Relevance. Effective promotion of commercial services and goods and services of government agencies Depends on the level of consumer competence of modern youth, who spend most of their personal time in modern conditions in social media, therefore the study of the features and content of consumer competence in social media is relevant both for theory and for practices. Methods. Based on the comparison method, an analysis of existing approaches to the content of consumer competence and social media was carried out. Through a survey, features and possible solutions for the use of digital tools for effective and increasing levels of consumer competence in social media were identified. Results. Conclusions are formulated based on the analysis of three generations, which includes analytics of traditional and digital social media, as well as the level and factors of their digital consumer competence. The survey made it possible to identify the most popular digital technologies and digital communications, to determine the directions and vectors for promoting goods and services in social media. Conclusion. Conclusions are formulated on the rhetorical and practical blocks of the study.