We share key insights from the Ukrainian Media Forum ─ UMF 2022 speeches. Our next speaker is Andriy Shevchuk ─ brand strategist, director of presentations, and founder of SHEVCHUK BÜRO.
For more than 4 years, Andriy worked for the 1+1 and Ukraine TV channels. He is the author of a Kyiv Academy of Media Arts course and a speaker at the Ukrainian Digital Forum and Lviv Media Forum. Andriy has created more than 600 presentations. Record commercial sale to a client - $120,000. Has taught Rozetka, Gres Todorchuk, Megogo, Study.ua. Works with Oschadbank, Laba, creative agency McCann, and Unit School of Business. Andriy gets 50% of his leads from his Instagram.
Presentation topic: "How to work with situational marketing in social media to attract an audience?".
Andriy Shevchuk's Instagram post / Screenshot from Andriy's presentation at the Ukrainian Media Forum ─ UMF 2022
This slideshow is an example of a presentation. A topic on the first slide contains a trigger: a question, a problem, TOP-5.
The last slide is a call to action. We tell the reader what to do after receiving this information: share, save, like, comment ("share, it's important", "like if you agree"). According to Andriy's testing results: if you specify what a person needs to do, conversion increases by 30%.
In slides 2, 3, 4, and 5, the problem is presented in a way that makes the user see it as something that concerns him personally and requires looking for a solution in the following slides.
The second slide is important. Often, if the subscriber reacts to the post later, Instagram eventually shows it from its second slide.
Slides 7,8,9 are the solution to the problem.
When creating a post, you need to think about which slides people will repost. People share more than just the first picture from a post.
Andriy Shevchuk's Instagram post / Screenshot from Andriy's presentation at the Ukrainian Media Forum ─ UMF 2022
It is an example of one of the most shared slides providing a solution to a problem. It was essential to think it through in advance and add an explanation so that, when reposting, people would understand what the whole post is about from the very start.
Monitor trends and topics on Twitter (!) and Instagram, read discussions in the comments and chats, and carefully monitor your correspondence.
Useful tips, humor, selection (ratings), scandal (explanations, opinions), analysis, and support.