BUKTOK AS A PR TOOL: CONTENT APPROACHES OF VIVAT PUBLISHING HOUSE

Abstract. The article examines the role of TikTok, in particular the BookTok platform, as an important PR tool for modern Ukrainian publishing houses, with an emphasis on the activities of Vivat Publishing House. The features of the content approaches used by the publishing house to promote its books among users of this platform are analyzed. It is determined that TikTok, due to its popularity among the youth audience, is becoming a powerful channel for creating the image of the publishing house, attracting new readers, and shaping trends in the book industry. Particular attention is paid to video content that uses the emotional factor to attract attention to publications, such as book reviews or subscriber surveys. The role of interactive elements that help strengthen interaction with the audience and increase reach is also considered. The study examines the impact of cooperation with book bloggers and influencers who actively work on the platform, as well as the importance of such partnerships for shaping the image of the publishing house. In addition, the effectiveness of using specific trends that can significantly increase the visibility of Vivat publishing house content among BookTok users is analyzed. The article emphasizes the importance of adapting traditional PR methods to modern digital realities. The results of the study allow us to draw conclusions about the effectiveness of BookTok as a tool for popularizing literature and improving the image of Ukrainian publishing houses in the international arena.