Problem statement. Today Instagram is a popular virtual social network used not only for communication but also for the unobtrusive promotion of various goods, services through the so-called "friendly" posts. The aim of this research is to analise linguistic characteristic features of hidden advertising posts in the translation aspect at various language levels based on the developed typology. Results. Main linguistic features of English advertising posts are defined at each language level based on their classification; lexical and lexical-grammatical transformations are distinguished and the most frequently used ones are described: omission, holistic transformation, lexical addition and semantic development. The means used by the authors of the posts are aimed at recognition and memorization. They contain a hidden call for action (most often in the form of a dialogue). All these tools affect readers not only on a linguistic, but also on their emotional level. Conclusion. After analyzing the data array of 980 hidden advertising posts, we can conclude that the writing style of friendly Instagram posts gives them a special emotionally expressive coloring, influencing the reader both on a linguistic and an emotional level, which requires special attention when delivering a communicative aspect of a hidden advertising post. The translation strategy of such posts should be built taking into account the language means of all levels: phonetic, lexical and syntactic. Transformations are the most appropriate means of implementing such a strategy. In addition to the linguistic tools, Instagram advertising also often employs different paralinguistic tools: emoji, photos and video materials, non-standard graphic design (segmentation of text, numbers, fonts), which vary depending on the nature of a particular advertising post. The combination of linguistic and paralinguistic tools makes it possible to create an artistic and expressive concept of the advertised product or service on Instagram.