In a shocking revelation, a thriving industry of pro-war influencers in Russia are reaping massive advertising profits by exploiting the ongoing Ukraine conflict. These influencers, often referred to as “Z-Bloggers” for their unwavering support of a war symbolized by the letter Z, have amassed millions of followers on the popular social media platform Telegram since the full-scale invasion in February 2022. They capitalize on this surge in users by selling advertising space to companies eager to reach their youthful audience.
The Lucrative Business of Pro-War Influencers
The explosion of Telegram users, driven by Russia’s ban on Instagram, Facebook, and Twitter, has created a fertile ground for pro-war influencers to thrive. With the ability to reach millions of followers, these Z-Bloggers have turned their platforms into cash cows. Alexander Kots, a veteran correspondent turned war influencer with over 600,000 followers on his personal Telegram channel, revealed that he charges anywhere from 48,000 to 70,000 roubles (£440-£680) per post, depending on the ad’s duration at the top of his feed. The most prominent influencer, WarGonzo, quoted an astonishing £1,550 per post. Given that these top influencers post at least one ad per day, their potential income far exceeds Russia’s average monthly wage of 66,000 roubles (£550). Even lesser-known channels, such as Grey Zone, commanded £260 per ad with over 600,000 followers, while others like Alexander Simonov charged £180 and Alexander Yaremchuk as little as £86 per post.
Manipulating Audiences with Fake Content
While some Z-Bloggers have extensive war reporting experience, others, like Maryana Naumova, lack professional training. Regardless of their background, these influencers play a critical role in shaping the narrative of the war. They regularly share exclusive, often gruesome, videos from the front lines, attracting a diverse following ranging from domestic pro-war audiences to international analysts keen to understand the situation in Russian trenches. However, it has come to light that several of these influencers disseminate fake content to galvanize support for the war. In one notable case, they shared a staged video portraying Ukrainian soldiers mistreating civilians, conveniently failing to mention that the video was geolocated to an area under pro-Russian proxy forces since 2014, making it impossible for a uniformed Ukrainian soldier to operate there. This is just one example of the deceptive tactics employed by Z-Bloggers to bolster their cause.
Putin’s Endorsement and Influence Over Z-Bloggers
President Putin has not only acknowledged the impact of these pro-war influencers but has also actively engaged with them. He appointed Alexander Kots to the presidential human rights council, while Semyon Pegov and several other bloggers became members of a working group on mobilization. In a significant move, Putin invited pro-war influencers and state media reporters to the Kremlin for a two-hour conversation, emphasizing the critical role they play in the information war. He expressed his reliance on their help, recognizing that the battle in the information space is as crucial as any battlefield.
As the conflict in Ukraine rages on, the disturbing revelation of these profit-driven pro-war influencers sheds light on the complex web of misinformation and manipulation surrounding the war. Their ability to amass significant wealth and followers while perpetuating fake narratives underscores the challenges faced in combating disinformation in the digital age. Telegram, the platform on which these influencers operate, has defended its position, claiming to provide access to independent media outlets and uncensored international news. However, the sinister influence of the Z-Bloggers remains a significant concern, with their impact stretching far beyond Russian borders.
