Ukrainian influencers Are Anything But Vapid

Often social media influencers are criticized for being socially unaware of the realities of life. But they remain a key figure in the marketing strategies used by most brands, irrespective of the size of the company, to bring in consumers. The social puritans often pan the method. However, when Russia invaded Ukraine on February 24, 2022, the Ukrainian influencers and their Russian counterparts took a new role. They became the voice of resistance. 

 

The Putin government hit the Russian influencers who condemned the invasion with the new criminal law known as the ‘Fake News Law.’ On the other hand, while braving the attack launched by the Russians in the country, the Ukrainian influencers continued to document the horrors that the Putin army brought with them. 

 

How Ukrainian Influencers Adapted Their Content?

The Guardian reported that one of the key reasons that Ukrainian influencers changed their content as Russia invaded the country is because many have faced the attack or have families in the cities that were attacked. The need to spread the word became essential. 

 

In the digital age generation, where influencer marketing and social media connections have become the key, the platform is a perfect medium to showcase the horrors the Ukrainians are going through. 

 

For instance, not very long ago, Anna Prytula on Instagram showcased her uber-rich lifestyle with lines of Louis Vuitton bags in the frame, designer boxes and bags, perfect cakes, and bouquets. She is a mega influencer with millions of followers. Of it, 16 percent are Russian, whereas 71 percent are Ukrainian. But these posts suddenly changed from glam photos of life in luxury hotels to snippets and footage of missiles bombarding her hometown. The clear, clear, fashionable account picture was replaced with a bright red square and a text that Russia was attacking her hometown Lviv. The posts became advice on how to find shelter and hide from the attacks and pleas to NATO to save Ukraine and intervene. 

 

The Ukrainian travel blogger Elena Mandziuk instead of showing the places she visits and the fun she has, which engaged her followers, the Instagram stories became political. She was teaching her millions of followers how to defend the country from the Russian invasion with a DIY on making Molotov cocktails. 

 

Similarly, the Ukrainian entrepreneur Mary Furtas’ posts became pleas to the international political players and leaders. Her 55,000 followers became aware of her political stance. In her red square display picture, the text was, ‘Every Russian is responsible for this. 

 

But despite the strangulation of the freedom of speech by the Russian dictator and his minions, many Russian influencers were not afraid to showcase the destruction the war brought. 

 

It is a known fact that any individuals staying in Russia who don’t toe with the government are at risk of getting arrested or facing worse consequences. The situation that Russian protestors who took the streets to support the Ukrainians in the war understood too soon the wrath they had brought on themselves. Despite that, the Russian influencers took to TikTok, Instagram, and other social media platforms to demonstrate they opposed the war. The well-timed post on the war by the Russian influencers inflicted more damage to the reputation of Putin and his claims of the Russian people being united in the case of war against Ukraine. 

 

Ukrainian Influencers Bring The War To TikTok 

Ukrainian influencer Kristina Korban’s followers got punch lines like ‘DO WHAT MAKES YOU FEEL HAPPY!’ or ‘STAY CONSISTENT’ and even a light-hearted one-liner, ‘YOU CAN BE AN INVESTOR.’ It referenced Russia’s pressure on Ukraine and escalated the situation. But all these fell apart; no longer the case evoked anything that was blithe. Instead, on her TikTok video on February 23, the post was about the bombs exploding in her home- city Kyiv, and the rattling noises as she ducked into the bed. No longer do her 9 million followers receive a steady stream on personal finances, gym motivation, and trending life tips. Instead, the videos were as she described the horror of the bombings and said, ‘This might be the beginning of something serious. 

 

Though Ukrainians were under attack, the Russians shot their satellite. Still, thanks to Elon Musk, the Ukrainian influencers could continue to use TikTok to open the world to the horrors created by the Russian troops. For weeks people around the world could watch the Russian military vehicles and troops move through the cities of Ukraine in bite-sized clips. Many TikTokers like Kristina Korban have now become a representative on the social media platform to showcase the delipidated condition of the capital city. The platform is now used to update her viewers on the air raid sirens, lines at the grocery stores, and how her family keeps the food inventory. 

 

Many of the followers of these TikTokers are from the US and other Western countries. Some didn’t have much idea of Ukraine, but as these influencers changed their posts from lifestyle or fashion pundits to the horrors of the war, the Russian and other governments came under pressure. Once again, the relatability that has made the influencers such an essential part of modern marketing strategies is helping the world see the condition of Ukraine due to Russia’s invasion. 

 

Most of the Ukrainian influencers who have had years of experience in creating content for TikToks and other platforms in a morbid way is now serving as an unconventional war correspondent. She continues to be the influencer and has been able to sell about 2,000 pro-Ukrainian merchandise. The profits she intended to use for the war affected Ukrainians. 

 

The audience who didn’t know or follow the Ukrainian influencers is now turning towards them. The result is these influencers from Ukraine can increase their following and hence the awareness about what is happening in Ukraine. 

 

What Does It Mean For Influencer Marketing?

Since most international brands have supported the Ukrainians in sanctioning or boycotting Russia’s invasion, brands are now eager to work with Ukrainians on the social media platform. It is one of the best ways for companies to show their support for the country while appealing to the target audience and consumers with their sensitive side. 

 

But if you are wondering where to find the Ukraine-based influencers or whom you should follow, check the list at Afluencer.