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Social media advertising and marketing in Europe - statistics & facts

Social media has become one of the leading sources of inspiration and entertainment. As internet users worldwide come across new brands and products on their feeds, it is no surprise that social media has become one of the most popular and effective digital marketing tools. More companies are embracing the power of social for promotion than ever. In Europe, one of the most multi-faceted social media markets worldwide, this trend has certainly been noticed, too. The number of social network users in Europe keeps climbing every year, and along with it are European marketers' investments in social media activities.

The big three

Social media is one of the most invested-in marketing channels among European companies. The most prominent social media advertising market in Europe is the United Kingdom, followed by the other two significant advertising forces of Germany and France. In 2023, British social media's ad spending stood at almost 10 billion U.S. dollars, accounting for around 15 percent of the country's total marketing budget. Regarding segment growth, France's value stood at ten percent for 2022, while the UK reached a bit over seven percent the same year. As the medium grows worldwide, the big three of Europe seem to be on the right track of increasing in parallel to global trends. In terms of how customers approach brands in the three respective markets, the UK and France have more in common since their users deploy search engines the most for product discovery. On the other hand, German users are a bit more traditional and rely on TV ads to do that job.

The potential of smaller but powerful markets

Social media is a powerful marketing tool in Spain and the Netherlands' smaller but significant European markets. Albeit different in size, their economic powers allow them to be part of the top five social media advertising markets in Western Europe. When it comes to branding on social media platforms, both states have versatile approaches. In Spain, for example, in early 2023, brands that gained the most traction on social media in terms of following were media and entertainment, followed by brands from the travel and beauty categories. As one of the digital hubs of the continent, the Netherlands was forecast to see its social media ad market continue to expand. In 2022, keeping true to its digital reputation, product and brand discovery in the country happened primarily via search engines and price comparison websites.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Social media ad spend worldwide: 207bn USD

Social media ad spend in Europe: 10.9bn EUR

Largest social media ad market in Europe: United Kingdom

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Social media advertising spending in Europe from 2016 to 2022 (in billion euros)

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Social media ad spend in Europe 2016-2022

Social media advertising spending in selected countries in Europe in 2022 (in million U.S. dollars)

Online Advertising

Digital Market Outlook: social media advertising spending in European countries 2022

Social media advertising spending in Europe from 2019 to 2022, by format (in billion euros)

Online Advertising

Social media ad spend in Europe 2019-2022, by format

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Overview

Premium Statistic Social media ad spend in Europe 2016-2022
Social media ad spend in Europe 2016-2022
Social media advertising spending in Europe from 2016 to 2022 (in billion euros)
Premium Statistic Social media ad spend growth in Europe 2017-2022
Social media ad spend growth in Europe 2017-2022
Change in social media advertising spending in Europe from 2017 to 2022
Premium Statistic Digital Market Outlook: social media advertising spending in European countries 2022
Digital Market Outlook: social media advertising spending in European countries 2022
Social media advertising spending in selected countries in Europe in 2022 (in million U.S. dollars)
Premium Statistic Social media ad spend in Europe 2019-2022, by format
Social media ad spend in Europe 2019-2022, by format
Social media advertising spending in Europe from 2019 to 2022, by format (in billion euros)
Premium Statistic Salaries of social media marketers in Europe 2023
Salaries of social media marketers in Europe 2023
Average monthly salary of a social media specialist in selected countries in Europe as of January 2023
Premium Statistic Social media users in Europe 2020-2029
Social media users in Europe 2020-2029
Number of social media users in Europe from 2020 to 2029 (in millions)
Premium Statistic Average daily social media use in selected European countries 2023
Average daily social media use in selected European countries 2023
Average daily social media use via any device in selected European countries during the 3rd quarter of 2023 (hours.minutes)

United Kingdom

Premium Statistic Marketing budgets in the UK 2022-2023, by platform
Marketing budgets in the UK 2022-2023, by platform
Distribution of marketing budgets in the United Kingdom in 2022 and 2023, by platform
Premium Statistic Marketing expenditure growth in the UK 2023, by type
Marketing expenditure growth in the UK 2023, by type
Change in marketing spending in for-profit companies in the United Kingdom (UK) in 2023, by type
Premium Statistic Revenue of the social media advertising industry in the UK 2019-2028
Revenue of the social media advertising industry in the UK 2019-2028
Revenue of the social media advertising market in the United Kingdom from 2019 to 2028 (in billion U.S. dollars)
Premium Statistic Share of social in marketing budgets in the UK 2023
Share of social in marketing budgets in the UK 2023
Share of social in marketing budgets in the United Kingdom (UK) as of February 2023
Premium Statistic Revenue growth of social media advertising in the UK 2019-2028
Revenue growth of social media advertising in the UK 2019-2028
Revenue growth of social media advertising in the United Kingdom from 2019 to 2028
Premium Statistic Social media used by small business in the UK 2023
Social media used by small business in the UK 2023
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Germany

Premium Statistic Digital marketing spend in Germany 2023, by type
Digital marketing spend in Germany 2023, by type
Digital marketing spending in Germany in 2023, by type (in billion euros)
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Leading social media platforms used for marketing Austria, Germany & Switzerland 2022
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Advertising influence on shopping in Germany 2023, by type of advertisement
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Main channels of new brand discovery Germany Q3 2023
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Consumer attitudes towards targeted ads in Germany 2023
Consumer attitudes towards targeted advertising in Germany as of July 2023

France

Premium Statistic Digital Market Outlook: social media ad revenue in France 2019-2028, by device
Digital Market Outlook: social media ad revenue in France 2019-2028, by device
Social media advertising revenue in France from 2019 to 2028, by device (in billion U.S. dollars)
Premium Statistic Social media ad spend in France 2019-2023
Social media ad spend in France 2019-2023
Social media advertising spending in France from 2019 to 2023 (in billion euros)
Premium Statistic Social media ad spend growth in France 2020-2023
Social media ad spend growth in France 2020-2023
Change in social media advertising spending in France in 2020 to 2023
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Top social media for influencer marketing in France 2023
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Premium Statistic New brand discovery channels in France 2024
New brand discovery channels in France 2024
Share of internet users in France who discover new brands and products via select channels as of January 2024

Spain

Premium Statistic Digital advertising spending in Spain 2023, by purchase method
Digital advertising spending in Spain 2023, by purchase method
Distribution of digital advertising spending in Spain in July and August 2023, by purchase method
Premium Statistic Social media ad spend in Spain 2019-2022
Social media ad spend in Spain 2019-2022
Social media advertising spending in Spain from 2019 to 2022 (in million euros)
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Preferred frequency of brands posting on social media in Spain 2023
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Most popular ad formats on social media according to consumers in Spain 2023
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Premium Statistic Attitude towards advertising on social networks in Spain 2023
Attitude towards advertising on social networks in Spain 2023
Attitudes towards social media advertising among social media users in Spain as of March 2023

Netherlands

Premium Statistic Social media ad spend in the Netherlands 2018-2029
Social media ad spend in the Netherlands 2018-2029
Social media advertising spending in the Netherlands from 2018 to 2029 (in billion euros)
Premium Statistic Digital Market Outlook: social media ad spend in Netherlands 2019-2028, by device
Digital Market Outlook: social media ad spend in Netherlands 2019-2028, by device
Social media advertising spending in the Netherlands from 2019 to 2028, by device (in billion U.S. dollars)
Premium Statistic Attitudes towards online advertising in the Netherlands 2023
Attitudes towards online advertising in the Netherlands 2023
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New brand discovery channels in the Netherlands 2022
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Primary brand and product online research channels according to internet users in the Netherlands as of 3rd quarter 2022

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