In my thesis, I first discuss the meaning of social media, and then I present the currently most popular platforms. I explain later what results have been achieved in 2022. I deal with the marketing role of social media and compare it with that of traditional media. I particularly highlight the role of influencer marketing. I compare the presence of two companies (Hungarian Aldi and Spar) on Instagram. Through primary research, I seek answers to the question of what impact online advertising has on Hungarian people and whether the information actually reaches the customers. I look for connections between the business performance and the visual appearance of the two companies.