Until the Russian invasion, Ukraine was hardly associated with a high level of innovation and innovative technologies. However, according to the Global Innovation Index 2020, Ukraine ranks 2nd in the “low to middle income” category. Despite the war, the IT sector was able to record CHF 5.6 billion through outsourcing in 2023, which is only 8.5% less than in 2022. This affinity for technology and comparatively low marketing budget is the reason why multiple encouraging trends are developing in areas such as marketing.
Ukrainian companies use numerous innovative strategies from which many Western companies could also take inspiration. One reason for this is the Association Agreement with the EU, which came into force in 2016. This has driven many Ukrainian entrepreneurs to make their products more attractive for the European market and to increase their national competitiveness, which, in turn, ensures an unprecedented variety of digital marketing strategies.
Influencer Marketing Growth on Local Platforms
In Ukraine, the rise of influencer marketing has become a powerful tool for brands looking to connect with their audience in a more personal and relatable way. While global influencers continue to dominate, the local influencers, particularly on platforms like Instagram and TikTok, are garnering attention for their ability to resonate with Ukrainian audiences. These influencers often focus on niche areas such as beauty, fashion, lifestyle, and even tech, allowing brands to target specific interest groups effectively.
Key Trends:
- Micro and nano influencers: Unlike celebrity endorsements, Ukrainian brands are increasingly turning to micro-influencers (1,000 to 100,000 followers) and nano-influencers (below 1,000 followers). These smaller-scale influencers tend to have closer relationships with their audiences, creating a more genuine and trustworthy image for brands.
- Local relevance: Ukrainian consumers prefer relatable influencers who understand the local culture, challenges, and trends. This makes local influencers a critical asset, especially for brands targeting specific regions or cities. For instance, Khrystyna Zhuk is a Ukrainian IG blogger known for her volunteering, eco-activism, and promoting Ukrainian brands. Having traveled to 70 countries, she blends her global experiences with a passion for social causes, making her content a mix of travel, sustainability, and cultural pride.
- Authenticity over glamor: Audiences in Ukraine are increasingly gravitating towards authentic content rather than overly polished promotional posts. Influencers who share personal stories and provide genuine product feedback are much more effective in driving brand engagement.
Benefits of Influencer Marketing:
- Increased trust and credibility: Influencers act as trusted intermediaries between brands and consumers. This trust translates into higher engagement and improved conversion rates for brands.
- Cost efficiency: Working with micro or nano influencers is often more affordable than celebrity endorsements.
- Targeted audience reach: By collaborating with influencers in niche markets, brands can fine-tune their message to appeal directly to their ideal customer base.
- Localized engagement: For brands looking to enter specific regions, local influencers can provide a culturally relevant voice that resonates more effectively.
Chatbots
Chatbots are a kind of virtual assistance that can usually be created with Chatbot Builder and connected with messaging apps such as Facebook Messenger, WhatsApp, Telegram, etc. It should be noted, however, that chatbots only work efficiently if they fulfill a clearly defined purpose (reservation in a restaurant or answering frequently asked questions).
A notable example of the use of chatbots is the “Privat24” application, launched by PrivatBank. The chatbot accepts inquiries and in this way makes the work of the support team easier. The customer is only connected to the support team if solving their problem requires human involvement.
Ukrainian Railways (Ukrzaliznytsia) also has a chatbot to enhance customer service by allowing passengers to quickly access real-time information on train schedules, ticket availability, and travel updates. This chatbot streamlines the booking process and improves communication with passengers, especially during times of disruption or emergency.
The following tasks can be performed with the help of chatbots:
- Existing customers & community building. Existing customers can be informed about news, discounts, or special offers through chatbots, for example, by receiving the newsletter they have subscribed to directly in the “favorite messenger”.
- Technical support. The chatbot can be configured to easily answer frequently asked questions around the clock, making the support team more efficient.
- Performance & conversions. Chatbots can be integrated into the growth strategy to support performance goals.
Advantages:
- Time and cost savings. A chatbot enables your company to serve more customers at a lower cost.
- Direct communication with the customer. Chatbots can give the customer instant answers and solve customer problems at lightning speed, which promotes a positive brand experience.
- Reach of many people. Communication via chatbots takes place through messengers such as Facebook Messenger, WhatsApp, and Telegram, which enable you to address potential customers from all over the world and impress them with innovative approach and convenience.
- Data for analysis. The data that chatbots store can be easily accessed and analyzed. With the help of this data, one can get an overview of the wishes of the customers and thus significantly improve the quality of communication.
Social Commerce
Social commerce is rapidly emerging in Ukraine as a convenient and interactive shopping experience directly integrated into social media platforms like Instagram, Facebook, and TikTok. With the rise of online shopping, brands are capitalizing on consumers’ desire for seamless shopping experiences, blending content consumption and product purchasing into a single activity.
Key Trends:
- Shoppable posts and stories: Instagram and Facebook have implemented features that allow users to shop directly through posts or stories without leaving the app. This trend is particularly strong among younger consumers, who value the convenience and immediacy of making purchases while browsing their favorite content.
- Integration with chatbots: Social commerce in Ukraine is also benefiting from chatbots, which help automate customer interactions on social media. From answering questions to helping with the checkout process, chatbots create a more streamlined shopping experience.
Benefits of Social Commerce:
- Convenience: Social commerce simplifies the customer journey and eliminates friction points such as navigating between different websites, enhancing the overall shopping experience.
- Increased engagement: Whether through comments on posts or interactive stories, social commerce encourages two-way communication.
- Impulse buying: The seamless transition from viewing content to making a purchase is particularly effective for limited-time offers and exclusive product drops.
- Personalized shopping: Social media algorithms help curate personalized shopping experiences based on user behavior, ensuring that the products shown to consumers are more likely to meet their tastes and needs.
- Community building: Consumers can interact not just with brands but also with fellow shoppers, creating a shared experience that enhances brand loyalty and customer retention.
Apps
With the introduction of the Diia (“Action”) app in Ukraine, handling official documents, such as driver’s licenses and national IDs, has been significantly simplified. These can be conveniently accessed via this app in order to be able to carry out almost all official visits online. The Diia app is representative of the current trend in Ukraine that authorities and companies are offering more and more services via mobile apps.
On May 29, 2024, we had a chance to look closer at the Diia app and meet the people behind it at the Diia in Zurich event. Led by Mykhailo Fedorov, Minister of Digital Transformation of Ukraine, the meeting showcased the digital transformation in governance, education, healthcare, and social services, particularly thanks to the implementation of Diia.
Tabletki.ua is another popular Ukrainian app designed to help users find and purchase medications online. It allows consumers to compare prices from different pharmacies, check product availability in any location, and reserve medications for pickup. Additionally, the app provides detailed product information, including instructions and side effects, ensuring informed purchasing decisions. Its user-friendly interface and extensive pharmacy network make it a valuable resource for Ukrainians seeking reliable access to healthcare products.
It is therefore no wonder that many Ukrainian companies nowadays are trying to have their own apps created because. Such an app offers numerous advantages:
- Image enhancement: a well-designed app can polish up your company’s image, make your company appear modern and reliable, and show your customers that you are familiar with the latest technological advances.
- Expansion of the community: with your own app, you can better bind your customers to the company by creating additional incentives for your customers through various bonus programs, discounts, and special offers and thus encourage them to make new purchases.
- Increase in your competitiveness: your own app offers your customers a modern, time-saving interaction channel, sets you apart from the competitors, and increases interest in your products.
- Service on a new level: with the help of push notifications (messages), you can keep your customers up to date on all news and special offers and present your products and services in online mode.
- Fighting corruption: new technology can help combat local corruption (e.g. with help of Diia app).
Social Responsibility
During wartime, consumers are particularly attentive to the social responsibility of brands. So brands that embody genuine values and empathy earn greater trust. Communication must be transparent, honest, and straightforward, showcasing the brand’s genuine efforts to support Ukrainians and mitigate the impact of the war.
- Understanding cultural nuances and local trends in Ukraine has never been more critical. Using the Ukrainian language and symbols can enhance customer loyalty, while backing local manufacturers and social initiatives highlights a brand’s commitment to corporate social responsibility. Notably, support for the Armed Forces of Ukraine fosters positive feelings among consumers and bolsters the brand’s reputation.
- Ethical considerations gain heightened importance during conflict. Communication strategies should reflect the company’s values and its role in rebuilding and advancing society. Additionally, support for social initiatives and environmental sustainability is vital for cultivating a positive brand image.
- Transparency and open communication are essential for maintaining consumer trust. Engaging actively through social media, blogs, forums, and other platforms enables companies to manage their reputations effectively and respond swiftly to evolving circumstances.
A good example is Roshen’s assistance to the Pediatric Cardiology and Cardiac Surgery Center of the Ministry of Health of Ukraine. The Roshen Corporation provides financial support to the center, allowing patients to receive faster and higher-quality treatment. This center is a leading medical facility in Ukraine, specializing in the examination, treatment, and rehabilitation of patients with heart and vascular diseases.
Another initiative is Foxtrot’s large-scale “Cities of Ukraine” project, which seeks to celebrate the uniqueness of Ukrainian cities. The company partners with local producers and brands, capturing customer interest through vibrant marketing activities that showcase life in various cities. Foxtrot frequently organizes contests and collaborates with well-known personalities to promote the campaign.
Online Marketplaces
Shopping on common platforms such as Ebay, Amazon, Zalando, etc. is not so common in Ukraine, so many national platforms have established themselves instead. The front runners among the Ukrainian online marketplaces are OLX, Prom.ua, and Rozetka. OLX holds the top spot in terms of popularity, with strong user engagement metrics across both B2C and C2C segments. Rozetka and Prom.ua are also leading players, particularly in the B2C space, competing for significant market shares in the retail sector.
These marketplaces enable smaller entrepreneurs to sell their products on an established platform that has a large customer potential. Working with online marketplaces has significant advantages for small businesses who want to get their products to a wider audience without high investments. This trend is very characteristic of Ukraine, where smaller companies can hardly compete against well-known companies.
Advantages
- Availability: products are available to a wide audience.
- Saved time and costs: the creation of an online shop on a marketplace does not involve a great deal of time and money.
- Immediate sales start: online marketplaces give you a quick sales start. Thanks to online marketplaces, there is no need to create a website from scratch and attract customers to your website.
Video Marketing
Video content, especially through platforms like TikTok and Instagram Reels, has become a powerful marketing trend in Ukraine. These short-form videos allow brands to connect with consumers in an engaging, digestible format, making it easier to capture attention quickly. Ukrainian consumers, particularly younger audiences, are increasingly turning to TikTok and Reels for entertainment and product discovery, giving brands the opportunity to create viral, trend-driven content. By leveraging creative storytelling, humor, and authentic messaging, businesses can foster deeper connections and drive organic engagement on these platforms.
A good example is Nova Poshta’s campaign, showcasing their fast delivery services. The videos creatively highlight the speed and efficiency of their logistics, while also promoting Ukrainian craftsmanship by featuring local brands. The campaign resonated with a wide audience, using humor and relatable situations to make the message engaging.
Advantages of video marketing:
- Video marketing helps to present your company in a more realistic way: artificial intelligence changes the perception of all areas of life. Many people long for content that shows real life instead of embellished reality. Text is difficult to “humanize” your company. Videos, on the other hand, can work wonders by conveying emotions, telling stories and, above all, being lifelike.
- Community building is promoted through videos: with initiatives that motivate customers to produce content, companies are in direct contact with existing customers. This can significantly promote loyalty towards the company.
- Trust is strengthened through videos with UGC: UGC creates trust since the products are explained, tested, or criticized by real customers, contrary to the usual and elaborate “Hollywood” promotional videos or “sterile” stock videos.
Recap
As this overview of the most popular strategies in Ukrainian marketing shows, Ukraine is a surprisingly dynamic and innovative country, especially in the field of marketing, which is currently experiencing an unprecedented heyday. If our blog has sparked your interest in Ukraine or growth hacking strategies, we’re looking forward to your inquiry!
