Within the ever-changing realm of digital marketing, social media has emerged as a potent instrument for firms to actively connect with their intended audience. The importance of visual material has increased significantly in social media marketing tactics, since social platforms have emerged as prominent outlets for promoting brands. The objective of this study is to investigate the influence of visual marketing through social media on customers’ intention to make a purchase. This study employs a comparative methodology and examines the findings of past pertinent research to achieve a full comprehension of the significant dynamics in social media platforms. This research enhances the current body of knowledge by providing insights into the complex correlation between visual social media marketing and customer behavior. Enterprises can utilize these observations to improve their digital advertising tactics, optimize the production of visual content, and boost their entire brand image in the fiercely competitive online market.