The study presented in the article is aimed at identifying the criteria for the effectiveness of social advertising of internal affairs agencies, that allow press services and other departments concerned to create a media product that arouses interest of the target audience, as well as at developing recommendations for creating social videos that are effective in solving urgent problems facing internal affairs agencies. The study is based on the use of quantitative and qualitative methods of sociology: sociological survey, focus group method, content analysis. The quantitative methodology of content analysis is supplemented by a cultural and psychological approach. The authors of the study have also developed their own methodology for assessing the effectiveness of social advertising. The results of the study presented in the article will allow opening new frontiers of interaction between the police and civil society in the Internet space, offering the press services of the Ministry of Internal Affairs of Russia fundamentally new strategies for information support of the activities of internal affairs agencies, shaping public opinion about the activities of the law enforcement system.