sim·plic·i·ty
1. the state, quality or an instance of being easy to understand
2. freedom from complexity
+44 (0)20 38 38 2009
+1 (416) 848 7340
+1 (902) 943 3483
London, UK
Toronto, CA
Halifax, NS, CA
56 million social media users in the UK — spending an average of 1 hour 49 minutes across 6 platforms every day. Data-led paid social buying across every major platform, planned around audience behaviour not platform defaults.
Social media is now the largest advertising channel globally by spend — and in the UK, 56 million people use it daily. The opportunity is not whether to be here. It is how to plan it intelligently.
UK social ad spend grew 7.8% in 2023 to reach £7.7 billion — accounting for more than half of all online display investment. The channel is not maturing. Video investment on social grew 20% year-on-year in 2024, as audiences shifted decisively toward short-form and long-form video across every platform.
The challenge for most advertisers is not access to the platforms — it is knowing which platform to prioritise, which audience to build, which format to back, and how to read the data to make the next decision better than the last. That is where we focus.
We are not advocates for any single platform. Every brief starts with the audience — who they are, where they spend their time, what they respond to, and what the data from previous activity tells us about where to invest next.
We plan and buy across the full social landscape: Meta, TikTok, YouTube, Snapchat, Reddit, Pinterest and X. We follow the audience, not the platform's own sales pitch. The right platform for a 35-year-old homeowner researching financial products is not the right platform for a 22-year-old gaming enthusiast — and treating them the same way is how budgets get wasted.
Creative matters enormously in paid social — but we are not a creative agency. We work with your assets or refer creative development to our partners. What we bring is the data intelligence to know what the creative needs to do, and the buying expertise to put it in front of the right audience at the right moment.
The largest social advertising ecosystem in the UK. Facebook reaches 37 million UK users; Instagram's ad reach among 18–34 year olds is 81%. Meta's audience data and targeting depth remain unmatched — and Advantage+ automation, used intelligently alongside manual audience controls, can significantly improve efficiency at scale.
UK users spend more time on TikTok than any other country in the world — 49 hours and 29 minutes per month on Android alone. TikTok's advertising reach expanded to 45% of UK adults in early 2025. The platform functions as both an entertainment channel and increasingly as a search and discovery engine — particularly for under-35s.
YouTube has the highest advertising reach of any social platform in the UK — 91% of internet users. It operates as both a social platform and a search engine, reaching audiences actively seeking content in every category. YouTube on connected TV is a growing priority — audiences watching long-form content on the biggest screen in the house.
Snapchat's UK audience is dominated by 13–34 year olds — a demographic that is systematically under-reached on Facebook and increasingly competitive on TikTok. For brands targeting younger audiences, Snapchat's immersive full-screen formats and AR capabilities deliver formats that genuinely feel native to the platform rather than interruptive.
Reddit is the second fastest-growing social platform for UK ad audiences in 2025, with 71% of UK 18–24 year olds using it by mid-2024. It is the internet's most active community platform — and advertising within genuine communities of interest delivers contextual relevance that broadcast platforms cannot replicate. Particularly powerful for gaming, technology, finance and enthusiast brands.
Pinterest added 5.9 million to its UK advertising audience in 2024 — 77.9% growth — driven by its discovery and shopping intent. It reaches 15.5 million UK users actively searching for ideas, products and inspiration. X (formerly Twitter) has a declining but distinct audience — particularly for news, sport, politics and real-time conversation brands that need to be in the moment.
Getting your brand in front of the right audience at scale — building familiarity, recall and consideration before the purchase decision is made. Optimised for reach, frequency and brand lift.
Moving audiences from awareness to active consideration — driving traffic, video views, profile engagement, app installs and lead generation. Optimised for quality interactions over raw volume.
Driving the specific action — purchase, booking, sign-up, enquiry. Retargeting warm audiences, optimising for conversion events, and connecting paid social activity to downstream revenue with proper attribution.
| Platform | Primary Audience | Strength | UK Ad Reach |
|---|---|---|---|
| YouTube | All adults, broad demographic spread | Highest reach of any social platform; video and CTV | 91% of internet users |
| 25–54, broad UK coverage | Largest platform by volume; retargeting depth | 68.9% of internet users | |
| 18–44, style, lifestyle, commerce | Visual brand building; shopping; Reels discovery | 81% of UK 18–34s | |
| TikTok | 18–34 core; broadening rapidly | Highest time spent; entertainment and discovery | 45% of UK adults 18+ |
| Snapchat | 13–34, strongest among 13–24 | Younger audience; immersive formats; AR | Strong among under-25s |
| 18–34, tech, gaming, finance, enthusiasts | Community context; intent-rich environments | 71% of UK 18–24s | |
| 25–44, home, fashion, food, lifestyle | Discovery and purchase intent; growing fast | 15.5M UK users |
Paid social is not the only way to reach audiences in digital environments. UK internet users spend an hour every day on games consoles, and 59.5% play games on smartphones. We also plan and buy advertising across gaming platforms, in-game environments, streaming communities and connected devices — reaching audiences in the moments social media can't access. Find out more about our gaming advertising capability →