UK social media set for radical shift as Asian trends take hold

According to a new report from Europe’s leading influencer marketing platform Kolsquare, social media is set to change radically as the UK adopts trends that are already widespread in Asia. Some common Asian practices such as live shopping are already beginning to take off in the UK. In contrast, others are slow to get off the ground due to cultural and regulatory differences. “The UK is the fastest-moving market in Europe when it comes to adopting Asian trends. Leveraging livestream formats, hugely popular in China, is gaining serious traction. TikTok shop UK saw a surge in 131% of shoppers over Black Friday, with users tuning into 6,000 livestream sessions per day,” says Katy Link, head of brand at Kolsquare.The key Asian trends expected to reshape UK social media according to Kolsquare’s

International Trends Guide are - 

1. Live shopping - inspired by China’s billion-dollar livestreaming commerce industry, UK brands are experimenting with TikTok Shop and Instagram Live features to recreate the immersive retail experience. Although adoption is not yet widespread, Black Friday 2024 saw record-breaking sales via TikTok Shop, hinting at growing consumer appetite.

2. The rise of UGC creators - brands are moving away from polished influencer content in favour of relatable, user-generated content (UGC) - this year, 86% of brands will use UGC content to interact with their customers. Research shows that web pages with UGC have a 50% higher conversion rate. This shift boosts authenticity and opens up new collaboration models with micro- and nano-influencers, fostering greater trust and engagement.

3. Gamification for loyalty - drawing on strategies popularised by brands like Starbucks, Mcdonald's and Nike, UK marketers are integrating gamification into their loyalty programmes and virtual stores to increase user retention and interactive engagement. The Asian gamification market was worth more than $6bn in 2023 and continues to grow while immersive experiences such as gamified virtual shops are also a growing trend.

4. Digital wallets and social commerce integration: -  seamless payment integration is becoming necessary. UK platforms are now exploring ways to allow users to browse, shop, and pay without leaving the app.

5. Closed communities and less dependency on social media platforms -  social media is moving toward more private, interest-led experiences. Instagram’s new broadcast channels and Telegram’s booming growth signal a shift away from mass communication to more direct, curated engagement. Content creators are also investing in private spaces, groups, channels and newsletters and will therefore be less dependent on social media algorithms. 

6. Using employees as brand ambassadors - in China, particularly in the beauty sector, brands train their in-store advisors to be influencers. UK brands such as Sephora are using this trend, which trains employees to create authentic social media content.

   
   

“With this international shift, UK brands and creators have an opportunity to reimagine how they connect with their audiences,” said Lucie Torres, Marketing Lead at Kolsquare. “Understanding and embracing these trends early will define tomorrow’s winners in the influencer economy.”For more details, access the full Kolsquare International Trends Guide here.