Children’s newspaper in the digital media environment: features and strategies for promoting content

INTRODUCTION. Taking into account the positive dynamics in the annual measurement of the number of Internet users and the number of social media subscribers, the study aims to identify the features and most effective approaches to promoting media content on the official web platforms of the oldest Belarusian children’s newspaper “Zorka”.

MATERIALS AND METHODS. The research material are publications of the children’s newspaper “Zorka” on the website, in social networks and in the Telegram account of the publication in the period from January 8 to February 4, 2025. The work uses methods of theoretical and empirical research, specific scientific and general scientific methods. The key methodological tool in studying the content of publications of web platforms is content analysis.

RESULTS AND DISCUSSION. The study reflects the results of a comparative analysis of the editorial practices of interaction between children’s media and social networks. The quantitative and qualitative comparison is carried out according to several criteria: the nature of the information presented and audience engagement indicators. The criteria for differentiation are the target features of the publication, post formats, the presence of a direct link to the main media platform and hashtags. The specifics of media content distribution on digital web platforms are revealed, and the data on the analysis of the target media audience engagement are presented. Based on the results of the content analysis of the children’s publication’s Telegram channel, the visual and content features of the publications are determined.

CONCLUSION. It has been established that a number of Zorka newspaper accounts are looking for an optimal strategy for creating content that will hold the attention of the media audience. In the Zorka Telegram account, the information content strategy is used, which is characterized by the prevalence of natural themes, a neutral tonality of publications and a minimum number of engaging posts.