The “co-creation” specifics in the telegram channel “Chtivo”

The issue of user-generated content production in new media and the “co-creation” concept, which involves a high level of audience participation in content creation, is discussed. This interaction type with the audience enables the attraction and engagement of users in consuming the proposed content. The theoretical foundation of the study is based on works in the gamification of audience interaction fields, interactive components of media content, and formats of user-generated content in media communication and marketing. Empirical evidence for this research comes from the Telegram channel “Chtivo”, whose editorial team actively engages readers in content production through co-authorship (“Reader = Co-Author”). Based on the theoretical sources’ and materials’ analysis from the “Chtivo” Telegram channel, it can be concluded that co-creation functions as a form of feedback in accordance with a marketing approach. It forms audience loyalty and creates a long-lasting emotional connection between the media product and the brand.