IGC, EGC, UGC, SMO, FOOH are not just abbreviations, but key areas of social media development in 2025. Let's take a closer look at what will change in the SMM sphere in the near future. Influencer-Generated Content (IGC) IGC is content created by influencers in partnership with a brand specifically for the company's page. It doesn't just look like an advertisement, but organically fits into the brand's content. Studies show that: IGC attracts twice as many interactions as standard brand content. Ingoing content based on IGC has 4 times higher click-through rate. According to the experience of companies, such publications can collect 10 times more views and engagement. Creative content Modern social networks value the quality of content more than its quantity. Each video on TikTok or Reels should be creative and impress the audience. The trend is omages (references...

Recently, Google decided to close the Discovery ad format, and it was replaced by Demand Gen, a new tool aimed at creating demand. In fact, it is an updated version of Discovery with additional features that made it even more convenient and effective for advertisers. The advertising channels in Demand Gen are almost the same as in Discovery (YouTube, Gmail, Discover), but now the possibility of promotion in YouTube Shorts has been added. In this article, we will take a closer look at what exactly this format offers and how arbitrageurs and other advertisers can use it. Demand Gen: what is this format? Demand Gen is a cool advertising format, especially for those who don't want to spend time and effort on semantics (as in the case of search advertising) or on excluding irrelevant platforms (as in the case of...

It's no secret that 1win is growing at a tremendous speed, leading the market not only in technology but also as a company that you want to work for. Every day, the HR team receives hundreds of applications, and we have to automate processes and develop expertise. In this article, Victoria HRD 1win talks about the life hacks she and the team use when selecting candidates, as well as answers frequently asked questions for everyone who is interested in working at 1win! We are careful in our selection process because we are sure that real pros are always behind a cool product. At 1win, we use various channels to find employees, including traditional job sites, social networks, active networking, and a referral program. There are a lot of candidates, so it is important to understand whether a match is possible...

How do arbitrators stay one step ahead in the competitive race? The answer is simple - spy services! These tools allow you to track the latest trends and find successful promotion strategies in different countries and niches. Thanks to them, your advertising campaigns have a better chance of success because you always know what works right now. Among the many similar services, Adheart stands out, which has remained one of the most popular on the market since 2019. In this text, we will analyze what Adheart is, how it works, and why it is considered one of the best tools for analyzing advertising. Getting to know Adheart Adheart is a powerful spam service for searching and analyzing competitors' advertising creatives in detail. It automatically collects and organizes ad data from all platforms of Meta: Facebook, Messenger, Whatsapp, Instagram, and Threads....

Mental maps, or mind-maps, are a visual way of organizing information that helps you think, remember, find solutions, and express ideas better. This tool will not only improve the work with information, but also show your thoughts and plans in a visual way. Intelligent maps help to: easier to process information: understand, memorize, restore logic; effectively present material and explain your ideas; make decisions faster, develop plans and projects. Lead Panda has put together a selection of the 17 best mind mapping programs to help you make the most of this tool. Among them, you will find both free and paid applications to choose the right option. Coggle Coggle – is a free online application for collaborative work on projects. Easy to use, but with many features, it creates visually appealing mind maps. The program allows you to add images,...

Have you ever wondered how you can increase your web page rankings with the help of popular websites? Off-page SEO is a strategy that involves posting blogs, articles, or other content on authoritative resources. Since Google favors such sites, using this tactic can significantly improve the position of your low-ranking web page or article for certain keywords. Thus, your page becomes a kind of "parasite" that benefits from the reputation of the "host" domain. How parasitic SEO works The process of using this method consists of several key steps: Find reputable resources that allow publishing user-generated content. Prepare high-quality content with keywords you want to rank high in search engines. Publish your content on selected authoritative resources. Run an advertising campaign to increase the visibility of your material in search engines. These actions will help improve the position of your...

Advertising campaigns are an important part of the modern world, promoting the sale of various products and services. However, such campaigns should not only be effective but also comply with high ethical standards. In this article, we will highlight how to develop ethical advertising campaigns and how advertising agents can implement thoughtful, responsible strategies. Ethical aspects in advertising activities Advertising ethics refers to a set of norms and standards that are put forward to advertisers when developing and distributing advertising materials. The main principles include truthfulness, accuracy of the information provided, confidentiality, and consumer protection. Truthfulness and accuracy of information The most important requirements for advertising materials are their truthfulness and provision of accurate information. Advertising messages must be realistic and not misleading. Advertisers are prohibited from offering more than they can fulfill, and accuracy in the presentation of facts...

The sales funnel is used even by those who don't realize its significance. When an arbitrager guides a user from the moment of "arousing interest" to "taking a key action," they are using a funnel. An unoptimized or ineptly used funnel can lead to the loss of a large amount of traffic. In this article, we'll take a closer look at what a sales funnel is, how it works, and what you need to create one. What is a sales funnel? A sales funnel is a customer's route from the first acquaintance with a product to its purchase. This process consists of several key stages responsible for different levels of customer engagement. This tool, developed by William Townsend, covers four main stages, which are known as the AIDA system, an acronym for: Attention; Interest; Desire; Action. The user journey begins...

In the world of arbitration, effective communication with the audience is no less important than strategy and technique. To better understand the role of social media in this process, we turned to our Head of SMM Nadiia. Here are her answers and conclusions. Who is an SMM manager? An SMM specialist is a person who knows how to cover such areas as strategy content advertising moderation Usually, some areas are covered by contractors. However, to delegate effectively, an SMM specialist must be well-versed in all of these areas. What role does an SMM manager play in the arbitration team? In the arbitration team, the SMM manager plays a key role in the development and implementation of the communication strategy. He or she is responsible for planning and executing advertising campaigns on social media, as well as interacting with the audience...