Social media for business: How to achieve success in the UK

Social media plays a role in the lives of the vast majority of people in the UK these days, with 82.8% of the UK population using social media. Being present and having your business on various social media platforms is a smart move to connect with your target audience where they actually spend their time. 

In this article, we will explore how businesses can use social media in their marketing strategy and how to achieve success with it in the UK. We will dive into both paid and organic social media marketing and examine the key platforms that businesses in the UK should consider.  

Why are social media important for businesses? 

Here are some of the reasons why social media platforms are generally essential for businesses: 

Visibility to the target audience 

Social media platforms give businesses the opportunity to connect closely with their target audience. By creating a business account on social media, you ensure your presence where your audience is active and increase the chance of appearing on the screens of people who should know about your business.  

Creates engagement and connection  

Social media enables businesses to generate engagement within their target audience. Beyond posting updates about the business or finding ways to entertain, it’s about letting the audience get to know and engage with the business and its brand. 

Successful business accounts also use social media to communicate directly with customers; for instance, by answering questions, sharing updates, and building a sense of community on their platforms. 

The best-performing businesses on social media create content that invites conversations, engages their audience, and becomes a topic of discussion.  

Cost-effective marketing 

Businesses that gain attention and engagement on social media get excellent value for their money. While investing in ad campaigns is possible, setting up accounts and posting content is often completely free. 

Though it requires effort to develop a solid social media strategy and to keep the channels active with content and engagement, the time spent can quickly pay off. 

When a business creates an effective strategy and engaging content, social media can become a highly cost-efficient form of marketing.  

Improved conversion rate 

With a strong social media strategy and content that grabs attention on the platforms your target audience uses, you increase the chances of attracting the right people. These individuals are more likely to discover your business, follow your account, and eventually learn compelling reasons to make a purchase. 

Examples of companies excelling on social media 

As we’ve seen, having a presence on social media can enhance a company’s marketing strategy in many ways. Let’s look at some UK-based companies on social media and how they use social media to their advantage.  

Greggs 

The UK bakery chain Greggs has become a master of using humour and cultural trends on social media. They frequently share tongue-in-cheek posts referencing popular memes or collaborating with other brands. For example, their viral marketing stunt featuring a vegan sausage roll took social media by storm, with humorous responses to feedback from both fans and critics.  

This light-hearted approach has made their brand feel approachable and in touch with their audience.  

Monzo 

UK-based digital bank Monzo excels at social media by leveraging transparency and customer engagement. They use platforms like Twitter and Instagram to provide clear, concise updates, answer customer queries, and showcase new features.  

Monzo also involves their audience in product development, asking for feedback and ideas directly on social media. This creates a sense of community and customer loyalty, which has been crucial to their rapid growth. 

Dishoom 

Dishoom, a popular Indian restaurant chain in the UK, uses social media to tell a story about their brand and its inspiration. Their posts are rich with cultural references and beautifully shot images of their dishes, creating a sense of nostalgia and connection to the traditions they draw from. They also share behind-the-scenes insights and engage with followers by responding to comments or reposting customer photos, which helps to maintain a loyal and engaged audience. 

These examples show that it’s entirely possible to achieve social media success regardless of the type of business you run. Next, we’ll explore how your business can use social media to its advantage and which platforms are worth considering.

How your business can use social media 

As seen in the examples, there are multiple ways to utilise social media effectively. Perhaps you already have ideas about what your business can do on different social media platforms?

We’ll continue by exploring opportunities available and what you should consider to establish a strong social media presence for your business.  

Paid advertising on social media 

Most social media platforms allow you to create paid marketing campaigns, enabling your ads to appear in the feeds of users targeted by your campaign. You can also choose whether the ad directs users to your social media profile, your website, or a specific landing page for a campaign. 

To learn more about this, check out our article on different types of paid social media marketing campaigns.  

Organic marketing on social media 

Organic marketing refers to the strategies you can implement outside of paid advertising. Creating a business account on social media is a solid way to get started with organic marketing.  

Although platforms differ slightly, organic marketing generally involves sharing photos, videos, or text to promote your business or build your brand. We’ll discuss how to do this systematically, but a great starting point for social media posts is showing your team, sharing behind-the-scenes moments, and highlighting the products and services your business offers in an entertaining way.  

Find your target audience 

To effectively use social media, it’s essential to understand your business’ target audience. Knowing who you’re trying to reach determines which platforms to focus on and what content will captivate them the most. For example, it wouldn’t make much sense to invest time and resources into building an Instagram account if your target audience primarily uses YouTube or LinkedIn. 

If you’ve already developed target audience profiles or personas, use that information as a foundation for selecting platforms and planning content. If you haven’t, you can read our article on identifying your target audience. 

Align with your business identity 

Another important consideration when marketing your business on social media is maintaining your brand identity: 

• What makes your business unique?  

• What elements are featured on your website or online shop?  

• What tone of voice does your business use? 

Your business should be recognisable across all platforms—whether it’s in a photo, video, email, or on your website.  

While creativity is encouraged, remember that your audience should become familiar with your brand and values rather than be confused by inconsistent messaging.  

Experiment with content 

While it’s essential to align with your audience and maintain brand identity, experimenting with different types of content is also valuable. Testing allows you to discover what works best on each platform and how to better engage your audience. 

For instance, you might find that a well-written article performs better on LinkedIn than you expected, even though you assumed a fun video on TikTok would resonate more. Or you might be surprised by how many people click through to your business blog after reading a post that teases a topic. 

With business accounts, most social media platforms provide detailed analytics for posts. Reviewing these insights can help refine your strategy moving forward.  

Develop a strong social media strategy 

You don’t need to spend excessive time and resources to have a good social media presence, but starting with a well-thought-out strategy pays off. Consider: 

• What is my goal for being on this platform? 

• How can I effectively reach my target audience? 

• How often can we post, and what can we realistically manage? 

• How can I present our business and products/services in an entertaining and trustworthy way that builds our brand? 

Conducting a competitor analysis can also be a valuable part of developing your social media strategy. It allows you to explore what your competitors are doing—and not doing—and identify opportunities to test new ideas and fill gaps in the market. 

It’s also perfectly fine to draw inspiration from competitors and similar businesses in your industry. See what has worked for them and consider how you can do something similar while staying true to your brand identity and audience. 

For tips on organising content publication, read our article on creating a content calendar.  

Integrate social media and your website 

Social media can be an excellent way to drive traffic to your website. This might involve promoting products available in your online shop, explaining a service with additional details on your website, or providing snippets of a topic discussed in-depth on your blog. 

Many social media platforms allow you to link to your website in your profile, making it easy for potential customers to learn more and, perhaps, make a purchase. 

Similarly, adding social media buttons to your website helps visitors who find your business intriguing to connect with you on the platforms they frequent.  

Different social media channels for your business 

We’ve covered some key aspects to consider when marketing your business on social media. Now, let’s look at the most popular social media channels in the UK. We’ll provide a brief overview of each channel, focusing on what’s important for you and your business when deciding which platforms to prioritise. 

The channels are selected based on data from Ipsos, a market research company that reports on social media usage.  

Your business on Facebook 

Facebook is the platform that paved the way for social media activity. While many other platforms have emerged since Facebook’s inception, it remains the most widely used platform in Norway. It’s particularly popular among people over 35, with the number of younger users declining in recent years. 

Facebook is a versatile social media channel whose users are accustomed to encountering a variety of media types. The share of video posts has increased significantly in recent years, but it’s still a platform where you can experiment with text, images, polls, and other types of posts.  

How to build a good business profile on Facebook 

• Follow Facebook’s recommendations for business profiles. Use a clear logo, fill out essential details, and include additional information like opening hours, contact information, and links to your website. 

• Experiment with content. Since Facebook is such a versatile platform, it’s ideal for experimenting with different types of content. Share company news, provide tips relevant to your audience, or give your customers a glimpse into what’s happening behind the scenes. If you try posting video content, it’s worth measuring the results.  

• Be active. Respond to comments as they come in, comment on relevant posts, and be open to receiving inquiries through Facebook Chat or Messenger. Users expect businesses to be reachable and to show more signs of life than just posting updates. 

Your business on Instagram 

Instagram started as a platform focused primarily on photos, but it has shifted significantly toward video content in recent years. The channel emphasises creativity and visual storytelling. 

Instagram users are accustomed to seeing visually appealing and creative content, often designed to evoke a mood. For instance, a shoe store showcasing formal shoes for the holiday season could go the extra mile by staging the shoes in a festive setting with mood lighting, Santa figures, and a red or green silk backdrop—or by posting a video of someone dressed in full holiday attire posing with the shoes. 

Instagram users also appreciate authentic moments from everyday life, so not every post needs to be highly creative.  

How to build a good business profile on Instagram 

• Choose a professional account. Instagram offers personal and professional accounts. A professional account provides much more insight into how your posts are performing, making it essential for a business profile.  

• Update your business profile. Use a clear logo and write a concise description of your business. Instagram users expect a “show, don’t tell” approach, so 1–2 sharp sentences about your business are plenty. 

• Focus on quality. If possible, Instagram is the platform to get creative. Experiment with visual styles and explore ways to present your products and services aesthetically. 

• Play around with formats. Instagram allows you to post standard posts, Stories, and Reels. Mix these formats and find out how to use them to your advantage.  

Your business on TikTok 

TikTok has experienced explosive growth in the UK in recent years, becoming a leading platform for short-form video content. Initially known for dance trends and viral challenges, TikTok has evolved into a space where businesses, influencers, and creators can engage audiences in innovative ways. 

With its powerful algorithm, TikTok makes it easy for businesses to reach new audiences through the “For You” page, even if users don’t follow them. The platform’s emphasis on creativity and authenticity provides unique opportunities for storytelling and brand engagement. 

TikTok also offers features like live streams, hashtag challenges, and its advertising suite, which allows businesses to create targeted campaigns and drive traffic to their profiles or websites. 

How to build a good business profile on TikTok 

• Switch to a TikTok business account. This unlocks access to analytics, advertising tools, and other features tailored for businesses. 

• Be authentic and engaging. TikTok users like relatable and authentic content. Create videos that showcase your brand’s personality, share behind-the-scenes moments, or participate in trends that align with your values. 

• Stay on top of hashtags and trends. Use popular and relevant hashtags to boost visibility and consider creating your own branded hashtags or challenges to engage your audience. 

Your business on LinkedIn 

LinkedIn stands out from the other social media platforms we’ve discussed as it focuses on professional networking.  

In the UK, LinkedIn is primarily used by people over 25, with a particular focus on careers, the corporate world, and professional development. While many think of LinkedIn as a platform for self-promotion and job hunting, it has also become a space where professionals check in to see what’s happening in the business world and get professional insights. 

For B2B companies, LinkedIn is a smart platform, but many B2C companies have also found success here. Users expect informative and inspiring content and are generally more receptive to educational material.  

How to build a good business profile on LinkedIn 

• Share your expertise. Your business and employees likely possess valuable knowledge related to your industry. Sharing tips, guides, and interesting facts in an inspiring format can engage your audience on LinkedIn. 

• Showcase your company culture. LinkedIn is also a great platform to highlight your workplace environment. Share photos and videos from events, activities, or just everyday moments at the office. 

• Be engaged. LinkedIn users expect business profiles to be active. Comment on relevant posts and always respond to comments on your posts. If a comment doesn’t require a detailed response, a simple like can suffice. 
  
• Explore LinkedIn’s tools. LinkedIn offers robust advertising tools, recruitment features, and Showcase Pages for promoting specific services or products. 

Other channels for your business 

We’ve explored four of the most important channels for businesses in the UK. Whether a particular platform is suitable for your business depends on your target audience and the products or services you offer: 

• Snapchat: A platform with great potential to reach younger audiences through creative content. 

• YouTube: Technically not a social media platform, but a powerful channel for businesses skilled in video production. It’s ideal for posting tutorials, showcasing products, or leveraging storytelling. 

• Pinterest: Perfect for businesses focused on visuals. Pinterest is an excellent platform for beautiful, inspirational images, particularly in food, fashion, hobbies, and DIY. 

• X: Formerly Twitter, it is best suited for sharing news, providing customer support, and participating in industry-related discussions. 

Be visible to your target audience on social media 

Social media offers a golden opportunity for marketing your business. With a solid social media strategy in place, you have a strong chance of achieving success on individual platforms. 

Remember to thoroughly research your target audience to determine which platforms they are active on. Don’t be afraid to experiment with content and explore the different possibilities each channel offers. Good luck!