Today, social media as a new platform for marketing has been able to influence many users. The present study aimed to investigate the effect of advertising format and type of content on brand attachment in the clothing industry. This study was conducted in two stages. In the first part, the conceptual model of the study was presented by studying previous research. After that, in the second stage, the hypotheses were tested using the structural equation method. The statistical sample of the study included 396 questionnaires that were completed by followers of a men's clothing brand on the social network Instagram. Research findings showed that the type of social media advertising content (emotional, logical, and transactional) increases brand engagement. At the same time, social media advertising format has no significant effect on brand engagement. Also, the format of social media ads with the mediating role of advertising content does not have a significant effect on brand engagement. Since attractiveness alone will not lead to interaction and attachment, it is necessary for managers to display content in their social media that is more attractive in terms of the created format and is more effective on the mind of the audience, and in addition to various types of content. Produced with quality and effectiveness, it will create interaction, purchase and ultimate loyalty and satisfaction of the audience.