Why did Mykolayiv News decide to focus on this project?
The team saw this as a chance to save the media outlet, and it gave them the opportunity to develop a specific direction and receive financial support. This particular project turned out to be excellent. It includes mentorship from professionals, a stimulus for social media promotion, development of the print edition, and an operational financial component.
Mykolayiv is just 50 kilometers from the front line. Russian strikes have destroyed much local infrastructure and many local businesses are closing down — and with them advertising revenue. Circulation has dropped, and points of sale for newspapers are disappearing. Therefore, the team is fighting to save the printed newspaper, but simultaneously focusing on their website and social media.
How did applying design-thinking principles help?
Applying design-thinking principles (especially the “empathy” stage) helped the team shift their focus from merely "reposting" content to prioritising user needs. Now, the editorial team views the Facebook feed not as a news archive, but as a space for emotional and useful interaction. Design thinking allowed us to better identify the audience’s pain points: they don't read long texts; they need a quick takeaway or a clear call to action.
Did Mykolayiv News’ approach change engagement with its audience in any way?
The approach changed in two key aspects: format and accessibility. The team started using more visual formats — image cards with text instead of long links. This directly increased the visual appeal and visibility of content in the feed. The clear call to action (accessibility) is another change: Mykolayiv News no longer just informs; it prompts: "Find out," "Share," "Discuss." This has made the content more interactive.
What challenges did Mykolayiv News encounter and how did it address them?
The biggest challenge was the lack of resources (it takes much more time than a simple repost). To address this, the team created an "idea bank" — a list of formats that have already proven effective, which helped speed up content generation and avoid having to create new visuals every time. Another challenge was the "blind format" (an unclear understanding of what content the audience truly needs). The team dedicated a week to analysing just the comments and viewing time to identify which topics get the most response.
How was Mykolayiv News’ project received by its audience?
The team observed that the audience received the changes positively because the content became more readable and easier to see "on the go" in the news feed. It is also more clickable. Thanks to focused headlines, users better understand why they should visit Mykolayiv News’ website. The team saw a 15-20% increase in engagement (likes/shares) with posts that were completely redesigned, compared to simple reposts.
What insights or lessons did Mykolayiv News gain from this project?
The team realised that a Facebook page is not just a channel, but a separate product that requires its own "design" and editorial policy. Website content is a raw material that must be "reworked" for the social media format. Their main conclusion is that on Facebook, the audience needs a quick value proposition, not complete information. The full text always remains on the website. Overall, these were lessons in establishing cooperation and adapting to unexpected circumstances. A creative, user-focused, design-thinking approach helped address the problems of social media promotion. This became a step towards creating innovative products.
What does Mykolayiv News plan on doing next?
The team will focus on Facebook to gain new audiences, monetisation, and search for new sources of income. They are now more aware of how to use statistical data and audience engagement tools.
What advice would Mykolayiv News give to other journalists or organisations considering a similar path?
If you have a print newspaper, do not give it up under any circumstances. It is the core of your media outlet. Its publication and distribution are very complicated right now. But a print newspaper will make you stronger on social media, add authority and readers, and generally foster a new design-thinking approach. Publishing a newspaper and maintaining a social media presence are the passport of your capability to take on complex projects.
Credit: Transitions, Journalismfund Europe's partner for implementing the Microgrants for Small Newsrooms programme, produced this case study.
