: 55-61
Lviv Polytechnic National University
Lviv Ivan Franko National University

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.

1.Belanche, D., Cenjor, I. and Pérez-Rueda, A. (2018). Instagram Stories versus Facebook Wall: un análisis de la efectividad publicitaria. URL:

2.Barberá, P., Vaccari, C., & Valeriani, A. (2017). Social media, personalisation of reporting, and media systems’ polarization in Europe. In M. Barisione & A Michailidou (Eds.), Social media and European politics: Rethinking power and legitimacy in the digital era (pp. 25–52). Palgrave Macmillan. DOI:10.1057/978-1-137-59890- 5_2

3.Vázquez-Herrero, J., Direito-Rebollal, S. and López-García X. (2019). Ephemeral Journalism: News Distribution Through Instagram Stories. Social Media + Society, 2019, 1–13 DOI:10.1177/2056305119888657

4.Wolf, C., & Schnauber, A. (2015). News consumption in the mobile era: The role of mobile devices and traditional journalism’s content within the user’s information repertoire. Digital Journalism, 3(5), 759–776. DOI: 10.1080/21670811.2014.942497

5.Instagram has launched an ad in the Stories section (2017). URL:

6.Bida Olesia (2022). Sexual harassment in the army. What has changed over the year in the case of Chernihiv lieutenant colonel Derkach. URL:

7.InAU published a rating of the popularity of Ukrainian online media in the second quarter of 2021 (2021). URL:

8.Liutyi Stepan (2021). Instagram Stories - What are Stories on Instagram and why they are so popular on Instagram. URL:

9.Pasternak Marta (2019). Stories on Instagram - everything you need to know about brand promotion trends. URL:

10. How many stories a day can be posted on Instagram (2018). URL:

11. What are Instagram stories and why are they so popular? (2019). URL:

12. Semen Natalia (2022). The role of Instagram in popularizing journalistic content. Bulletin of Lviv Polytechnic National University: journalism, 1(3), 74-79. DOI: 10.23939/sjs2022.01.074

13. Prawitasari Ayu, Susanto Susanto, Ardiyanto Denny Tri (2020). Mass Media Instagram in the Perspective of Popular Culture. International Journal of Multicultural and Multireligious Understanding, 7 (5), 61-68. DOI:10.18415/ijmmu.v7i5.1600

14. Hu Yuheng, Manikonda Lydia, Kambhampati Subbarao (2014). What we instagram: A first analysis of instagram photo content and user types. Proceedings of the 8th International Conference on Weblogs and Social Media, ICWSM, p.595-598.