Wesconnex Ltd

Using the full potential of UK media for better growth

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It’s a surprising fact to many marketers in the UK, that the average UK citizen watches 17 minutes of TV advertising each day, but only one minute of online video advertising (WARC Research, 2019). This surprises many people because they’re constantly told that traditional media is dead and any marketing other than online marketing is a waste of time. And while it is true that online marketing (that term includes SEO, PPC, video and email) should be a part of any brands communications it’s important to look at the way that UK consumers actually use media in order to make informed decisions about what is the right mix for a particular brand.

This is true for any brand entering the UK market, but especially so for Chinese brands, given that the overall media landscape, and especially the online ecosystem, are completely different. While the Chinese market is more heavily skewed towards digital, in the UK there is more of an equilibrium to strike between online and offline channels.

Let’s look at the reality of how adults in the UK aged +15 consume media (Source: IPA, 2019). In the chart below we can see that overall consumers spend more time watching TV than browsing the internet and using social media combined. Because of the structure and evolution of broadcast television, UK consumers continue to have a close relationship with the broadcast TV brands and it remain an important media for entertainment and news. When the UK Prime Minister recently made a TV broadcast about the Corona Virus, it was watched by the third highest TV audience ever, 40% of the population (27 million people).

But what about the habits of a younger demographic, so called digital natives? Looking at the chart below for consumers aged 16-34, the percentage of time spent watching broadcast TV has fallen from the all adults figure of 34% to 19% for ages 16 – 34. Young people generally have busy social lives so it’s not surprising that they watch less television.

But what about their consumption of online media? In some aspects the difference between all adults and adults 16-34 is small. For example, general browsing of the internet is almost the same for all adults and those aged 16-34 (17% Vs 19% respectively).

There is a bigger difference when it comes to social media usage. Those aged 16-34 19% of their media consumption is on social media, but for all adults the figure is 9%. There is also a big difference with Messaging, emailing and texting (ages 16-34 16% Vs all adults 9%), but these media are generally not useful to brands trying to grow their brands.

In the UK which are the most popular social media? According to research by YouGov (2019), Facebook is the most popular, Youtube is second, Instagram third and Twitter fourth.

FACEBOOK 78% of UK internet users use Facebook and approximately 71% of UK adults (+13 years old) can be reached with ads on the platform. However, it’s not just the young that use Facebook. 37% of its users are aged 35 – 54. This is older than the UK average, where across all social media only 17% of users are aged 35 – 54.

YOUTUBE Although Youtube is a video viewing platform and not strictly social media, in 2019, 37.1 million UK adults used Youtube. In addition to the millions of cat videos, in the last couple of years product review videos have become increasingly popular with consumers who like to be able to see how a product works.

INSTAGRAM There are about 24 million Instagram users in the UK. The gender split is slightly skewed towards females (54% vs 46% males). Instagram is a popular choice with fashion brands for promoting their latest clothing.

TWITTER According to Twitter, 13.6 million people in the UK can be reached by advertising. Twitter users are more likely to be male (60% male and 40% female). Many brands use Twitter as a consumer communication channel, handling consumer enquiries and complaints, and announcing new product launches, sales, etc. All the above social media have been in the UK for many years with established audiences and slow growth, but the fastest growing social media app is TikTok, the name for Douyin in Western markets. More UK teenagers are now using TikTok than Snapchat and Twitter. Not only is the social media landscape different in the UK compared to China, but so is the way consumers use social media. While the average time spent on social media is similar: 1 hour 50 minutes in the UK Vs 2 hours 6 minutes in China (Source: Statistica, 2019), behaviours are a little bit different. Both Chinese and UK consumers like reading reviews on social media, but UK consumers are, in general, more sceptical and less likely to make purchasing decisions based on the recommendations that they find online. The recommendations of Chinese key opinion leaders have become important marketing tools because consumers see them as experts on different subjects. But in the UK, influencers have a less influential role. Their content is seen more as entertainment as there is general consumer awareness that the influencer is being paid or trading access to a brand for impartiality, therefore their comments should be taken with a pinch of salt. The type of influencer that is popular is also different in the UK. The most popular influencers are typically entertainment brands, for example, of the top 10 Facebook influencers in terms of engagement, six are football clubs and one is the Premier League itself. Of the other three, two are media (the BBC and the Daily Mail newspaper) and the other is the Mercedes Formula 1 team.

The same pattern is repeated with hashtags. The most popular also relate to entertainment brands, for example, the TV programme Love Island, or the football club Manchester United, or big events like elections or Brexit, or generic hashtags like #competition, or #giveaway.

The topic area of a post can affect when consumers are most likely to interact with it. The best times for brands to use social media are generally in the middle of the week, but technology brands generally get the highest engagement by posting on Wednesday, around 9.00am – 10.00am. For technology brands there is also a second peak on Friday at about 7.00am, but this not the same for consumer goods brands which get the highest interactions on Wednesday afternoon around 3-4pm. The differences in interaction are small, but over time they add up to make a big difference to the effectiveness of a brand’s communications.

There are many considerations when deciding on the right media, and the right time to use it for your brand. Of course there are some obvious choices, like PPC and Search, that almost every brand can benefit from, but even getting the most out of these media requires local knowledge and experience. Many brands don’t use any other media, but in our experience this is a mistake that ultimately limits their growth because they are missing out a sizeable section of their target audience. They are also missing out on the multiplier effect of using different media together.

When adding offline media to their mix a brand can reach new customers with the added benefit that the offline media can give a boost to the performance of their PPC and Search as more consumers become aware of the brands name. In the UK many media are much cheaper than expected and used by a wide range of smaller and start-up companies. For example, in 2018 (Source, BARB 2018) 400 first time TV advertisers spent less than GBP10,000 and 250 spent less than GBP5,000. Not only did their TV ads drive sales, but thanks to the multiplier effect these brands benefitted from an average increase in overall marketing effectiveness of 45% (Source: Thinkbox, 2019).

For a detailed understanding of UK media and how to make the best choices to drive growth for your brand contact us.

Wesconnex is a unique marketing agency, established to help emerging Chinese brands grow faster and more efficiently in the UK. We provide localised Marketing Strategy & Planning, Ad Optimisation and Creation, and Content Marketing.


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Where are we?

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Work with us: TikTok Live Presenter

JOB: Part-time Freelance TikTok Live Presenter Freelance Presenter Company: Wesconnex Part-time Freelance position (Evenings, Saturdays and Sundays) with potential for the role to grow. Do

Jackie Ho

E-Commerce Executive

Graduate of BSc Finance and MSc Marketing with exceptional experience in consulting firms and large FMCG businesses like L’Oreal. Strong analytical abilities and high sensitivity to data allow me to undertake in-depth market and industry research. Fast-paced workplaces have taught me to be ready for challenges and changes, which is exciting!
As a self-motivator, my passion is actively seeking out new solutions and pushing myself beyond my comfort zone. It’s fascinating to be responsible for live streaming performance analysis and product management while adopting supply chain management since working as an EC executive pushes my multitask and time management skills to the next level (I absolutely love my job).

I am also a short video creator. Commitment to bringing happiness to everyone is my purpose in life!

Nana Dembele

TikTok MCN Creator Executive Executive

I have 2 years in Personal and Executive Assistance within creative industries and creative people. Supporting CEOs with the growth of their businesses and teams. I have begun my Talent Management journey with Wesconnex and I am enjoying the journey so far!
My personal interest lies within self-development and continued learning about everything and anything!
Likes: Picking up random hobbies like knitting and painting & Music!!

Madison Travers

Creator Executive and TikTok Live Presenter

I have a background in Social Media and Events Marketing and have recently graduated with a Masters Degree in English Literature.

My skills include: Creator/Influencer Recruitment; Live stream presenting;  Online content creation and Content management.

Archie (cat)

Marketing Assistant (remote)

Working remotely enables me to feed into the team whilst living the life I want to live.

I find I gain most of my inspiration from staring out of the window for hours on end, daily and I am passionate about the benefits of sleeping for 70% of the time, a sleeping mind is a creative one, I always say. I enjoy collaborating in team meetings and I am not afraid to make my feelings known by interrupting meetings unexpectedly.

Likes: Cheese, Sleeping, Attention

Dislikes: Interrupted sleep, Mice, Stupid dogs

Julia Bykowska

TikTok Live Presenter

BA (Hons) Fashion Business and Promotion Graduate with previous experience within marketing and promotion. I am an ambitious, organised and creative individual with specialist adobe skills, as well as creative initiative, attention to detail and a high level of communication skills.

Due to my elevated social media awareness and natural passion, my spare time is filled with running various social media accounts including a fashion styling and a university account.

Corey Brown

Paid Media Manager

Experienced Paid Media Manager specialising in B2C TikTok Marketing. My experience reaches to all areas of paid media management including: Facebook advertising, Google Ads, Microsoft Ads and affiliate marketing.

Phoebe Jones

Content Creator & Presenter

After recently graduating with a BA (Hons) in Event Management from Bournemouth University, I am continuing to develop my interest in management practises. Currently, I’m completing my master’s in Marketing Management at Bournemouth University and am expected to become a post-graduate in late 2021. The experiences I received from working as a volunteer and through Events Management are what have inspired me to learn more in the industry of marketing management.

My education has prepared me with the skills to enter industries of interest by teaching me fundamental principles to succeed in a working environment and make a positive impact on the people around me.

Once I graduate, I am looking forward to what’s ahead of me when starting my career path in marketing or events, so if you have any opportunities please get in contact if you are around the Dorset or Midlands area, I would love to connect!

Olivia Wheeler

TikTok Creator Manager

I am an experienced creative specialising in production and talent relationship management.
I have a proven track record of managing and developing content for companies across all platforms. My experience spans from working at one the fastest growing companies in the UK producing and managing relationships for MCN content to working as an Account Manager for a Non-Profit Organisation helping them to build their following and awareness as well as developing relationships with current and new charities.
I am now helping to find and aid the best-suited talent to grow their TikTok Shop Platforms.

Jon Colen

Digital Marketing Manager

In a nutshell, I’m an enthusiastic, ambitious people person, with extensive experience in B2B and digital marketing management. I have a passion for brand, strategy and audience growth.

After ten years of growing my skills and knowledge in the world of B2B marketing, getting great results by developing; strategies, planning, management, budgeting, relationships with suppliers and partners, content, social media, events and communications, I am now excited to have moved into the exploding world of Tiktok and Tiktok live.

I help brands sell more products to engaged communities that we have developed using tested strategies that we are constantly developing to stay ahead of trends.

I’m on a journey with the goal of becoming a go-to guy for marketing strategy for brands that want to sell more of their awesome products.

Mindset | Marketing | Wealth | Fitness …and Bovril connoisseur.

Sara Guo

Founder and CEO

Since 2009, I have lived in the UK to do network marketing, e-commerce related work. I have served brand landing and digital media implementation across Europe, the United States and Australia.

I have specialist skills in Digital Marketing. I passionate about getting my Clients the support they and their customers need.