Strategies for Adapting Content by Russian Media in the TikTok Social Media to Attract an Audience

This work aims to identify strategies for adapting the content of Russian media to the features of the "TikTok" social media. In accordance with the purpose of the work, the following tasks were set: to describe the key concepts and theories related to the marketing in social networks, to highlight the specifics of the formation of a media brand in social networks, to describe the stages of development of the media presence in social networks and the features of content adaptation, as well as to describe the current SMM trends used in creating the image of the media in social networks and formed under the influence of the pandemic. Also, as part of the research tasks, it was necessary to analyze the content formats of the Russian media in "TikTok" and identify the strategies of presence in the social network, describe the most successful practices of implementing the content strategy in the Russian media to enter the site and, based on the analysis, make recommendations on the presence of the Russian media in the "TikTok" social media to attract its target audience. In the course of the study, the following results were obtained: the Russian media faced a scenario in which it is necessary to experiment with channels and formats. Taking into account the main goals that the media pursues when entering social networks (increasing traffic to the main web resource and promoting it among users of the social network), in order to fit into the algorithms of the site, you need to both create specialized content and adjust the content to the algorithm of the social network by using current hashtags, personalities, trending music effects and challenges. All these tools contribute to high audience engagement by getting content in the top recommendations that is presented to a wide audience. In addition, based on the limitations of the study, recommendations were made for further study of the topic, which consisted in focusing on a detailed analysis of the content policy of media brands represented in "TikTok".