Bharat SainiLast Updated on November 13, 2024 by Bharat Saini
The Role of Influencers in the War
Often criticized for being socially unaware, social media influencers play a crucial role in modern marketing strategies, regardless of company size. However, on February 24, 2022, when Russia invaded Ukraine, influencers from both countries took on a new role. Ukrainian influencers became voices of resistance, documenting the horrors of war, while some Russian influencers risked everything to condemn the invasion.
Russia’s Response: The ‘Fake News Law’
In response to the Russian influencers who criticized the invasion, the Putin government enacted the ‘Fake News Law,’ criminalizing dissenting voices. Despite the risks, many Russian influencers continued to speak out against the war, using platforms like TikTok and Instagram. These brave individuals, like the Russian protestors who took to the streets, faced severe consequences, but their influence became a thorn in the Kremlin’s narrative of national unity.
How Ukrainian Influencers Shifted Their Content Amid War
According to The Guardian, one key reason Ukrainian influencers changed their content was the direct impact the invasion had on their lives, as many experienced attacks or had family in the war zones. The need to spread the word became essential.
In the digital age, influencer marketing is not just about brand partnerships. It has become a medium to highlight global issues, and Ukrainian influencers used their platforms to show the world the horrors of the Russian invasion. For example:
- Anna Prytula: Known for showcasing her luxurious lifestyle with high-end fashion items, Anna’s content shifted drastically. Glamorous photos of designer bags were replaced by grim footage of missile strikes in her hometown of Lviv. Her posts transformed into survival guides, including advice on finding shelter during the attacks and pleas to NATO for intervention.
- Elena Mandziuk: A Ukrainian travel blogger, Elena’s content shifted from fun-filled travel updates to instructional videos on how to make Molotov cocktails. Her new role as a citizen defender resonated with millions of her followers, who saw the harsh realities of war through her lens.
- Mary Furtas: An entrepreneur and influencer, Mary used her 55,000 followers to share her political stance and call international leaders to intervene. Her posts featured her in front of a red square display picture with text accusing every Russian of being responsible for the invasion.
Russian Influencers’ Brave Opposition
Despite the Russian government’s attempt to control the narrative, many Russian influencers stood up against the war, risking their freedom. Russia’s criminalization of anti-war sentiments put these influencers in jeopardy, yet they persisted. Influencers took to TikTok and Instagram to post content that exposed the destruction caused by the Russian army, breaking through state-controlled media’s propaganda.
These influencers’ defiance helped shatter Putin’s portrayal of Russian unity in favour of the war. Their timely posts not only spread awareness but also damaged the Russian government’s reputation globally. For example, some of the most impactful content came from influencers who juxtaposed peaceful pre-war moments with the invasion’s chaos and destruction.
Bringing the War to TikTok: The Role of Ukrainian Influencers
TikTok became a significant platform for Ukrainian influencers to document the war. Influencers like Kristina Korban, who previously shared content about personal finance and gym motivation, quickly shifted gears. On February 23, Korban shared footage of bombs exploding in her hometown of Kyiv. Her previously light-hearted advice posts were replaced with grim updates on the escalating war.
These influencers provided real-time updates on the war, with Kristina’s TikTok videos detailing the chaos, such as air raid sirens, empty grocery store shelves, and her family’s efforts to stay safe. With over 9 million followers, her content reached audiences worldwide, many of whom were not previously familiar with Ukraine’s struggle.
Elon Musk’s Starlink Service provided internet access to Ukraine despite Russia’s attempts to block it, ensuring that influencers could continue to share real-time updates on TikTok. This access allowed the world to witness the war’s devastation, countering Russian disinformation efforts.
Impact on Influencer Marketing
The war has reshaped influencer marketing, particularly for Ukrainian influencers. Brands, especially international ones, have shown solidarity with Ukraine by pulling out of Russia and supporting Ukrainian content creators. Working with Ukrainian influencers allowed companies to express their support for the country while appealing to a global audience.
Brands now see influencer marketing as more than a commercial strategy; it is a platform for activism and advocacy. Ukrainian influencers, many of whom had years of experience creating content for entertainment, have now transitioned into de facto war correspondents. One notable example is Kristina Korban, who has used her platform to sell 2,000 pro-Ukrainian merchandise items, with profits directed toward helping war-affected citizens.
The Future of Influencer Marketing During Global Crises
Ukrainian influencers have shown that social media can be a powerful tool for advocacy, awareness, and resistance in times of crisis. Their adaptability has underscored the importance of authenticity and influencers’ human connection to their audiences.
Brands looking to partner with influencers during sensitive times must tread carefully. Ethical considerations, transparency, and support for social causes are now vital for influencers and brands. Ukrainian influencers are setting a new standard for how content creators can become voices of change during crises, and brands are taking note.
Where to Find Ukrainian Influencers to Support
Platforms like Influencer offer curated lists of influential creators based in Ukraine for businesses or individuals looking to collaborate with Ukrainian influencers. Working with these influencers is a powerful way to support the Ukrainian cause while maintaining authenticity and integrity in marketing.
Conclusion
Ukrainian and Russian influencers have become critical players in documenting the war, resisting propaganda, and shaping global perceptions. Their content has transformed from entertainment-focused posts to politically charged messages, exposing the brutal realities of the Russia-Ukraine conflict. Brands that recognize the power of these voices are now more inclined to partner with influencers, understanding that social media is not just a marketing tool but also a platform for change.
