Social media Used by UK B2C Companies: Market Share (2026)
Detected social media market share across 5,093 of 84,728 trading UK B2C companies, led by Instagram Feed for WordPress at 26.8% (1,365 companies).
Across 84,728 trading UK B2C companies, 5,093 have a detectable Social media system, with 16 systems identified. Instagram Feed for WordPress has the largest detected share at 26.8% (1,365), narrowly ahead of Smash Balloon Instagram Feed at 26.3% (1,342).
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Share and feed tools account for much of the visible market. AddThis appears on 21.3% (1,085), ShareThis on 13.8% (702), AddToAny on 11.2% (569), Twitter on 10.4% (528), SocialStream on 6.1% (312), and Pinterest on 3.6% (184).
Smaller employers favour Instagram Feed for WordPress: it has 25.2% of detected companies under 10 employees and 29.5% in the 10–50 band. Smash Balloon Instagram Feed has the largest share above 50 employees, at 29.9% of 224 detected companies, while 8 further systems cover 566 companies.
5,093
B2C with detected Social media
Of 84,728 UK B2C
6%
Detection rate
2026
16
Systems detected
In this category
26.8%
Leader share
Instagram Feed for WordPress
UK B2C Social media market share
Share of the 5,093 UK B2C with a detectable system. As of June 2026.
Social media compared
| System | UK B2C | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Instagram Feed for WordPress | 1,365 | 26.8% | 8 | 18.4% | 26.8% share, median 8 headcount |
| Smash Balloon Instagram Feed | 1,342 | 26.3% | 8 | 18.6% | 26.3% share, median 8 headcount |
| AddThis | 1,085 | 21.3% | 6 | 15.4% | 21.3% share, median 6 headcount |
| ShareThis | 702 | 13.8% | 6 | 18.7% | 13.8% share, median 6 headcount |
| AddToAny | 569 | 11.2% | 6 | 20% | 11.2% share, median 6 headcount |
| 528 | 10.4% | 7 | 15.9% | 10.4% share, median 7 headcount | |
| SocialStream | 312 | 6.1% | 8 | 17.3% | 6.1% share, median 8 headcount |
| 184 | 3.6% | 7 | 19% | 3.6% share, median 7 headcount | |
| Metricool | 150 | 2.9% | 10 | 18.7% | 2.9% share, median 10 headcount |
| UltimatelySocial | 115 | 2.3% | 8 | 13.9% | 2.3% share, median 8 headcount |
| Sassy Social Share | 109 | 2.1% | 9 | 20.2% | 2.1% share, median 9 headcount |
| SociableKIT | 99 | 1.9% | 8 | 14.1% | 1.9% share, median 8 headcount |
| Shareiiit | 87 | 1.7% | 9 | 21.8% | 1.7% share, median 9 headcount |
| Custom Twitter Feeds | 81 | 1.6% | 8 | 23.5% | 1.6% share, median 8 headcount |
| Buffer | 26 | 0.5% | — | — | View these companies in Firmbase → |
| Hootsuite | 17 | 0.3% | — | — | 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 B2C with under 10 employees, Instagram Feed for WordPress leads at 25.2% of the 3,212 with a detectable system; among UK B2C with 10–50 employees, Instagram Feed for WordPress leads at 29.5% of the 1,657 with a detectable system; and among UK B2C with over 50 employees, Smash Balloon Instagram Feed leads at 29.9% of the 224 with a detectable system.
Under 10 employees
25.2% of band
Instagram Feed for WordPress has the largest share in Under 10 employees, with 25.2% of 3,212 detected companies. Competition sits across a 16-system field, including Smash Balloon Instagram Feed, AddThis, ShareThis, AddToAny and Twitter.
10–50 employees
29.5% of band
Instagram Feed for WordPress also has the largest share in 10–50 employees, with 29.5% of 1,657 detected companies. This band contains most of the mid-sized B2C adopter base and still leaves room for share and feed tools such as Smash Balloon Instagram Feed, AddThis and ShareThis.
Over 50 employees
29.9% of band
Smash Balloon Instagram Feed has the largest share in Over 50 employees, with 29.9% of 224 detected companies. The band is smaller, but the system mix still spans the wider 16-system market.
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 B2C by Social media
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Frequently asked questions
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What is the best Social media for UK B2C companies?
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