In a recent investigation, the media has uncovered that Russian pro-war influencers are cashing in on the ongoing conflict in Ukraine, raking in substantial advertising revenues through their social media content. These influencers, commonly referred to as “Z-Bloggers” in Russia due to their support for the war, are using platforms like Telegram to share graphic videos of drone strikes and disseminate unverified claims about Ukraine’s President, Volodymyr Zelensky, all while featuring ads for a wide range of products and services, including cryptocurrencies and fashion.
Since the eruption of the full-scale invasion of Ukraine by Russia in February 2022, pro-war influencers have seen their follower counts skyrocket on Telegram. This surge in Telegram users has transformed the platform into a lucrative advertising market, and these influencers have seized the opportunity to monetize their channels by selling advertising space to companies eager to reach young audiences.
To gauge the advertising rates charged by these influencers, members of the BBC’s Global Disinformation Team posed as hotel owners interested in running ads on their channels. Prominent figures in the pro-war influencer category, such as Alexander Kots and Semyon Pegov, quoted prices ranging from £440 to £680 per post and £1,550 per post, respectively. Considering that top war influencers typically post at least one ad every day, their potential earnings significantly surpass Russia’s average monthly wage, which stands at approximately £550.
In addition to providing exclusive content, some of which has been identified as fake or misleading, the Z-bloggers have cultivated a diverse following, ranging from domestic pro-war audiences to Western and Ukrainian analysts seeking insights into the situation on the Russian frontlines. The videos shared by these influencers often contain deceptive information or staged events intended to sway public opinion in favor of the war.
While Telegram claims to provide a platform for independent media outlets and uncensored international news, the app has faced scrutiny for its role in disseminating pro-war content and misinformation. President Putin has acknowledged and rewarded the efforts of these influencers by appointing some of them to influential positions and officially recognizing their contributions to shaping public opinion in Russia’s favor.
