We started our workshops with a very interesting topic – digital marketing. We invited expert Olga Tyshchuk, CEO of the digital agency TD Hub. Olga has 16 years of experience in digital media, worked on developing strategies and launching information and entertainment projects (ICTV, Facts, Windows, New Leaders, Humour and ICTV Series, Delicious). 

At the meeting, participants learned a lot of interesting information about digital marketing and its role in business development. From content personalisation to artificial intelligence, the speaker spoke about life hacks to succeed in 2025 – every element of digital marketing affects audience engagement, brand interaction and business results. 

The modern social media user is a person who wants quick access to information and at the same time values quality content. The consumption of information is becoming more fragmented: the audience is reading less and less long texts and instead watching short videos, listening to podcasts and communicating in messengers.

The main trends of 2025 include:

🔹 Multilingualism – attracting an international audience without the need to create separate pages.

Shorts and clips – a format that dominates social media and has a high engagement rate (from 80%).

Personalisation – when content is created with the involvement of employees and the team, it increases conversion.

Subtitles – provide context for the video, help to keep attention and make the content more accessible.

🔹 Long videos – interviews, podcasts, comedy projects, and conversational studios are the most popular trends at the moment. 

Live streaming is an interactive format that increases brand trust because interaction takes place in real time. 

🔹 Artificial intelligence – 60% of the audience is open to viewing content created by AI. 

We also considered the question of where to look for our audience in 2025:

📌 Facebook is the leader in terms of the number of users, despite the decline in activity in Ukraine.

Instagram & TikTok are the most favourite platforms for entertainment and visual content.

YouTube is the most powerful video platform.

📌 Telegram & Viber are replacing Twitter as a news source in Ukraine.

We are thankful to Olga for a great start to our workshops and very valuable information!

Amplifiers: EIT Food Challenge Labs is implemented by Amplifiers on the initiative of EIT Food with the support of the Ministry of Education and Science of Ukraine, national project Diia.Business and the Ukrainian Agrarian Export Association.