UK social media users less active on tech platforms due to rise of video apps

Social media users in the UK are becoming less active on tech platforms due to the rise of video apps and fears that posts could come back to haunt them, according to the communications watchdog.
Ofcom said just under half of adult social media users (49%) now post, share or comment compared with 61% in 2024. The proportion exploring new websites has also fallen, from 70% to 56%.
The regulator said the fall in active use has been driven by popular platforms becoming more video-oriented and concerns about the impact of historic posts on personal accounts.
Joseph Oxlade, senior research manager at Ofcom, said the rise of video apps such as TikTok and Instagram’s Reels feature meant some users were posting and commenting less on those platforms than they would on sites such as Facebook.
Oxlade added that concerns over long-forgotten posts being unearthed and damaging someone’s professional prospects, or their reputation, was also a factor.
“They are increasingly concerned about what they have posted online being there permanently and therefore potentially impacting on them later in life,” he said.
The proportion of adults concerned about posts causing them problems in the future has risen from 43% in 2024 to 49% last year, Ofcom said.
Historic internet posts can be a source of serious embarrassment for public figures. One of the most notorious examples in recent times involved actor Karla Sofía Gascón, the first ever openly transgender person to receive an acting nomination at the Oscars, whose best actress campaign was derailed by old tweets on subjects including Islam and George Floyd.
Concerns over violations of data privacy, such as misuse of personal information such as photos, have also played a role, said Oxlade. Social media use remains widespread, with 89% of adult internet users using at least one social media platform. The Ofcom data was based on a survey of 7,500 people across the UK last year over the age of 16.
The data was published in Ofcom’s annual adults’ media use and attitudes report, which was released alongside an update from a panel of 20 adults who are interviewed by the watchdog regularly. Sheila, 52, said she had come off Facebook altogether and was “not on any of those chatting apps”, while Brigit, 25, said she no longer posts on social media regularly.
“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,” said Brigit, whose name, like Sheila’s, has been changed for data protection reasons.
While some panel members had stopped posting altogether, others have started using time-limited posts like Instagram Stories rather than permanent “grid” posts.
Ofcom said use of Instagram and Facebook was now more limited among panel members, with some individuals focusing more on specific uses like joining online groups focused on their local area.
Other data published by Ofcom on Thursday showed that the proportion of adults who feel the benefits of being online outweigh the risks had fallen to 59% in 2025 compared with 72% in 2024. Fewer social media users believe the apps are good for their mental health, falling from 42% to 36%.
The survey shows that active use of AI is increasing. More than half of UK adults (54%) said they use AI tools such as ChatGPT, up from 31% in 2024. Around one in eight (12%) use the technology for conversation, although that rises to around one in five (19%) for 25-34-year-olds.
Ofcom said some panel members appear to be interacting with an AI as if it is a person, often unconsciously. Examples include using AI to seek relationship advice or to provide company when working from home. AI is also being used for creative tasks like writing wedding speeches or planning room layouts.