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Abstract
<jats:p>This study aims to evaluate the effectiveness of twelve Yekaterinburg cultural centers' content strategies on the «VKontakte» social network for the period 2024 - 2025. Engagement Rate (ER) and View Rate (VR) were used to analyze user activity levels. A reverse analysis of news feeds revealed a certain imbalance: high content visibility with low audience reactivity. Key drivers of success include: personalized birthday greetings that stimulate empathic responses through social identification mechanisms; biographical profiles of specialists that enhance trust through individuation; and contests and giveaways that activate gamification with a FOMO effect. In contrast, an analysis of «antitop » publications (political announcements, duplicate content, and a lack of endogenous multimedia) revealed factors that reduce engagement: cognitive dissonance, content fatigue, and algorithmic demography</jats:p>