Social media have become a permanent element of the process of market communication of enterprises in the virtual space. The current state of market communication has certainly been influenced by the global COVID-19 pandemic and the transfer of most promotional activities to the online space. Progressive digitization, postpandemic experiences of social media users, changing attitudes of recipients, as well as their growing expectations towards brands contribute to a constant need to adapt communication activities in social media marketing. Along with the dynamic development of social media, we have witnessed the evolution of new phenomena and forms used in market communication. The aim of this article is to identify Generation Z's expectations towards the use of social media in companies' current promotional activities, as well as to determine the impact of content published by brands on the purchasing decisions of consumers from this generation. The empirical part of the work is an analysis of a study conducted on a sample of young consumers in order to identify their expectations regarding brand activity in social media.