Social networks as new mass communication media enable the consumer to actively use, socialize, follow, interpret and share media content and forms, all for the purpose of informing, shopping, entertainment and education, so companies that are not branded and don't communicate with their users through social networks properly or don't use them at all, inevitably lose the battle with their competition. Pressed by drastic market changes, a large number of companies in Croatia have embarked on this market competition, and social networks are flooded with brand content of all possible goods and services, so it is more than ever important to create an individualized and closer relationship with the customer which makes competitive advantage. In order to do this it is extremely important to know the customer well and also to understand his problems, desires, passions, doubts, interests, habits, strengths and weaknesses. Digital platforms offer highly functional sales tools which brands effectively are using to reach the target audience on social networks, but sales that rely solely on that kind of ad formats today is not enough because of the reasons mentioned before. Therefore it is necessary to offer to the audience relevant content with values that they can be identified with and also to offer content that is solving some of their potential problems.