Relevance and goals. Currently, most municipalities have developed territory development strategies, but these strategies require constant updating due to the number of stages involved and the changes in both internal and external conditions. The territory development strategy is a document of social consent, a work that requires the collective participation of all interested social actors. Creating an effective strategy and attracting a wide range of actors presupposes knowledge of their current interests. The purpose of the article is to study the interests of the main social actors in order to involve them in the development of development strategies for municipalities. Materials and methods. The article analyzes the concepts of “social actor”, “municipal strategy”, and provides a list of social actors. The empirical base includes materials from a sociological survey (in-depth interviews and focus groups) conducted in the Sverdlovsk region, a summary of citizens' appeals published on the official websites of municipal entities in the region, and an analysis of approved development strategies. Results. The list of the main social actors (government, business, science, heads of large enterprises, the population, mass media) is proposed. Their interests in relation to the territory and its development prospects are analyzed. Conclusions. In theory and practice, strategy development does not always involve a collective approach based on the involvement of key social actors, which turns the strategy into an action plan for administrations. To create an effective strategy, it is necessary to know the interests of the main social actors, organizational skills, and the ability to coordinate multidirectional interests.