Social media in Europe: 12 stats to inform your strategy

Managing a social presence across US and European markets is a unique challenge for US-based marketers. Little nuances in platform and communication preferences can quickly become major cultural differences. Simply put, social media in Europe is a lot different from social media in the US.

Despite these differences, you don’t need to add “armchair cultural anthropology” to your ever-growing social media management skills list. You just need to gut-check your strategy against the right data.

To help, we gathered information to help you understand the state of social media in Europe. These statistics will help you tailor your social strategy to the European market and remain on message across the pond and beyond.

Overview of social media trends in Europe

We need to set the stage before we can get into the numbers. European social media usage has evolved over the past few years, creating a new landscape for social media marketers to play in. Here’s what social media marketers need to know about the current state of social media in Europe.

Stricter social media regulations

Under its Digital Services Act (DSA), the European Union is putting more regulatory pressure on social media platforms. The new law aims to safeguard users’ rights. It includes special protections for children and prohibits targeted ads that use personal data like race, ethnicity‌ and political views. The law also requires platforms to mitigate the spread of false information.

Platforms vary in popularity

Different regions have different social media preferences, and Europe is no different. For example, Facebook is the most popular platform in the US and Europe. It holds nearly 80% (79.41%) of the European social media market, compared to 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 known as Twitter) (11.57%) holding significant market share. In Europe, Instagram accounts for 7.91% of the market, followed by X at 4.04% and Pinterest at 3.83%.

The European market is quite diverse

While 59% of EU individuals reported using social networks in 2023, the amount 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%). Germany particularly stands out considering its Western European neighbors. According to Pew research, about two-thirds or more of people in Belgium, France, Italy, Spain, Sweden and the United Kingdom use social media.

The rise of consumer social sophistication in Europe

Europeans are savvy about the content they see on social media. They pay close attention to the quality and creativity of brands and influencers’ posts. Sprout Social’s Q2 2024 UK Pulse Survey revealed some interesting insights into this trend.

While more DIY, native-feeling content may work in the United States, a whopping 89.% of UK respondents care about how polished and high-budget a brand’s social media posts are. Additionally, UK consumers crave fresh ideas and innovative posts. When we asked what would make them hit the unfollow button, nearly half (44%) of the respondents said they couldn’t stand repetitive or unoriginal content.

Lastly, most UK consumers (63%) find fun, educational content from brands the most entertaining. These statistics show that brands aiming to attract a European audience can strengthen their efforts by increasing production value, getting experimental with social creative‌ and blending entertainment with education to keep their audiences hooked and happy.

Europe’s statistics on social media advertising

What does the European social media landscape really look like? From hiring to overall industry spending and social media use, we rounded up some statistics to help you with your strategy.

1. Thanks to labor and skill shortages, hiring social media talent is a top challenge facing European social media teams today. In a recent survey, nearly two-thirds (63%) of small and medium-sized businesses said they can’t find the talent they need.

2. Social media advertising spending in Europe is projected to reach $33.95 billion in 2024.

3. A recent report found that 60.9% of EU enterprises used social media in 2023, up from 36.8% in 2015. For example, the Swedish accessory brand CAINTÈ has been using TikTok marketing to fuel their growth.

4. The same report revealed that 29.5% of EU enterprises used only one type of social media, 23.3% used two, and 8.1% reported using three types.

The most popular social media platforms in Europe

Over the past years, we’ve seen new platforms emerge, causing US consumer usage to splinter across several options. Social media in Europe is following the same path but with a few notable distinctions.

5. 68.7% of UK consumers use Instagram the most, followed by Facebook and TikTok.

6. In the fourth quarter of 2023, Meta reported that about 308 million European consumers used Facebook daily.

7. In the third quarter of 2023, Spain had the most people in Europe using WhatsApp, with around 91% of its online population on the app. Italy and Portugal were close behind, with about 90.3% of their digital users on WhatsApp. Romania was fourth, with over 88% of its internet users on the app.

What does this mean for marketers? Social media messaging apps like WhatsApp are a great differentiator for brands operating in Europe. While many consumers use the platform to connect with family and friends, research shows they’re more than willing to use it to connect with brands as well. Capitalize on this opportunity by developing a WhatsApp for Business strategy. This will allow you to meet your European audience where they are already waiting for you.

8. TikTok is building momentum in the UK. Close to half (47.8%) of consumers use it frequently.

9. TikTok is more than an entertainment app. Nearly half (46.5%) of UK consumers rely on it for product discovery and over a third (36.3%) use it as a news source.

How emerging technologies will impact social media in Europe

This year, we’ve seen a ton of headlines covering the future of social. For example, marketers are making big bets that this will include artificial intelligence (AI). Our most recent Pulse survey data supports this trend, suggesting 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 (38.5%) of UK consumers say they couldn’t distinguish between virtual influencers (like Spain’s Aitana) and human ones.

11. 42.7% of UK respondents say they’d be less likely to engage with AI-generated brand content than human-generated content.

12. Close to three-quarters (73.3%) of respondents would be comfortable with brands using AI to deliver faster customer services on social media.

What does this mean for marketers? With customer expectations at an all-time high, more brands are embracing AI to respond to 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 all these facts and figures mean for your social media strategy? Here are a few key takeaways to keep in mind.

Understand consumer behavior

European consumers expect high-polish, creativity‌ and value from brand social content. As a brand, this means you’ll need to invest more in both your creative and creative team to make sure you meet your audience’s standards.

Leverage local platforms

Global platforms like Facebook and Instagram are popular, but local preferences vary. For instance, WhatsApp is significantly more popular in Europe for brand interactions than in the US. Developing a strategy that includes local platforms will help you reach your audience more effectively.

Stay informed on cultural differences

Different European countries have their unique ways of communicating and cultural values, which will affect your overall social media strategy. Ensure you customize your content to respect and reflect these differences for better engagement and results.

For example, humor that works well in the UK might have a different effect in Germany. Tweaking your approach for each audience is key.

Analyze audience social data

Studies and reports will give you insights into broad trends, but the only way to know what your specific audience likes and responds to is to track and measure your content performance. Regularly analyzing this data can help you refine your strategies and better meet the needs of your audience.

Dig deeper into European social media marketing

This article offers a broad overview of the social media market across Europe, but there’s much more to explore—especially when you get specific.

For example, our guide to influencer marketing in the UK is packed with information on working with influencers in England, Scotland, Wales and Northern Ireland. Learn more about typical rates, how to find the perfect creator for your brand and get tips on building a killer influencer marketing strategy.

Understanding one region’s marketing ins and outs and best practices can set the foundation for global expansion. This knowledge, in turn, will help you create a strategy blueprint to tweak and optimize for other markets.