It's exactly what you'd expect: social-media style marketing is for products that people don't want/need based on what they actually do. Since your product does

It's exactly what you'd expect: social-media style marketing is for products that people don't want/need based on what they actually do. Since your product doesn't solve a problem, you create a problem: "as a user I want to look cool and fit in with my peers". To do that, you create social proof around the product, so people thinks it will fill their social needs. There's a reason Apple, for example, has ads that just show a disembodied hand using their product. They know they have a good product that does something people want, so they don't need social proof. The exoskeleton is probably being advertised with social media style marketing because it doesn't work (yet).