Photography in its beginnings meant the way of recording events, elements, characters and atmosphere. With the globalization of the world and the development of the trade, photography gets another branch - a commercial photograph, used for the purpose of promoting and selling products. Over time, the advertising industry is beginning to take into account the use of psychology and the resources used, the most powerful of which was photography. People are visual beings, and just the right photo to the viewer can convey a large amount of information in a very short time. In order to highlight the product better and sell it in the end, the product needs to be displayed in the right tone, and manufacturers often agree to photo manipulate the result of the product - an example is excessively bleached teeth on a toothpaste commercial. With the increase of popularity of social networks, a new branch of marketing is developing, and it’s called digital marketing. As photography is the key tool of almost all known social networks, digital marketing almost does not exist without photos. Nowadays, all social network users are advertisers - all they need to do is publish a picture that shows a product. The experimental part of the graduate thesis examines the success of photos that companies use in communicating with the audience through Facebook's social network channels.