How to create successful situational content?

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.

The structure of a popular Instagram post

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.‍

‍How to come up with situational content?

‍Monitor trends and topics on Twitter (!) and Instagram, read discussions in the comments and chats, and carefully monitor your correspondence.

‍‍What can the content be?

‍Useful tips, humor, selection (ratings), scandal (explanations, opinions), analysis, and support.

‍So, the algorithm for creating a post:

1. ‍Stating the topic.
2. Structure. First, estimate what you need to say in general. Once you establish the logic, a problem, a solution, and a call to action, start filling the structure with content.
3. Copyright. One of the ways to create a post is to outline the structure and have an expert fill it out.
4. How do you like it? It is important to test creativity. Ask your focus group, "Is it interesting?", "Would you repost it?", "What did you like most?", "What is missing?"
5. Design. Do not overdo it: one slide goes for one thought. It is best for the Instagram algorithms to create as many slides as possible and arrange them so that users go through all of them.
6. Publication.