: 67-73
Lviv Polytechnic National University

The TikTok as a social network is gaining popularity very quickly. Two years ago, it was not taken seriously, it was considered as a platform for teenagers, where there is nothing but dancing and flash mobs. But now the situation has changed vice versa. TikTok is rapidly increasing its audience and content is also changing. Nowadays, not only musicians but also doctors, deputies, lawyers, advertisers, motorists, and representatives of other professions are actively maintaining and developing their accounts there. Accordingly, the attitude to this social network has also changed. Today it is no longer just an application with dances and songs, but a platform where you can easily, and originally present information, even boring and uninteresting, but so necessary and useful. The media also follows the rapid popularity of TikTok and changes in content. And where there is an audience, there are prospects for media promotion. Therefore, more and more media are coming to this application. But they do it in two ways. First: they adapt to the format of the platform, even serious media publish funny videos, use popular music and grimace at the camera. Second: they publish content that has already been posted on other social networks, ignore the TikTok format, also post excerpts from shows, news releases, so they often do not receive enough attention from the audience. After all, TikTok differs from other social networks, so the content that is suitable for Facebook, Instagram, YouTube, on this platform is not gaining views. After all, each social network has its own format of creating and submitting content, so each platform for communication must be made individual content. The media do not always follow this rule, so they are often disappointed in TikTok and do not develop their account in it. We have examined which Ukrainian mass media and how they distribute their content in TikTok. We found out whether this social network is promising for the promotion of the media and its products.

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