Promotional strategies have an increasing impact on sales, being strongly transformed with the debelopment of social networks. This study is to provide a bibliometric analysis of promotional marketing strategies highlighting the new associated social networks.It is made on a selection of Scopus articles (with VOSviewer, words: marketing, promotion, Facebook or Instagram) obtaining 271 publications (2008 to 2022).A strategy shift towards data mining and machine learning is detected in Instagram. This study concludes with insights that can help managers to drive marketing strategies in their companies.