Asian social trends reshape UK social media & influencer scene

Social media in the United Kingdom is poised for substantial change as Asian trends increasingly influence user and brand behaviour, according to a new report from Kolsquare.

The report by Kolsquare, a European influencer marketing platform, outlines several Asian-originating practices expected to shape the future of UK social media, including live shopping, user-generated content, and the rise of digital wallets. Some of these trends are already gaining ground in the UK, while others face slower adoption due to cultural and regulatory factors.

Katy Link, Head of Brand at Kolsquare, commented on the pace of change in the UK: "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."

Live shopping, which has a significant presence in China's multibillion-dollar livestreaming commerce industry, is one area where UK brands are increasingly experimenting. Platforms such as TikTok Shop and Instagram Live are being used to recreate immersive retail experiences online. While widespread adoption has yet to occur, evidence of consumer interest is apparent, with TikTok Shop UK achieving record-breaking sales during Black Friday 2024.

Another notable shift identified by the report is the move towards user-generated content (UGC). Brands are reportedly moving away from highly polished influencer campaigns in favour of more relatable, community-created material. The report states that 86% of brands plan to incorporate UGC into their customer interaction strategies this year. Research highlighted by Kolsquare shows that web pages featuring UGC have a 50% higher conversion rate, a trend supporting more authentic engagement and expanding collaboration with smaller-scale influencers, such as micro- and nano-influencers.

Gamification, commonly used by brands including Starbucks, McDonald's, and Nike, is also expected to play a bigger role in the UK market. By integrating game elements into loyalty programmes and virtual stores, brands hope to increase both user retention and interactive engagement. Kolsquare reports that the Asian gamification market was valued at more than USD $6 billion in 2023 and is continuing to grow, along with the rise in immersive experiences such as gamified virtual shops.

In parallel, digital wallets and integrated social commerce are coming to the fore. The report suggests that seamless payment integration is becoming essential for UK platforms, as brands and developers explore methods to allow users to browse, shop, and pay within a single app environment.

Another emerging trend is the growth of closed communities and reduced reliance on traditional social media platforms. Features like Instagram's broadcast channels and increased usage of Telegram reflect a move toward private, interest-based interactions. Content creators are investing more in private groups, channels, and newsletters, leading to less dependency on the algorithms of major social media platforms.

A further development is brands utilising employees as influencers. The practice, seen in China's beauty sector where in-store advisors act as social media influencers, is being noted in the UK as well. Companies such as Sephora have begun training employees to produce authentic content for social media channels.

Lucie Torres, Marketing Lead at Kolsquare, highlighted the significance of these shifts for UK businesses and creators. "With this international shift, UK brands and creators have an opportunity to reimagine how they connect with their audiences," she said. "Understanding and embracing these trends early will define tomorrow's winners in the influencer economy."

Kolsquare's report concludes that the increased adoption of these trends could signal a transformation in how brands use social media to engage with consumers in the UK, potentially reshaping the influencer economy and marketing landscape in the process.