Social networks have been growing and developing daily, and Instagram has recorded rapid growth and expanison in the last few years. There is an increased emphasis on the Internet, accompained by the contioous development of information technologies. This thesis intends to describe the influence of the Internet influence and social networks in today’s business and on people's overall behavior. In addition, there will be a detailed exploration of Instagram with a particular focus on Instagram's marketing possibilities compared to other social media platforms. The marketing potential and power of Instagram lies in the fact that in a very short period of time, the message can easily, and effectively reach the user. Today there are more than 700 million Instagram users around the world, and every company that strives towards effective advertising should consider and explore the possibilities Instagram offersThe practical research part of the thesis will examine how many young people use Instagram today, compared to other social networks, and what features they prefer to use. Special attention was drawn to the user who is in the heart of events today and who is the starting point for designing all marketing concepts and strategies.