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British teenagers are defecting from Facebook and preferring the more graphical Instagram and Snapchat. YouTube is extremely popular for video consumption, with British teens loving vloggers and YouTube personalities. British teenage girls also use social media at higher rate, with double the number reporting they are on it for more than 3 hours per day.

General Social Media Use by British Teenagers

  • 15-25 year olds in the UK use YouTube, Facebook and Instagram the most often.
  • A survey by regulator Ofcom found Facebook is the most popular social media platform among 12-15 year old British teenagers, at 31%. Instagram (23%), WhatsApp and Snapchat (31%) have all grown among this demographic in recent years.
  • However, Facebook has dropped slightly from 2017 levels, where 40% of this age group used it. Instagram seems to have taken up the slack, moving from 14% to 23%. This matches another study which showed that Facebook users dropped by 700,000 among 12-24 year olds.
  • The Ofcom survey does not separate out genders. However, it found that 89% of 12-15 year olds use YouTube and 58% watch video via OTT.
  • 49% of this age group said they prefer to watch video on YouTube versus a TV set. This represents a 3% increase from the year before.
  • 52% of this age group stated they watch vloggers/YouTube personalities on the platform.
  • Channel 4 recently launched a new distribution strategy targeting UK teens. They are investing in more short-and-medium form content to put on YouTube, Instagram, Snapchat and Facebook.
  • 17% of teenagers stated that Instagram is the most important social media platform for them.
  • While exact statistics are not yet available, TikTok is predicted to surge after its 2018 launch.

Specific Data on Teenage Girls and Social Media in the UK

  • Around 40% of 14-year-old girls use social media for more than 3 hours per day, compared to only 20% of boys.
  • Girls 12-15 years old report more often feeling pressured by social media to “look popular“. They have a preference for Snapchat due to its glamorizing filters (which they prefer to use more than “cute” animal ones).
  • Snapchat was reported as the most commonly-used platform among American teenage girls. Instagram was a close second.
  • Girls are also more likely to report depressive symptoms related to social media use than their male counterparts. 38% of heavy social media users, among female teenagers, reported signs of severe depression.
  • Worldwide, TikTok is less likely to be used by females, though almost all data is on a slightly older demographic of 16-24 year olds.

Top YouTube Influencers for UK Teenage Girls

The top YouTube influencers that appeal to girls between 13 and 16 years in the UK include Tanya Burr, Kierra Bridget, Kaushal Beauty, Samantha Maria, and Nikki Lilly.

1. TANYA BURR

  • Tanya Burr is an actor, makeup, and fashion vlogger on YouTube, with her primary audience in the UK.
  • Her content includes fashion, beauty tutorials, and lifestyle, among others.

WHY/HOW HER CONTENT IS APPEALING

  • The viewership for beauty & fashion content shows a significantly high percentage for females between the ages of 13 and 17 years.
  • Fashion is one of the top female interests on social media.
  • Data analytics from NoxInfluencer shows her core audience to be females from 13-44 years.

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2. KIERRA BRIDGET

  • Kierra Bridget is a 19-year-old English YouTuber known initially for her comedy and storytelling. She was also part of a popular collaborative YouTube channel called Trash.
  • Her YouTube content includes prank and challenge videos, comedy, fashion, and makeup videos.

WHY/HOW HER CONTENT IS APPEALING

  • Kierra Bridget shares the view that there are only a few female YouTube icons on the platforms that serve as role models for young girls in other categories besides makeup. As such, she creates content that is tailored to that demographic by sharing “funny experiences, doing crazy, out-of-their-comfort-zone stuff, with the hope of distracting viewers from anything bad that could be going on in their everyday lives.”
  • Also, according to HypeAuditor, 52% of Kierra Bridget’s core audience is interested in beauty & fashion, which is a top interest for females between the ages of 13 and 17 years.
  • Data analytics from NoxInfluencer shows her core audience to be females from 13-44 years.

SOCIAL MEDIA FOLLOWING

3. KAUSHAL BEAUTY

  • Kaushal is a blogger, vlogger, influencer, and beauty enthusiast. She is popularly known for her inspiring YouTube makeup videos.
  • Her content covers a wide range of makeup topics such as lip contouring, highlighting, Kylie Jenner-inspired makeup tutorials, and several How-tos. Kaushal Beauty’s content caters primarily to a UK audience.

WHY/HOW HER CONTENT IS APPEALING

  • Since her channel is devoted to female beauty, it can be assumed that her core audience is female. Having established that, the study by Starcount showed that 80% of adolescent girls in the UK have interests in beauty, popular music, lifestyle tips, and fashion. As such, girls between 13 and 16 years would be drawn to Kaushal Beauty’s content.
  • Data analytics from NoxInfluencer shows her core audience to be females from 13-44 years.

SOCIAL MEDIA FOLLOWING

4. SAMANTHA MARIA

WHY/HOW HER CONTENT IS APPEALING

  • Fashion is a leading social media interest among females. According to PMYB’s data, girls in the UK aged between 13 and 17 years are interested in beauty & fashion.
  • Also, Starcount’s study revealed that 68% of adolescent girls in the UK limit their social media interests to “beauty, fashion, and reality TV.”
  • Data analytics from NoxInfluencer shows her core audience to be females from 13-44 years.

SOCIAL MEDIA FOLLOWING

5. NIKKI LILLY

WHY/HOW HER CONTENT IS APPEALING

  • A study by Starcount named lifestyle as one of the interests of 80% of the adolescent girls in the UK, and Nikki Lilly’s channel has several lifestyle videos.
  • Data analytics from NoxInfluencer shows her core audience to be females from 13-44 years.

SOCIAL MEDIA FOLLOWING

TDM

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