The growing influence of social media on the formation of public opinion, as well as on the dynamics of marketing strategies. In the context of the digitalization of the market, companies are forced to take into account new linguistic and cultural codes that are actively developing in the online environment. Analyze the language strategies and communication practices of social networks as a brand promotion tool, as well as to identify key factors of their effectiveness. The integrated use of such methods as content analysis, case method, audience interaction analysis, survey method, comparative analysis will provide a comprehensive approach to studying the role of social networks as a brand promotion tool through the analysis of both theoretical aspects and practical examples. Premium brands use restrained and sophisticated language, focusing on exclusivity and high quality, which contributes to the formation of the brand's image as a symbol of status and prestige. Mass brands use a more accessible and emotionally intense communication style, targeting a wide range of consumers and actively using social trends to increase audience engagement. Emotionally rich content plays a key role in increasing consumer engagement and loyalty, creating a deeper connection with the audience and increasing its engagement. Effective language strategies and well chosen communication practices on social media contribute to increased brand awareness and consumer loyalty.