Social media are a popular channel for promoting and disseminating media content. They help attract audiences, retain them and increase traffic to the media site. The social media Instagram is one of the most popular in the world and media editorial offices often use it for attracting young audiences and popularisation media productions. But on Instagram, hyperlinks are not active in regular posts, which worsen traffic on the media site. Therefore, it is worth looking at a tool like Stories. This is an opportunity to tell the most important things with the help of a picture or a short video (up to 15 seconds) and attract the audience's attention to the news. You can also place an active hyperlink to the published material in a photo or text. Today, stories are a popular function not only on Instagram but also on Snapchat, Facebook, Facebook Messenger, Youtube, Linkedin, TikTok. Firstly, Stories appeared on Snapchat, but it gained popularity thanks to Instagram, where the tool appeared in 2016 and has been constantly evolving and improving ever since. Stories are easy to create and post, published stories are at the top of the feed and immediately attract the attention of social media audiences. After all, quickly and concisely communicate the most important information. Therefore, this tool should be used for media reactions to increase, interest and reach new audiences, as well as to increase traffic to the media site. But Instagram Stories has features about the placement of the content itself. This research demonstrates the popularity of Instagram stories is among the well-known Ukrainian online media, as well as the strategies they use and distribute content through this tool. The content analysis was conducted from a sample of the 10 most popular online media that use Instagram Stories.
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