quarter of the population in 2018.

When it comes to newer social platforms, Pinterest, Instagram and Snapchat are witnessing increasing popularity. Most notable is Pinterest, which has seen its UK user base double in 2014 and three million pins uploaded daily. In an interview with The Guardian, Pinterest’s co-founder Evan Sharp observed:

“We see a lot of similarities between the UK and elsewhere in the world, although gardening is much more prominent in the UK.”
The gardening board of Pinterest influencer Lou Archell of Little Green Shed has nearly 500k followers According to the 2014 research by Global Web Index, Instagram and Pinterest are neck and neck in the competition to win more users -- 9% of total population are using Pinterest actively, yet eight out of nine of them are also active Instagram users. It will be interesting to see how the two dominant image-centric social apps continue to grow in the U.K. Britain’s younger generation is quickly adopting Snapchat at an even faster speed than their American counterparts. The most recent June 2015 findings from Vodafone show that Snapchat made up 75% of all data traffic in the country. What’s more, while just over 40% of US teens access Snapchat on a regular basis, nearly 50% of UK teenagers engage with the edgy social app regularly. The Eclectic Social Influencer Scene With their unique sense of humor, sarcasm, their “proper” English accent and the looks akin to those of the boy band One Direction, several British male YouTubers have become wildly successful both at home and abroad. Caspar Lee and Marcus Butler, who have nearly five million and four million YouTube subscribers respectively, are familiar names to teenagers here in the States. In fact, they have both been invited to the US's DigiTour and VidCon to meet and greet their thousands of American fans. The United Kingdom has also given rise to a slew of highly influential beauty, fashion and food influencers. Zoe Sugg, known by her YouTube name Zoella, is often considered to be the new Michelle Phan. With a staggering fan base of nearly nine million, Zoella connects with her followers by not only sharing her beauty tips but also her random musings as just a “normal girl.”

The gardening board of Pinterest influencer Lou Archell of Little Green Shed has nearly 500k followers

According to the 2014 research by Global Web Index, Instagram and Pinterest are neck and neck in the competition to win more users -- 9% of total population are using Pinterest actively, yet eight out of nine of them are also active Instagram users. It will be interesting to see how the two dominant image-centric social apps continue to grow in the U.K.

Britain’s younger generation is quickly adopting Snapchat at an even faster speed than their American counterparts. The most recent June 2015 findings from Vodafone show that Snapchat made up 75% of all data traffic in the country. What’s more, while just over 40% of US teens access Snapchat on a regular basis, nearly 50% of UK teenagers engage with the edgy social app regularly.

The Eclectic Social Influencer Scene

With their unique sense of humor, sarcasm, their “proper” English accent and the looks akin to those of the boy band One Direction, several British male YouTubers have become wildly successful both at home and abroad. Caspar Lee and Marcus Butler, who have nearly five million and four million YouTube subscribers respectively, are familiar names to teenagers here in the States. In fact, they have both been invited to the US's DigiTour and VidCon to meet and greet their thousands of American fans.

The United Kingdom has also given rise to a slew of highly influential beauty, fashion and food influencers. Zoe Sugg, known by her YouTube name Zoella, is often considered to be the new Michelle Phan. With a staggering fan base of nearly nine million, Zoella connects with her followers by not only sharing her beauty tips but also her random musings as just a “normal girl.”

Zoe Sugg, aka Zoella, is UK's number one vlogger. Her fans not only trust her beauty and makeup advice, but also have come to see her as their "big sister."

Based in London, Susanna Lau of The Style Bubble is one of the earliest fashion bloggers. Her work is now focused on discovering emerging fashion designers and appreciating the art of fashion. 

Based in London, Susanna Lau of The Style Bubble is one of the earliest fashion bloggers. Her work is now focused on discovering emerging fashion designers and appreciating the art of fashion. 

https://www.youtube.com/watch?v=my3Bfd6qYrs