Types and Topics of Advertising on Official Media Pages in the Social Network ‘Facebook’

Advertising is an important component for the financial well-being of mass media. Therefore, editorial offices constantly strive to attract more advertising and advertisers. Currently, a popular platform for placing and promoting advertising messages for mass media is Facebook.

Mass media actively work on social networks, having a large audience there. Thus, their official pages on social platforms are promising and effective for paid promotion not only of their media products and services but also for advertisers. This type of advertising provides additional financial income for mass media.

The aim of the study is to identify the types and themes of advertising posts that popular Ukrainian and Polish mass media promote on a paid basis in the social network «Faceboo».

This study demonstrates whether mass media advertise their own products and services on the social network «Facebook». It also provides a detailed analysis of Facebook Ads Manager (the so-called advertising cabinet on the social platform). Moreover, it explores whom else mass media advertise on their official pages. For the research, advertising content disseminated by Ukrainian («NV», «24 Channel», «TSN» and «Radio Svoboda») and Polish («Gazeta Wyborcza», «Rzeczpospolita», «Onet», and «Wirtualna Polska») mass media in the social network «Facebook» in 2024 was selected and analyzed.

The results obtained indicate that mass media use advertising services to promote their own posts, as well as distribute advertising materials published on their resources on a paid basis from advertisers. Ukrainian mass media most often promote posts in Facebook with a hyperlink to the published material on the media website, while Polish media more often share small videos. Editorial offices mainly use the easy, quick, and affordable promotion option from the Facebook social platform for their published posts.