The article is aimed at analyzing the problem of popularization of the Slavic folk culture in the modern digital format. The relevance of the work is due to modern media trends and the need to use new formats and technological solutions for the representation of interesting and informative materials. The authors study the formats of promoting blog content, the reasons for the increase in the number of views, the audience’s requests for special knowledge, bloggers’ approaches to working with thematic content, personal experience in creating folklore content on TikTok platform.