In 2020, 87 percent of Hungarian internet users had a Facebook account, making it the most widely used social network in the country. The Hungarian version of Facebook was launched in 2008 and quickly gained popularity. Its use was so extensive and an almost essential part of people’s everyday lives that for many it became the primary channel of communication. In 2018, over 70 percent of the platform’s Hungarian users checked their accounts several times a day. The same year, over 10 percent of Facebook users posted daily and more than 15 percent of Facebookers shared content several times a week.
Younger generations seemingly prefer Instagram over Facebook, as the majority of Facebook users were aged between 25 and 34 years, while the biggest share of Instagrammers was between 18 and 24 years of age in 2020. In recent years, Instagram, the primarily photo-sharing platform, became an inevitable marketing channel, as a great share of its users also follow brand and company profiles, not to mention the evergrowing role of influencers.
According to a study, in 2019, over one-third of young Hungarians followed three to five influencers actively, while over 15 percent of them followed more than 10 influencers. Hungarians belonging to generations Y and Z were predominantly interested in domestic influencers, but almost one-third of them followed foreign and Hungarian influencers in the same proportion, and over 15 percent preferred mostly or only foreign influencers. Compared to other countries, Hungarian influencers had a considerably high engagement rate on Instagram in 2020, especially the ones with under five thousand followers.
While Facebook and YouTube had already established themselves in Hungary, Instagram only gained popularity in recent years, reaching over two million users as of May 2020. Facebook Messenger, Skype, and Viber were also popular platforms with Hungarians, but Twitter use never became widespread.