Social media usage in Hungary - statistics & facts
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Social media usage has become one of the most common online activities in Hungary; however, when it comes to the leading platforms, there are notable differences compared to other countries. Facebook still dominates the social media scene, while newer photo and video sharing platforms lag behind. In 2024, almost every Hungarian internet user had a Facebook profile, with Instagram recording a penetration rate of only 55 percent.
With influencer advertising still being a rising trend in Hungary, expenditure on this form of advertising is expected to increase significantly over the next years. In 2030, influencer advertising spending is forecast to reach over 55 million U.S. dollars, marking an increase of more than 210 percent compared to 2020.
Instagram attracts younger crowds
While having a Facebook profile is prevalent in all demographic groups, Instagram is more popular among the younger generations. In March 2025, most of the platform’s users were between 25 and 34 years old, with women accounting for a higher share of the user base. Additionally, while over 40 percent of Facebook users were 45 years old or older, this figure reached only around 20 percent in the case of Instagram. However, on LinkedIn, the majority of users fell between the ages of 35 and 54, with Hungarians aged 25 to 34 being the second-largest group.Marketers will spend more on influencer advertising
Despite attracting fewer users than Facebook, Instagram and TikTok have become essential marketing channels, as more companies are incorporating influencer marketing into their communication strategies. I Influencer advertising is undoubtedly a powerful tool in the country, as in 2023, nearly half of Hungarians between the ages of 14 and 25 had made a purchase based on an influencer's recommendation. When it comes to the preferred influencer content types, Hungarians tend to use this format to inform themselves on current events, with product reviews ranking in second place.With influencer advertising still being a rising trend in Hungary, expenditure on this form of advertising is expected to increase significantly over the next years. In 2030, influencer advertising spending is forecast to reach over 55 million U.S. dollars, marking an increase of more than 210 percent compared to 2020.
