Billion-dollar market and fragile credibility – this is how Hungarian influencer marketing is transforming

By: Trademagazin Date: 2025. 05. 23. 10:59

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The domestic market for influencer marketing is showing dynamic growth: according to IAB Hungary, the sector’s advertising spending will amount to HUF 8.1 billion in 2024, which is a 31% increase compared to the previous year. However, the content flooding social media and the constantly expanding range of content producers increasingly raise the question: what makes someone a credible influencer, and to what extent do followers see through advertising content? – points out an article by mfor.hu.

The new campaign of the Hungarian Competition Authority (GVH) – “Think it through calmly!” – this time addresses consumers who blindly follow, emphasizing that a high number of followers in itself is no guarantee of credibility or the real quality of the recommended products. According to the GVH investigation, only 20% of influencers consistently label their posts when they publish paid content – this rate is the same as the European average in Hungary.

The industry is trying to bring content production into a regulated framework. Those who work with agencies undertake a contractual obligation to comply with the law, for example to use the hashtag #reklám or #hledíst. Yet it is a common problem that many people – even out of ignorance – fail to indicate when it comes to promotional gifts or collaborations. The GVH has therefore already initiated proceedings against several Hungarian influencers on suspicion of unlawful commercial practices.

However, credibility does not only depend on following the rules. In the long run, followers value influencers who remain true to their own style and values, do not change their opinions every week, and only participate in campaigns for brands with which they can truly identify. “In most cases, influencers who have become known not through conscious construction, but through natural development, work well,” said Ádám Horváth, founder of NuHeadz Talent Management.

According to IAB Hungary, the growth is partly fueled by the fact that more and more content producers are paying attention to the regular application of advertising marking, so measurements are also more accurate. Among the content published on Facebook, Instagram, TikTok and YouTube platforms, the video format dominated everywhere in 2024. The expansion of the market also shows that advertisers continue to trust the reach potential of influencers – but transparency and authentic communication are essential to maintain trust.