Most-Used Social media by UK Companies (2026)
Among 11,428 UK companies with a detectable social media system, Instagram Feed for WordPress ranks first with 19.9% detected share.
Among 2,066,481 trading UK companies, 11,428 have a detectable Social media system, and 16 systems appear. Instagram Feed for WordPress has the largest detected footprint at 19.9% (2,271 companies), just ahead of Smash Balloon Instagram Feed at 19.6% (2,236) and AddThis at 19.3% (2,211).
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Size changes the order. AddThis has the largest share in Under 10 employees, at 20.4% of 7,412 companies; Instagram Feed for WordPress has the largest share in 10–50 employees, at 21.8% of 3,481 companies, and in Over 50 employees, at 21.1% of 535 companies.
The market is not a single-system category. AddToAny and ShareThis both sit at 14.1%, at 1,614 and 1,608 companies respectively, while Twitter appears at 13.6% (1,558 companies). SocialStream at 4.8% (548 companies) and Metricool at 3.4% (388 companies) mark the smaller named tier, with 8 further systems covering 1,628 companies.
11,428
Companies with detected Social media
Of 2,066,481 UK companies
0.6%
Detection rate
2026
16
Systems detected
In this category
19.9%
Leader share
Instagram Feed for WordPress
UK companies Social media market share
Share of the 11,428 UK companies with a detectable system. As of June 2026.
Social media compared
| System | UK companies | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Instagram Feed for WordPress | 2,260 | 19.8% | 7 | 19.1% | Small employers, median headcount 7 |
| Smash Balloon Instagram Feed | 2,221 | 19.4% | 7 | 19.3% | Small employers, median headcount 7 |
| AddThis | 2,211 | 19.3% | 6 | 17.4% | Small employers, median headcount 6 |
| AddToAny | 1,614 | 14.1% | 6 | 22.2% | Small employers, median headcount 6 |
| ShareThis | 1,590 | 13.9% | 6 | 19.4% | Small employers, median headcount 6 |
| 1,558 | 13.6% | 6 | 18.9% | Small employers, median headcount 6 | |
| SocialStream | 549 | 4.8% | 8 | 17% | Small employers, median headcount 8 |
| Metricool | 392 | 3.4% | 9 | 16.8% | Small employers, median headcount 9 |
| 376 | 3.3% | 7 | 19.4% | Small employers, median headcount 7 | |
| SociableKIT | 354 | 3.1% | 8 | 14.8% | Small employers, median headcount 8 |
| Sassy Social Share | 285 | 2.5% | 7 | 20.4% | Small employers, median headcount 7 |
| Custom Twitter Feeds | 281 | 2.5% | 6 | 21% | Small employers, median headcount 6 |
| UltimatelySocial | 271 | 2.4% | 7 | 16.2% | Small employers, median headcount 7 |
| Shareiiit | 173 | 1.5% | — | — | View these companies in Firmbase → |
| Hootsuite | 172 | 1.5% | — | — | View these companies in Firmbase → |
| Buffer | 147 | 1.3% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading Social media system shifts with company size: among UK companies with under 10 employees, AddThis leads at 20.4% of the 7,412 with a detectable system; among UK companies with 10–50 employees, Instagram Feed for WordPress leads at 21.8% of the 3,481 with a detectable system; and among UK companies with over 50 employees, Instagram Feed for WordPress leads at 21.1% of the 535 with a detectable system.
Under 10 employees
20.4% of band
This is the largest band, with 7,412 companies, and it skews towards sharing tools: AddThis has the largest detected share at 20.4%. Instagram-oriented feeds still appear in volume, but the band is not dominated by one system.
10–50 employees
21.8% of band
Among 3,481 companies, Instagram Feed for WordPress has the largest detected share at 21.8%. The leader is still only just over one-fifth of the band, leaving room for several feed and sharing systems.
Over 50 employees
21.1% of band
The band contains 535 companies, with Instagram Feed for WordPress at 21.1%. Larger employers do not consolidate around one system; the largest detected share remains close to the 10–50 employee band.
How Social media usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
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UK companies by Social media
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Frequently asked questions
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