Managing a social presence across US and European markets presents unique challenges for US-based marketers. Subtle differences in platforms and communication preferences can quickly become major cultural differences. Simply put, social media in Europe is very different from social media in the US.
Despite these differences, there's no need to add “armchair anthropology” to your growing list of social media management skills — just thoroughly test your strategies against the right data.
So we've gathered information to help you understand the current state of social media in Europe. These statistics can help you tailor your social strategy to the European market and keep your message out there and abroad.
Overview of social media trends in Europe
Before we get into the numbers, we need some context. Social media usage in Europe has evolved over the past few years, creating a new environment for social media marketers to thrive in. Here's what social media marketers need to know about the current state of social media in Europe.
Strengthening social media regulations
The European Union is increasing regulatory pressure on social media platforms with the Digital Services Act (DSA). The new law aims to protect users' rights, includes special protections for children, and bans the use of personal data such as race, ethnicity, or political views to target advertising. The law also requires platforms to curb the spread of false information.
Platform popularity varies
Social media preferences vary by region, and Europe is no exception. For example, Facebook is the most popular platform in both the US and Europe. Facebook accounts for approximately 80% (79.41%) of the social media market in Europe, but less than half (46.57%) of the market share in the US.
Additionally, Americans have more diverse social media preferences, with Pinterest (18.74%), Instagram (13.26%), and X (formerly Twitter) (11.57%) taking up large market shares. In Europe, Instagram makes up 7.91% of the market, X at 4.04%, and Pinterest at 3.83%.
The European market is highly diverse
In 2023, 59% of people in the EU reported using social networks, but the percentage varies by country. Denmark had the highest percentage of people using social networks at 91%, followed by Cyprus (83%) and Hungary (81%).
The lowest percentages were in France (44%), Germany (49%) and Italy (53%). When considering its Western European neighbors, Germany particularly stands out: in Belgium, France, Italy, Spain, Sweden and the UK, roughly two-thirds or more of people use social media, according to the Pew Research Center survey.
The growing social sophistication of European consumers
Europeans are savvy about the content they see on social media, paying close attention to the quality and creativity of brands and influencer posts. Sprout Social's Q2 2024 UK Pulse Survey reveals some interesting insights into this trend.
While content with a more DIY, native feel may work better in the US, in the UK, 89% of respondents care about how polished and budget-heavy a brand's social media posts are. What's more, UK consumers are craving fresh ideas and innovative posts. When asked why they hit the unfollow button, almost half of respondents (44%) said they can't stand repetitive or unoriginal content.
Finally, the majority of UK consumers (63%) find fun and educational content provided by brands the most entertaining. These statistics suggest that brands looking to engage European audiences can augment their efforts by increasing production values, experimenting with social creative and blending entertainment and education to captivate and satisfy their audiences.
European Social Media Advertising Statistics
What does the social media landscape really look like in Europe? From recruitment to industry-wide spend and social media use, we've compiled some statistics to help you shape your strategy.
1. Labour and skills shortages make recruiting social media talent the biggest challenge facing European social media teams today, with a recent survey revealing that almost two-thirds (63%) of SMEs can't find the talent they need.
2. Social media advertising spend in Europe is predicted to reach $33.95 billion by 2024.
3. A recent report predicts that 60.9% of EU businesses will be using social media by 2023, up from 36.8% in 2015. For example, Swedish accessories brand CAINTÈ is leveraging TikTok marketing to drive growth.
4. The report found that 29.5% of EU companies use only one type of social media, 23.3% use two types, and 8.1% use three types.
Europe's most popular social media platform
Over the past few years, new platforms have emerged and diversified social media usage among US consumers across multiple options. Social media in Europe is following a similar path, but with some notable differences.
5. 68.7% of UK consumers use Instagram most, followed by Facebook and TikTok.
6. In Q4 2023, Meta reported that approximately 308 million European consumers use Facebook daily.
7. In Q3 2023, the country with the highest WhatsApp usage in Europe is Spain, with around 91% of the online population using the app. Italy and Portugal follow, with around 90.3% of digital users using WhatsApp. Romania comes in fourth, with over 88% of internet users using the app.
What does this mean for marketers? Social media messaging apps like WhatsApp are a huge differentiator for brands operating in Europe. Many consumers use the platform to connect with family and friends, but research shows they're also actively using it to connect with brands. Take advantage of this opportunity to develop a WhatsApp for Business strategy that will help you meet European customers where they're already waiting to meet you.
8. TikTok is gaining momentum in the UK, with almost half of consumers (47.8%) using it frequently.
9. TikTok is more than just an entertainment app: Nearly half of UK consumers (46.5%) use TikTok for product discovery, and more than a third (36.3%) use it as a news source.
The impact of emerging technologies on social media in Europe
There's been a lot of news about the future of social this year, including marketers making big bets that social will include artificial intelligence (AI). Our latest Pulse survey data backs up this trend, showing that consumers are becoming more receptive to AI, especially for customer care purposes.
10. According to Sprout's Q1 2024 Pulse Survey, more than a third of UK consumers (38.5%) say they cannot distinguish between virtual influencers (such as Spain's Aitana) and human influencers.
11. 42.7% of UK respondents say they are less likely to engage with AI-generated branded content than human-generated content.
12. Nearly three-quarters of respondents (73.3%) are comfortable with brands using AI to provide faster customer service on social media.
What does this mean for marketers? With customer expectations higher than ever, more brands are adopting AI to respond and personalize messages at scale. For example, Sprout Social's Enhance by AI Assist feature allows users to customize the tone and length of their replies.
Strategic Advice for Social Media Marketing in Europe
So what do these facts and figures mean for your social media strategy? Here are some key points to remember:
Understanding consumer behavior
European consumers expect a high level of sophistication, creativity and value from brands’ social content, which means that as a brand you need to invest more in both your creative and your creative team to meet your audience’s standards.
Leverage local platforms
While global platforms like Facebook and Instagram are popular, preferences vary by region – for example, WhatsApp is significantly more popular in Europe than in the U.S. for engaging with brands – developing a strategy that includes local platforms can help you reach your audience more effectively.
Get information about cultural differences
Different European countries have different communication styles and cultural values that will impact your social media strategy. To increase engagement and results, tailor your content to respect and reflect these differences.
Humor that works well in the UK, for example, may have a different effect in Germany – it's important to tweak your approach to suit each audience.
Analyze your audience's social data
While surveys and reports can provide broad trends, the only way to know what your specific audience likes and responds to is to track and measure the performance of your content. Regularly analyzing this data can help you refine your strategy to better meet your audience's needs.
Learn more about social media marketing in Europe
This article gives a broad overview of the social media market across Europe, but there is much more to discover when you look specifically at it.
For example, our guide to influencer marketing in the UK is full of information about working with influencers in England, Scotland, Wales, and Northern Ireland. Learn more about typical rates, how to find the best creators for your brand, tips for building an effective influencer marketing strategy, and more.
Understanding the marketing nuances and best practices of one region can lay the foundation for global expansion. This knowledge can help you create a blueprint for a strategy that you can tailor and optimize for other markets.
