The use of video materials in the online environment of the museum

The modern museum actively uses multimedia formats in its activity for expressive presentation of its materials, aiming to gain attention of the visitor. This article focuses on video as one of the most popular and used formats in the online environment of the museum. It explains the popularity of video materials, describes their characteristics and merits, and discusses the most common video genres. The transition of the museum’s narrative to the metaphorical and storyline construction became possible in connection with the improvement of the technical and technological means of its creation.