This study examines the effect of content-driven strategies on brand development through social networks, focusing on Facebook groups. By comparing the effectiveness of Facebook groups and pages, the research aims to pinpoint the most influential groups for promoting the brand “Meet the Ukrainians.” The findings emphasize the significant role of Facebook groups in enhancing brand reach and engagement by creating and sharing valuable, relevant, and consistent content. The study highlights the importance of leveraging Facebook groups for community building and fostering customer loyalty, offering practical recommendations for businesses to optimize their social media marketing efforts.