Social media Used by UK B2B Companies: Market Share (2026)
Among 6,139 UK B2B companies with detectable social media systems, AddThis has the largest detected share at 17.9%, ahead of Twitter and AddToAny.
Among 112,345 trading UK B2B companies, 6,139 have a detectable Social media system. The market is split across 16 systems rather than concentrated around one tool: AddThis accounts for 17.9% (1,096), Twitter for 16.0% (984), AddToAny for 15.7% (964), Instagram Feed for WordPress for 15.2% (931), Smash Balloon Instagram Feed for 14.9% (913), and ShareThis for 14.2% (874).
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Usage changes by employee band. AddThis has the largest detected share among Under 10 employees at 18.8% of 3,922 companies, Twitter leads the 10–50 employees band at 17.4% of 1,915 companies, and AddToAny leads Over 50 employees at 16.2% of 302 companies.
The long tail is still visible. SociableKIT covers 4.0% (247) and SocialStream covers 3.8% (236), while 8 further systems cover 1,011 companies.
6,139
B2B with detected Social media
Of 112,345 UK B2B
5.5%
Detection rate
2026
16
Systems detected
In this category
17.9%
Leader share
AddThis
UK B2B Social media market share
Share of the 6,139 UK B2B with a detectable system. As of June 2026.
Social media compared
| System | UK B2B | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| AddThis | 1,096 | 17.9% | 6 | 17.7% | Micro B2B sites, broad UK spread |
| 984 | 16% | 7 | 19% | Small B2B firms, London-skewed usage | |
| AddToAny | 964 | 15.7% | 6 | 23.1% | Micro firms, higher London share |
| Instagram Feed for WordPress | 931 | 15.2% | 7 | 17.6% | Small sites, Instagram-led embeds |
| Smash Balloon Instagram Feed | 913 | 14.9% | 7 | 17.6% | Small sites, Instagram feed embeds |
| ShareThis | 874 | 14.2% | 6 | 17.5% | Micro sites, broad sharing widgets |
| SociableKIT | 247 | 4% | 8 | 15.4% | Small firms, embedded social feeds |
| SocialStream | 236 | 3.8% | 8 | 14.8% | Small firms, social stream embeds |
| Metricool | 220 | 3.6% | 9 | 14.5% | Small firms, slightly larger teams |
| 216 | 3.5% | 7 | 18.5% | Small firms, visual social links | |
| Custom Twitter Feeds | 176 | 2.9% | 6 | 19.9% | Micro firms, Twitter feed embeds |
| Sassy Social Share | 174 | 2.8% | 6 | 20.1% | Micro firms, social share buttons |
| Hootsuite | 154 | 2.5% | 8 | 28.6% | Small firms, high London share |
| UltimatelySocial | 148 | 2.4% | 7 | 17.6% | Small firms, share button plugins |
| Buffer | 111 | 1.8% | 7 | 20.7% | Small firms, London-skewed scheduling |
| Shareiiit | 74 | 1.2% | 8 | 18.9% | Small firms, lower-volume sharing |
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 B2B with under 10 employees, AddThis leads at 18.8% of the 3,922 with a detectable system; among UK B2B with 10–50 employees, Twitter leads at 17.4% of the 1,915 with a detectable system; and among UK B2B with over 50 employees, AddToAny leads at 16.2% of the 302 with a detectable system.
Under 10 employees
18.8% of band
This is the largest band, with 3,922 companies and a preference for lighter website sharing and embedded feed tools. AddThis has the largest detected share at 18.8%, with several WordPress-oriented systems close enough to keep the market fragmented.
10–50 employees
17.4% of band
The 10–50 employees band covers 1,915 companies and shifts slightly towards account-led social channels and feed integrations. Twitter has the largest detected share at 17.4%, ahead of the other high-volume sharing and display systems.
Over 50 employees
16.2% of band
The Over 50 employees band is smaller, at 302 companies, and no single system dominates. AddToAny has the largest detected share at 16.2%, with competing tools still distributed across the same broad set of social sharing and embedded feed formats.
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 B2B by Social media
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Frequently asked questions
What is the most-used Social media among UK B2B companies?
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