Abstract: System and method for providing auction-based advertising with content, such as pictures or video, transmitted via social media. A user takes a picture with a camera of his mobile communication device. The device then receives a plurality of bids from companies to incorporate advertising into the picture. A first bid is then selected from among the plurality of bids, wherein the first bid is selected either by the user or automatically based on some pre-determined criteria. Alternatively, an advertisement is selected based on a prior user agreement with the advertiser. The selected advertisement is then incorporated into the picture to produce a modified picture. The modified picture is then electronically transmitted to a plurality of followers of the user.