This paper suggests a significant impact of mobile devices on the development and the methods of advertising on social networks. Mobile devices are almost all around us. Mobile owners can be found among the oldest generations to younger and younger individuals. Something similar could be said for the social networks. Since the success of that platform (mobile) and newly formed channels (social networks) are interwoven and dependent, the reasons why and how mobile devices affect marketing activities on social networks are discussed in this paper. By observing the statistics on the prevalence and the use of mobile technology in the world it is concluded whether mobile devices are an important part of human life. The subject of this study was to examine how do the significant use of mobile devices and all their potentials, impacts the development and implementation of marketing strategies in the last six years. Conducted research among Croatian students showed how well is accepted mobile social network Snapchat among them. Research methods that were used when creating the thesis are the deductive method, analysis method, concretization, generalization method, description, and compilation. The methods used in the empirical part case study method and method of proof. In this paper, the emphasis was placed on tools used as a new means of communication with consumers and placing a greater emphasis on creating useful and creative content. In this paper, the emphasis was placed on specific tools used as a new means of communication with consumers and the importance of creating a useful and creative content towards the audience. Some of the findings obtained by the research are the fact that Snapchat is well accepted among students and users are motivated to use application for various reasons. Another finding gained in this paper is that usage of mobile devices significantly changes the way how mobile users or companies communicate with individuals.