The relevance of the article is due to the fact that under conditions of online media’s development and the emergence of new media that compete with each other primarily in the speed of information delivery, its quality often suffers, since the vast majority of media publish reprints of other's news items with minimal rewriting. Meanwhile, in order to promote a publication, attract an audience and create a positive reputation, it is important to stand out from competitors with high-quality content. In turn, quality can be ensured through uniqueness and originality. However, these concepts are relatively new and do not yet have clear definitions in relation to electronic media. The study provides an overview of existing modern interpretations of the definitions of the concepts of "unique content" and "original content", proposes its own versions of definitions in order to eliminate the semantic blurring of the boundaries between these concepts and point out their semantic and functional differences. Attention is focused on the fact that the concept of uniqueness relates more to the form of content, and the concept of originality - to its content. The article also briefly describes the impact of unique and original content on promotion efficiency. The results of the study can be applied in research and textbooks on the theory of journalism, the work of the media and media communications, as well as in the daily work of online media editors to improve the quality of content in the competitive environment of the digital media space. The article uses the methods of classification, comparison, generalization, description.
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