Artificial intelligence in SMM is no longer a fantasy. It doesn't replace humans, but becomes a partner who never burns out, remembers every detail, and instantly throws up fresh ideas. Its power is not in magic, but in consistency: formulate the task correctly, and instead of chaotic notes, you will get a content plan template that covers the entire process from strategy and rubrication to formats, calendar, and analytics. Content plan: the luminary around which all the activities of an email marketing campaign revolve In short, SMM does not work without a content plan. It doesn't "work badly" or "barely hold on", but it doesn't work. Even the coolest ideas are lost, posts are haphazard, and communication breaks down into a chaotic stream of incompatible messages: one-time memes, random news, or posts "for show." Instead, a clear content plan gathers...

In the days of 8-bit games, trust was built simply through word of mouth. Players shared their impressions with their friends, and this was what determined who was "good" and who was not. But today everything is different: instead of conversations in the yard, there are thousands of reviews in the digital space. And it is they who decide whether a new user will make their first deposit or pass by. For game providers, reputation has become a real battlefield. Each star on Trustpilot is an extra life, and each review is a chance to rise in the trust rating. That is why Trustpilot is the main arena where companies compete for the loyalty of players. NGM Game, as a slot game provider, knows this from experience: in a world where 71% of players trust brands with high ratings, reviews...

How do you know if a brand looks reliable and not just "pretty"? At a time when every second startup uses AI and creates a logo in three clicks, visual language becomes critical, it either builds trust or instantly destroys it. We talked to Kateryna, graphic designer at Lead Panda, about how visual culture has changed in 2025, why minimalism with character works better than "anti-design," what fonts immediately hint at the level of the brand, and what "trust design" means on the examples of PayPal, Monobank, Uber, and Rhode. In this conversation, we'll talk about colors that calm you down, fonts that speak for themselves, and visual patterns that shape the aesthetics of new trust. Which colors work for reliability today, and which ones, on the contrary, cause a sense of risk? When it comes to colors associated with...

TikTok has rewritten the rules of the game. No one is ready to watch five-minute monologues anymore, everyone wants short, dynamic, to the point. The algorithm loves movement, the viewer loves emotion, and content creators are constantly looking for a way to "cut" long videos so that they fly into recommendations. This is where artificial intelligence comes into play. Pika, Opus, and Captions have already learned how to do what used to take hours: find peak moments, select the frame format, synchronize the sound, and even add subtitles. We checked how each of these tools works in practice and found out which AI really helps to turn long videos into viral short clips. Why should you use AI for TikTok? TikTok has turned the video industry into a speed marathon. The winner is not the one who does it...

Artificial intelligence is no longer the Wild West of marketing. If a few years ago AI seemed to be a limitless space of experiments, today it has already become a part of the rulebook. The European Union adopted the EU AI Act - the world's first law that defines how artificial intelligence can be used in business, advertising, and communication. For marketers, this is not just another document from Brussels. It is a signal that the era of uncontrolled experiments with AI creatives, automated campaigns, and content generation is coming to an end. Now it is not only about speed and creativity, but also about transparency, security, and ethics. Ukraine is not yet in the EU, but Ukrainian agencies, startups, and SaaS companies are already working with European clients. This means that the new standards apply to us right now....

South Korea is one of the most technologically advanced, but at the same time closed markets in the world. In such conditions, iGaming companies have to look for new formats to gain the trust of the audience. Parimatch Affiliates is the official affiliate program of the international iGaming operator Parimatch. The brand is entering the Korean market with the highest profile: with global sponsorships of UFC Asia, Manchester United, and Leeds United, as well as a large-scale tournament Top Gear Korea. Factor #1. Global brand strength Not every operator can boast of such a background. Parimatch is the official partner of UFC in Asia, Manchester United in different parts of Asia and the Middle East and North Africa region, and Leeds United - three icons of world sports. For the Korean audience, this means: an international level of trust, prestige,...

The past few years have made one thing clear: conversion no longer starts with a click. You can't buy attention with CPMs anymore, it has become a currency that is not for sale. Not "click here" or "order now," but real contact: human, dynamic, and reciprocal. And it was chatbots with a neural network that gave the market this entry point into the conversation. Today, even the best creatives fly into a wall of indifference if there is no dialog behind them. Chatbots can significantly increase conversion and lead generation. According to various companies, the introduction of a chatbot on a website has increased sales figures: some businesses reported an increase in the number of applications up to 67%after integrating chatbots. We have investigated how neural network chatbots work in affiliate marketing: what they provide in real-life conversations, how they...

Imagine: you are launching your first advertising campaign. The budget is spent, the CTR falls short of 1%, and you have zero leads. Do you panic? Don't be in a hurry. It's not always a failure, especially if you're working for a cold audience that sees your brand for the first time. The main thing here is not to sell "off the wheels", but to gradually measure progress: whether they paid attention to you, went to the site, stayed for at least a minute, or wanted to subscribe. Sales are the tip of the iceberg. First, you need to understand whether you have appeared in the field of view of users at all. In this article, we will analyze which KPIs really show progress when no one knows about you yet. From CTR and CPC to time-on-page and first-time saves,...

An important insight: In 2025, advertising is experiencing a shift from clicks to attention. CTR is an indicator of the attractiveness of an ad, but dwell time shows true engagement. Campaigns that are optimized to increase user attention yield 41% higher brand lift. However, there is no main metric - you need a portfolio of KPIs for specific business goals, so let's talk about it further. What are metrics in digital advertising Metrics are tools for measuring the effectiveness of advertising campaigns that help to evaluate the effectiveness of the money invested. What are metrics in simple terms? This is a numerical indicator that demonstrates a specific aspect of audience interaction with an ad or content. Marketing metrics fall into several categories: Attractiveness metrics: CTR, CPM, reach; Engagement metrics: dwell time, time on page, scroll depth; Performance metrics: CPA, CPO,...