Тhe problem of the effectiveness of mass communication activities is actualized by the processes of improving information technology and widespread digitalization of content. The article highlights the experience and problems of creation, as well as the systematic presentation in the group “Vkontakte” advertising texts received among practitioners naming “effective”. The analysis showed that one of the main characteristics of such texts is the surprise of the content or form of its presentation, focus on entertainment, game realization and the presence of a direct indication of the undoubted benefi t of this kind of information for the consumer.