The new era of digitalization in which we live has been marked by various emerging types of promotion. Social networks have greatly stimulated the growth of new trends, spreading ideas and creating a global phenomenon of communication and promotion. While for some they still serve only as a medium for transmitting information and news, for most they have brought major changes in various spheres of life. To connect with their target audience, brands have begun to involve their followers not only in the promotion and advertising of their services and products but also in their creation and development. This approach brought a sense of belonging to both individuals and groups and managed to create a virtual community of loyal customers and followers. The easy use of social networks and the feeling of virtual connection have encouraged various brands to prioritize digital strategies. Such an approach has greatly facilitated the analysis of consumer habits of the target audience, but also the collection of data that now allows tailoring services and products to what customers need and want. The final paper explains some of the basic concepts; marketing mix, consumer behaviour, promotion, market research, digital marketing and its strategies. The work is rounded off with an example of the use of social networks by the brand "Bolero", which is easily implemented in the daily lives of its customers. They used their social media channels to inform their customers and the target audience, bringing them closer and creating a healthy lifestyle community, and achieving the overall identity of their brand. Although already reaching exponential growth and development, social networks and digital media are certainly continuing their upward trajectory. Using digital platforms, many brands have reached a new level of transparency for their communication.