PRODUCTION AND DISTRIBUTION OF CONTENT ON DIGITAL PLATFORMS: EVALUATION OF AUDIENCE ENGAGEMENT

UDC 070:004.738.5

  • Hradziushka Aleksandr Aleksandrovich − PhD (Philology), Assistant Professor, the Department of Periodical Press and Web Journalism. Belarusian State University (4, Nezavisimosti Ave., 220030, Minsk, Republic of Belarus). E-mail: webjourn@gmail.com

DOI: https://doi.org/10.52065/2520-6729-2022-261-2-43-49

Keywords: digital journalism, platforms, social media, emotional storytelling, audience engagement.

For citation: Hradziushka А. А. Production and distribution of content on digital platforms: evaluation of audience engagement. Proceedings of BSTU, issue 4, Print- and Mediatechnologies, 2022, no. 2 (261), pp. 43–49 (In Russian). DOI: https://doi.org/10.52065/2520-6729-2022-261-2-43-49.

Abstract

The article examines the audience engagement indicators of Belarusian regional media websites and their Instagram accounts and determines the factors influencing the promotion of mass media content in the digital environment. As a result of technological changes digital platforms have radically changed the strategies of content production and distribution, technologies of audience engagement and media monetization. The article presents the results of the analysis of the audience engagement on the Internet resources according to such indicators as time on site, recirculation, bounce rate and traffic sources. A detailed analysis of the audience engagement of Instagram-accounts of regional media based on the calculation of the number of reactions to publications is carried out. An opinion is expressed about the importance of building communication with the audience in the digital environment. According to the data obtained, materials with an emotional component provoke the greatest engagement. The results of the study showed the increasing role of digital video content in attracting the audience.

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