Content Strategies of Belarusian Media for Children in Social Networks

Abstract

The article identifies the main types of content strategies used by children's media in Belarus on public Internet sites. The advertising, engaging, developing and combined content strategies of Belarusian media for children in social networks are distinguished through differentiating the target nature of the broadcast content, the formats used and the presence of a direct reference to the main media platform (magazine, newspaper, website). The most effective content strategies of Belarusian children's media are established based on the calculated index of Internet subscribers' engagement demonstrated by three indicators of user reactions (the number of "like" marks (likes), reprints (reposts) and comments). The factors influencing the degree of loyalty of the target audience to social children's media and their content strategies are determined. In a comparative aspect, the article describes multifunctional specialized media projects of the Children's Runet, which offer a variety of interactive multimedia formats aimed at development, education and entertainment of children of all age groups in the web environment