Promotion of art museums through video content on the VKontakte social network

the potential of VK Video and VK Clips platforms in the context of promoting art museums through the use of video content is being explored. In the context of global digitalization and the need to adapt cultural institutions to new media, the prospects of using video materials as an e ective tool to in crease audience coverage and increase the level of its involvement are being considered. Special attention is paid to the role of video content in creating interactive forms of interaction with visitors, which contributes to the popularization of museum collections among the general public. The article also analyzes the opportunities that open up to museums through the use of digital platforms and VKontakte capabilities, and provides examples of successful integration of video content based on VK Videos and VK Clips into museum activities to increase user reach and engagement.