<i>This article examines the characteristics and patterns of social media use by Taliban representatives after coming to power. Based on a systematic analysis of works on the subject of the study, as well as individual empirical data, significant stages were identified in the transition from the ‘traditional Taliban’, which sought to limit Afghans' access to the outside world by shutting down the Internet and banning television and radio, to ‘Taliban 2.0’, which develops and implements comprehensive strategies for online presence, interaction and influence on various population groups based on a three-step ‘ladder’ model. The study concluded that after an initial attempt to completely isolate the population from the outside world in 2001, the Taliban's attitude towards the Internet and social media has changed significantly. Representatives of the movement recognize the importance of these tools in disseminating information, forming a system of communication with the population, and highlighting priorities for territorial development and inter-state relations. The Taliban's active use of social platforms continues to elicit mixed reactions.</i> <i>First and foremost, this is due to the fact that despite the reorientation of messages towards issues of territorial development and solving pressing economic problems, in-depth analysis reveals the ideology, culture and political dynamics of the ‘old Taliban’ presented in a ‘new guise’ using adapted strategies. However, the expansion of their cross-border online presence is most likely aimed at establishing the relatively positive image of ‘Taliban 2.0’ that has been created over the years, but now at the level of the global community.</i>