Social networks today greatly affect society and create new trends. The emergence of social networks has also influenced public relations, providing the public relations experts with various new opportunities. These new social networking opportunities have also been used in creating the image of some particular festivals. Social networks, such as Facebook, Myspace, Twitter, LinkedIn and Instagram, are some of the key channels for image and impact creation. The paper explores the impact of social networks exerted on image of the Ultra Europe Festival in Croatia. Namely, it explores how the social networks Facebook and Instagram have been used, bearing in mind that, thanks to their wide distribution, they have played a major role in promoting and creating images in the promotional campaigns of the Ultra Europe Festival. The method of quantitative content analysis was used for studying the data gathered through surveys, in-depth interviews and desk research methods. The research has confirmed that Facebook and Instagram have played an important role in attracting young tourists, as well as those looking for entertainment, to the Ultra Europe Festival. It has also been confirmed that despite the fact that the Facebook page of the festival is active only in June and July each year, it has significantly contributed to the festival image.