Two-thirds of respondents in the survey encounter fake news online.Continue reading
The Hungarian communication space has become platformized, making it difficult for market or public actors to assert themselves without a presence in social media, according to a recent research commissioned by the National Media and Infocommunications Authority (NMHH).
According to the research, the media authority’s current study looked at around three million posts on the 300 most popular Facebook pages in Hungary, created between 2021 and 2024.
Of these, sports news attracted the most likes and other reactions, political posts received the most comments, while recipes achieved the most shares.
The most popular posts were memes related to everyday life, big announcements about life and death, news about celebrities, athletes, musicians, quick and easy recipes, touching stories, quotes, and esoteric content.
The animal rescue site “Wegera the Communicator” had the most shares during the period, with almost 3.9 million, and the most shared post, with almost 39,000, while the Nemzeti Sport Online post had the most reactions, with around 55 million, they said.
The number of people reached by a post is closely linked to how often the site posts, the study found: for example, online news portals typically publish several posts per hour, but these are less likely to move users, while posts by public figures who post less frequently, once or twice a day, can reach many people, the research said.
The research also highlighted that
Facebook’s stated and implied expectations determine what content producers produce, when, and how much.
Content producers need to tailor their posts to Facebook’s expectations and tastes, otherwise they may become invisible to users, they wrote.
As in other sectors of the economy, Facebook is characterized by a small number of players who carry a lot of the traffic: more than half of the posts surveyed were published by the top 20 most popular pages. Most of the 300 pages surveyed, 42% of which were the pages of a public figure, were also the most successful in reaching users: seventeen of the twenty pages most interacted with were those of public figures.
Via MTI, Featured photo via Pixabay