With the Internet having become an indispensable part of our daily lives, its potential has been recognized not only by individuals but also by various organizations and companies. With the appearance of social networks such as Facebook and Instagram, marketing is increasingly moving to just these social media tools. Non-profit organizations such as Levijatan have recognized the importance and convenience of social networks with regard to the cost of advertising being minimal. The Levijatan Movement publishes very disturbing content on social media (injured dogs, torture recordings of dogs and other animals) and thus seeks to raise public awareness of animal torture. Their main goal is to help injured animals, find them a new and warm home and punish those responsible for their previous injuries and anguish. Given that violence is never a good way of promoting anything, why does Levijatan have over one hundred thousand followers on Instagram and Facebook? The aim of this paper is to explain in a case study by analysing the Levijatan movement on Instagram and Facebook why violence on social networks works well for the public. After a thorough analysis of Levijatan posts and profiles on Instagram and Facebook, it has been found that such content encourages people to help, offer a home for the animal or donate for the animal's treatment.