By Valentyna Konovalova
Russia’s pro-war influencers, known as "Z-Bloggers," have turned the ongoing war into a lucrative business, using social media to profit from the war. The saying "One man's misfortune is another man's gain" perfectly captures how these influencers exploit the
devastation of the war for financial benefit. These Z-Bloggers seamlessly blend war-related content with advertisements for everything from fashion brands to cryptocurrencies. They mix sensational, graphic footage of drone attacks with fabricated stories about Ukrainian President Volodymyr Zelensky, reaching millions of followers and shaping public opinion—particularly among impressionable youth.
The term "Z-Bloggers" comes from their association with the pro-war symbol, the letter "Z," which has become synonymous with Russian military support. Many of these influencers are closely aligned with the Russian military, sharing firsthand battlefield footage and actively encouraging young Russians to enlist in the war effort. After the Kremlin banned Western platforms like Instagram, Facebook, and Twitter, Russian users flocked to Telegram, where pro-war influencers have built massive followings since the full-scale invasion began in February 2022. Telegram's relatively unregulated environment has enabled them to thrive, merging wartime propaganda with profitable business ventures.
Pro-war blogger Alexander Kots charged up to 2,349.18 Georgian lari per post on his Telegram channel, Source: (Atanesian, 2023)
One of the most notable figures in this movement is Alexander Kots, a veteran correspondent for a pro-government newspaper who transitioned into a war influencer. With
over 600,000 followers on his personal Telegram channel, Kots uses his platform to amplify
Kremlin-backed narratives and profit from the war’s media frenzy. Kots charges between
48,000 and 70,000 roubles (approximately 1,301 to 1,898 Georgian lari) per post on his
channel, depending on how long the ad remains pinned at the top of his feed (Atanesian,
2023).
The continuous production of exclusive videos fuels the Z-Bloggers' growing influence. These videos not only attract a wide range of viewers—ranging from Western and Ukrainian analysts to domestic pro-war supporters—but also sustain the influencers’ power
by constantly reinforcing pro-Kremlin messages. This steady stream of content plays a
crucial role in shaping the public perception of the war and maintaining the momentum of
Russia’s information strategy.
The Russian-Ukrainian war is unlike any before it—a conflict not only fought on the battlefield but also waged in the vast, borderless world of the internet. Unlike past wars,
where traditional media and state narratives controlled the flow of information, today's digital
age has shattered those barriers. Now, people across the globe can witness events unfold in real time, gaining access to perspectives once hidden behind propaganda and censorship.
One of the most striking moments of this war was the way Ukrainian leaders—Zelensky, Shmyhal, Yermak, and Arahamia—used the internet to defy expectations. Instead of fleeing, they remained in Kyiv, broadcasting their presence to the world. Their decision to lead from the front lines, captured and amplified through digital platforms, sent a powerful message of resilience and unity. It wasn’t just about showing strength—it was about
proving that Ukraine would stand and fight.
Zelensky, Shmygal, Yermak, and Arahamia recorded an appeal from under the OPU: We are here, Source: (We Are Here, 2022)
But this unprecedented level of access cuts both ways. Social media platforms like Twitter, Telegram, and YouTube have become double-edged swords—tools for both truth and deception. On one hand, they have given Ukrainian voices a global megaphone, rallying international support and documenting the war as it happens. On the other, Russia has turned these same platforms into weapons of disinformation, deploying bots, fake accounts, and state-backed media to manipulate public perception, particularly in the West.
The sheer scale of this digital war has exposed an urgent need for media literacy. In an
era where viral narratives can alter real-world events—swaying elections, fueling conflicts,
and reshaping how we perceive reality—the ability to separate fact from fiction has never
been more critical. Governments, journalists, and everyday people must navigate this storm
of information carefully, ensuring that they aren’t unknowingly amplifying falsehoods.
Platforms like Telegram have become battlegrounds in their own right. After Russia banned Western social media sites, Telegram became a refuge for millions of Russian users and a breeding ground for pro-war influencers. These "Z-Bloggers" have turned war into business, amassing huge followings by blending nationalistic rhetoric with lucrative
advertising deals. Their content—raw battlefield footage, sensationalized claims, and calls to arms—has transformed the way the war is perceived within Russia, fueling both pride and paranoia.
This war has made one thing clear: the internet is no longer just a space for communication; it is a battlefield where narratives are crafted, distorted, and weaponized.
Public opinion has become a strategic asset, fought over just as fiercely as any piece of land. In this digital era, the most powerful weapon isn’t always a missile or a tank—it’s the control of information.
For me, this realization has been deeply personal. I’ve become more critical of the content I consume and share, knowing how easily misinformation can be disguised as truth. Understanding how Russia has weaponized social media to spread false narratives about
Ukraine and President Zelensky has made me more vigilant, particularly on platforms like
Telegram, where propaganda thrives unchecked.
As we move forward in a world increasingly shaped by digital information, the question isn’t just about who controls the narrative—it’s about how we, as individuals, engage with it. How do we ensure that the information we consume is authentic and responsible? In an age where deception is easy and attention is currency, taking ownership of the narratives we interact with is no longer optional—it’s essential.
Media literacy is not just a useful skill; it is our first line of defense. The ability to analyze sources, recognize biases, and resist manipulation is what stands between truth and distortion. If we fail to develop this awareness, we risk letting falsehoods dictate reality. But if we succeed, we can safeguard not only our own understanding but also the integrity of public discourse in an increasingly digital world.
The Russia's war in Ukraine is unlike any war we've seen before, largely due to the way the internet has shaped the battlefield. Traditionally, wars were fought with guns and tanks, but today, the digital landscape is just as critical. Instead of relying solely on government- controlled media, we're now living in a time when information spreads instantly across the globe, with real-time updates and perspectives available at the touch of a button. This shift has not only changed the way we view the war but also shown us how easily digital platforms can be used for manipulation and control.
One of the most striking elements of this war is the rise of Russian pro-war influencers, known as "Z-Bloggers." These individuals have turned the conflict into a profitable business, using social media platforms to promote their pro-Kremlin messages while making money from advertisements. The term "Z-Bloggers" comes from the pro-war
symbol, the letter "Z," which has become a symbol of Russian military support. These
influencers mix graphic war footage with commercial promotions, selling everything from
fashion brands to cryptocurrencies. At the same time, they spread sensationalized stories, like fake accusations about Ukrainian President Zelensky, reaching millions and shaping
opinions—particularly among younger people.
After the Kremlin banned Western social media platforms like Instagram, Facebook,
and Twitter, many Russian users turned to Telegram, a platform with fewer restrictions. This
migration gave pro-war influencers a massive opportunity to expand their reach. Telegram’s
unregulated environment has allowed these influencers to flourish, combining wartime
propaganda with commercial ventures, making them not just political voices, but also
profitable entrepreneurs. One of the most prominent figures in this space is Alexander Kots, a journalist who transitioned to becoming a war influencer with over 600,000 followers on his
personal Telegram channel. Kots has turned his platform into a place where ads can be
bought, with prices ranging from 48,000 to 70,000 roubles (about 1,300 to 1,900 Georgian
lari) depending on how long the ad stays at the top of his feed. The fact that he profits from
this war shows just how deeply the conflict has entered the business of digital influence.
The continuous production of exclusive videos by Z-Bloggers fuels this growing business. Their videos attract a wide range of viewers—both from the West and Ukraine—seeking to understand the situation on the Russian frontlines. Meanwhile, domestic pro-war supporters consume and share these videos, strengthening the Kremlin’s narrative. This steady flow of content keeps the influence of these Z-Bloggers alive, ensuring their message stays relevant and visible.
But the role of the internet in this war goes beyond the commercial success of influencers. Social media platforms like Twitter, Telegram, and YouTube have been pivotal in spreading both accurate news and disinformation. On one hand, these platforms have allowed Ukrainians to amplify their voices and rally international support. On the other, Russia has used these same tools to spread its propaganda, deploying bots, fake accounts, and state-backed media to sway public opinion—particularly in the West. This is where the true battle for information lies: in the digital space, where it’s difficult to separate truth from manipulation.
This war has highlighted just how vital it is to be able to think critically about the information we consume. In this digital age, where misinformation can be spread just as quickly as real news, it’s no longer enough to just passively consume content. We need to verify sources, be aware of biases, and understand how easily information can be manipulated. The war has shown us that digital narratives have a real-world impact, influencing everything from global politics to public opinion.
Z-Bloggers use several psychological tactics to keep their followers engaged and loyal. One of the most powerful techniques is the use of fear and uncertainty. These influencers constantly amplify threats, portraying Russia’s fight as a battle for survival. By framing the war as something that Russia cannot afford to lose, they create a sense of urgency that makes it harder for followers to critically evaluate what they’re being told. This fear makes their audience more likely to rally behind the war effort, without questioning its morality or necessity.
Another tactic is the appeal to nationalism and patriotism. Z-Bloggers frame the war as a righteous battle for Russia’s future, appealing to a deep sense of pride in the country’s
history and legacy. The letter "Z" has become a symbol of national pride, and Z-Bloggers
constantly remind their followers that they are defending Russia from external threats. This
taps into a core sense of identity, making it harder for individuals to break away from the
narrative or question its validity.
Victimhood is also a powerful tool. By portraying Russia as the victim of Western imperialism and Ukrainian "Nazism," Z-Bloggers create a moral justification for the war.
They position Russia as a defender, fighting not just for its sovereignty but for the very
survival of its people. This makes it easier for followers to accept the violence and
destruction caused by the war, as it’s framed as a necessary and just action.
But perhaps one of the most powerful strategies Z-Bloggers employ is the creation of
tribalism. They encourage followers to view themselves as part of an in-group, united by a
common cause. This collective identity makes it harder for individuals to critically engage
with the information they’re receiving. It’s no longer just about the war—it’s about being a
"true Russian" who supports their country. This us-versus-them mentality strengthens loyalty
and discourages dissent.
The rise of Z-Bloggers and the weaponization of social media in this war have made it clear that information itself is now a tool of warfare. This isn’t just about controlling physical territory anymore; it’s about controlling the narrative. And in today’s world, the internet is just as important as any battlefield.
Personally, learning about the ways in which Russia has used social media to spread misinformation has made me more cautious about the content I consume. In a world where so much information is readily available, it’s easy to forget how easily that information can be manipulated. Whether it's on Telegram or other platforms, it’s important to always verify
what we're reading and share only what we know to be true. Critical thinking is no longer just a useful skill—it’s essential in navigating the digital landscape.
As we move forward in a world increasingly shaped by digital information, the question becomes: How do we, as individuals, ensure that the content we consume is authentic and responsible? In an age where disinformation campaigns can sway elections and fuel conflicts, it’s up to each of us to take responsibility for the narratives we engage with.
Media literacy is no longer just a nice-to-have—it’s a defense against the growing influence
of information warfare. By developing the ability to critically analyze sources, recognize
biases, and resist manipulation, we can safeguard not only our own understanding but also the integrity of public discourse in this digital age.
About the author: Valentyna Konovalova is an exchange program student at Tbilisi State University (media psychology and communication program) from Vilnius University, she studies marketing. Valentina participates in social projects and is a volunteer. She is passionate about marketing and social initiatives and strives to apply her knowledge in practice.
References:
Atanesian, B. G. (2023, September 1).,Ukraine war: Putin influencers profiting from
war propaganda, available at: https://www.bbc.com/news/world-europe-66653837
We are here, (2022) [Video], available at:
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