Since February 2022, Ukraine has been in a state of constant threat due to a military invasion. In this regard, the activities of enterprises, in particular marketing, require the development of new approaches for survival and development. Social media marketing and advertising can be a particularly powerful tool in these circumstances. The consumer's awareness of the company's news and product range updates, live communication with the client, prompt resolution of controversial and conflicting situations and, in general, constant presence in the information field - this is far from a complete list of advantages that are open to businesses when using social networks. In turn, well-planned targeted advertising allows you to expand the target market almost limitlessly, attracting the most potential age, social and gender groups.