72% of UK consumers discover businesses via social media in 2026, with TikTok overtaking Google for under-30s. Inconsistent handles across platforms reduce brand recall by 43%. Handle strategy now precedes name selection.
TikTok Overtakes Google
18-29 year olds search TikTok first, Google second. Business without TikTok handle invisible to Gen Z consumers.
The Handle-First Approach
Check handle availability before finalizing business name. @yourbrand available on TikTok, Instagram, Twitter, LinkedIn? If not, choose different name.
Platform Priority Rankings 2026
1. TikTok (consumer brands), 2. Instagram (visual brands), 3. LinkedIn (B2B), 4. Twitter/X (news/tech), 5. YouTube (long-form).
The Underscore Trap
@yourbrand taken? Using @your_brand splits your audience. Customers can't remember if you have underscore or not.
The Workaround
Add geographic or category modifier. @yourbrand_uk or @yourbrand_official. Consistent suffix across all platforms.
Handle Squatting in 2026
Professional squatters register brand handles on emerging platforms. Bluesky, Threads, Mastodon - all targets.
Purchase vs Rebrand Decision
Buying @yourbrand from squatter: £500-5,000. Rebranding entire company: £50,000+. Usually cheaper to buy handle.
The Verification Strategy
Meta, Twitter, TikTok all offer business verification. Verified badge helps customers find real account among impersonators.
Warning: Register handles on emerging platforms immediately. Threads, Bluesky, new networks launch without brand protection.