Decline in UK Social Media Engagement Amid Rise of Video Apps

Recent findings from Ofcom reveal a significant decline in active social media engagement among UK adults, attributed to the increasing popularity of video-centric platforms and growing concerns over the permanence of online posts. In 2025, only 49% of adult social media users reported posting, sharing, or commenting on platforms, a decrease from 61% in 2024. Additionally, the number of users exploring new websites fell from 70% to 56%.

The Guardian

The shift towards video apps like TikTok and Instagram's Reels feature has contributed to this decline, as users are opting for less interactive forms of engagement. Joseph Oxlade, a senior research manager at Ofcom, noted that users are increasingly cautious about their online presence, fearing that past posts could resurface and negatively impact their professional lives. The proportion of adults expressing concern about the potential repercussions of their online history rose from 43% in 2024 to 49% in 2025.

The Guardian

Among the panel of adults interviewed by Ofcom, personal anecdotes illustrate this trend. One participant, Brigit, shared that her social media activity has drastically diminished, stating, “I’m posting something very rarely now, which is funny because when I was younger, I would have been posting what I was eating for dinner.” Others have shifted to using time-limited features like Instagram Stories instead of permanent posts, indicating a preference for more ephemeral content.

The Guardian

The Ofcom report highlights a broader decline in the perceived benefits of social media. The percentage of adults believing that the advantages of being online outweigh the risks decreased from 72% in 2024 to 59% in 2025. Additionally, the belief that social media positively affects mental health has also dropped, from 42% to 36%.

The Guardian

In contrast to the decline in social media activity, the use of artificial intelligence (AI) tools has surged. Over half of UK adults (54%) reported using AI technologies such as ChatGPT, an increase from 31% in 2024. This trend is particularly pronounced among younger adults, with 19% of those aged 25-34 using AI for conversational purposes. Participants have begun to interact with AI as if it were a person, seeking advice or companionship, which reflects a shift in how individuals engage with technology.

The Guardian

Despite the decline in social media engagement, some critics argue that the focus on video content and AI tools may not address the underlying issues of online privacy and mental health. Concerns persist regarding the long-term effects of reduced social media interaction on community building and personal connections.

The Guardian

• “They are increasingly concerned about what they have posted online being there permanently and therefore potentially impacting on them later in life,” — Joseph Oxlade, Senior Research Manager, Ofcom

The Guardian

• “My sisters do a lot of musicals, so maybe I would share that they’re selling tickets … But other than that, I’m posting something very rarely now, which is funny because when I was younger, I would have been posting what I was eating for dinner,” — Brigit, Panel Member

The Guardian

The Ofcom report underscores a transformative period in social media usage in the UK, marked by a decline in traditional engagement and a rise in alternative digital interactions.

The Guardian