Visual and Communication Strategies in Creating Image Reels About Ukraine: a Comparative Analysis of Official and Amateur Content

The purpose of the study is to analyze the impact of short videos in the Instagram Reels format on the formation of audiovisual representation of Ukrainian cities. Special attention is paid to comparing user-generated content (UGC) and official channels. The study aims to identify the effectiveness of these formats in engaging the audience and influencing their perception of Ukrainian cities. The relevance of the study. In the digital age, social media plays a key role in promoting cultural heritage and city branding. Instagram Reels, as a dynamic format, allows you to quickly disseminate information and shape the image of cities through audiovisual means. Since the beginning of Russia’s full-scale invasion of Ukraine, media platforms have become a tool for international awareness, making the study of the effectiveness of visual content extremely relevant. Since short videos are one of the main sources of information for modern audiences, it is important to understand how different stylistics and narrative strategies affect the perception of cities. The methodology. The study uses a mixed approach, combining qualitative and quantitative content analysis. There was conducted comparative analysis of videos from users’ personal accounts, official tourism and cultural institutions. The main parameters included: visual aesthetics and frame composition, narrative structure, and the level of audience interaction. In addition, there was conducted analysis of user sentiment based on comments, which allowed assessing the emotional impact of the content. The results. The analysis showed that amateur videos created by users attract more audience interest due to their authenticity and personalized approach. Such videos often contain unique shooting angles, a relaxed narrative style, and first-person recommendations, which creates a trusting effect. In contrast, official accounts use more structured content, which, although highly credible, is often less emotionally engaging. The scientific novelty. This study comprehensively analyzes the impact of short videos in the Instagram Reels format on urban audiovisual representation in Ukraine. It contributes to the understanding of how different content strategies, including UGC and official media, influence audience engagement and perception. The findings provide new insights into the effectiveness of social media as a tool for shaping urban identity and promoting cultural heritage through audiovisual means. The practical significance. The results of the study can be useful for art historians, content creators, and government agencies involved in the promotion of Ukrainian cities. Optimizing the video marketing strategy by combining professional storytelling with UGC authenticity can increase the effectiveness of urban branding. In addition, the findings can be used to adapt content strategies in social media to improve communication with an international audience.