Social media in the CEE media markets in 2024

In 2024, social media consolidated its role as a cornerstone of advertising strategies across Central and Eastern Europe. Platforms such as TikTok, Instagram, YouTube, and Meta (Facebook) continued to dominate, becoming indispensable for both brand awareness and performance marketing.

Short-form video formats - from TikTok clips to Instagram Reels and YouTube Shorts - proved to be the most dynamic drivers of growth, reflecting changing consumption habits, especially among younger demographics.

The year was marked by a shift toward mobile-first strategies, as advertisers increasingly designed content tailored for stories, reels, and feeds. This trend was reinforced by the rapid expansion of influencer marketing, which became an established part of campaign planning across the region. In Hungary, for example, influencer spending rose by 34%, underlining how deeply integrated creators have become in the advertising ecosystem.