NETWORK VIDEO CONTENT AS A FORM OF UNIVERSITY PROMOTION

In the context of visualization and digitalization of media consumption, network video content is becoming an important form of university promotion in the educational services market. Based on the analysis of video content presented on the website and in the official public pages of the Voronezh State University of Engineering Technologies in 2020-2024, the article attempts to identify the most effective genres and formats of network video content in terms of forming the university's corporate brand. The purpose ofthe study is to specify the options for audiovisual self-presentation of a university on the Internet. The object of the study is network video content of official public pages and the university website. The subject of the research is the formats and genres of video presentation of a higher educational institution. Commercial, educational, entertainment and informational videos are considered. The potential of university representation is explored within the framework of such genres as advertising video, filming video, animated video advertising or graphic video, combined advertising, viral video, pre-roll, corporate film, image film, presentation video, subject video filming, educational video, educational film, video clip, backstage, reportage, reporting video, news video, video interview. The potential of vertical video in terms of attracting the attention of the audience is explored. During the analysis of network video content, a conclusion is made about the dominance of informational video as a key component of the university's self-presentation. It is emphasized that network video content at the present stage of development of the media sphere is represented, as a rule, by two types of media materials: professional (created by the university press service or traditional media) and amateur (created by publishers representing the student and teaching staff of the university). The first type of content is distinguished by strict adherence to the formed brand book and tone of voice of the university, and is published in official public pages and on the university website. The second type is aimed at a youth audience and is published on social networks - both in official public pages and in unofficial communities. The combination of these two types of content forms the image of the university in the network environment.