In the world of arbitrage and digital marketing, creatives make all the difference. One visual can take a campaign to the skies, while another can drain a budget to nothing. But it's not just about colors or pictures. More and more often, designers talk about the tone of voice in the visual, the very "vibe" that the audience feels when they see an ad. It can be a serious presentation with graphs or a meme you send to a friend at two in the morning. And it's this tone that determines whether people will stop at your creative. We talked to Kateryna, Leadpanda's designer, about how she captures this tone and turns images into creatives that "take up space in the user's head." In this conversation, we'll share honest insights on how to understand when a visual is burning out,...

Ten dates without a spark is painful, but you have to keep going. And honestly, the problem is not in the font. The problem is in the message with which people are addressed, and in the fact that they are speaking to the "wrong people" or in the wrong way. This is a text for those who have spinning impressions but no action. The goal is simple: learn how to change your tone and delivery so that the right eyes finally respond. What is "tone in visuals" Tone is not "what font to use", although the font also plays a role in perception. But it is a way of conveying an idea: calmly or persistently, with humor or business, "leading by the hand" or "pressing in the forehead". The manner of the text is created by the headline, body text,...

Marketing in Ukraine today is faced not with a lack of ideas, but with a reality where news can “eat up” any product presentation, and the advance of trust is very easily taken away. Creative is a tool, and our digital specialists are quite good at using it (although of course not all of them). But there is also a problem in the general context. Therefore, further on — about what exactly breaks sales efficiency and how to adapt to it so that the results please. Who will it be useful for For marketing managers, business owners and employees of creative professions who “have creativity, but little effect”. If you are here now — it’s definitely for you! Context diagnostics: changes after the invasion Before discussing the “5 reasons”, it is necessary to record four structural changes in society that...

Once upon a time, the idea that a machine could write an advertising text or a banner for social media sounded like a science fiction story. However, 2025 proves that artificial intelligence has become commonplace in marketing, and specialists who know how to work with it save businesses money. An AI marketer is a person who combines the experience of a strategic marketer, data analyst, and neural network trainer. A marketer without AI today is like a barista without a coffee machine or a bayer without a tracker: you can work, but it is expensive, long, and nervous. The world is not waiting, and while someone is suffering with spreadsheets, neurons are already generating strategies, calculating ROI, and selecting tracks for viral Reels. This article will help to understand why AI marketers will become more valuable every year, what skills...

You don't have a "Buy" button on your website. You don't drive traffic to a landing page with a counter. Your marketing is a blog, newsletter, podcasts, and media presence. And then you launch a new campaign, spend time, budget, and effort, and there's silence in CRM. No applications. No sales. The team starts to look at you askance. The founder asks: "Why are we doing this at all?" You know? Most companies get lost here. They try to measure the deep funnel as if it were a regular performance ad. But there is a nuance: not all marketing should sell directly, and that's okay. Content marketing, PR, brand awareness, expertise, loyalty, and audience engagement are all marketing. Just with a longer cycle and thinner signals. And if you look only at leads, you will miss the moments when the...

Sooner or later, each of us may face burnout. So, we went to a person who had gone through this experience and emerged victorious. There will be no "meditate and drink more water" advice here, just an honest conversation and personal experience. Our heroine, Nasa, Brand & Communication Head at Gorilla Partners, shared with us her experience of pushing herself to full speed while working for three people, and why the "heroism on" mode is not the way to success, but a direct ticket to the abyss. And if you've ever thought: "I'll endure it a little longer, and then I'll get some rest," then read on. Spoiler alert: you won't. But there is a way out. When did you first realize that you were burning out? What were the first bells and whistles? The first time I faced this...

The user doesn't look, they scroll. If you don't catch them right away, you don't exist. While you're still saying "hi, everyone," the user has already swiped twice. In TikTok, Reels, and Meta feeds, no one "watches a video" - everyone watches in seconds. And these seconds count for lead generation. The algorithms are tough and straightforward: if a video doesn't grab attention from the first 2-3 seconds, its display is reduced by several times. In TikTok, it's called early hold rate, in Meta - engagement time per view, but the point is the same: if you don't keep the user at the start, you won't get any coverage, clicks, or sales. On average, the decision to "watch or continue" is made at 1.7-2.5 seconds. And if the first frame is a boring face, a long introduction, or a black...

The world is changing before our eyes, and the buzzers scroll through the tape without blinking. Anything that doesn't catch the eye in the first seconds simply disappears. That's why brands are changing not only their presentation. The strategies themselves are changing. Don't explain - engage. Not to sell - to start a game. Why does Gen Z lose interest in 2 seconds? In times when there is more information and opportunities than the psyche can digest, users simply break down under their pressure. But "inattentive" is not about buzzers. Gen Z are not the ones who get lost, but the ones who filter. They grew up in an endless scrolling mode, where they turned from passive consumers to active participants. Therefore, everything that doesn't catch you from the first frame automatically goes away - at best, to that dead...

Once upon a time, TikTok was associated with teenage dancing, strange challenges, and questionable humor. But that's long gone. Today, TikTok is not just a video platform, but a powerful marketing tool. And while "serious" brands are cautiously holding on to Facebook and Instagram, it is TikTok that gives a chance to restart the image, restore trust, or even revive a business of any size. In this article, you will see real cases of Ukrainian brands that have used TikTok and changed their perception of themselves dramatically. Some of them were successful. Some - not. However, each case is worthy of attention. Why TikTok has become a platform for image relaunch TikTok works according to a unique logic: it doesn't matter how many subscribers you have. If the video is interesting, it will get views. The algorithm opens the door...