Russia’s pro-war influencers are cashing in on substantial advertising revenues through their social media coverage of the conflict, according to the BBC’s investigation.
These influencers, often referred to as “Z-Bloggers” in Russia due to their support for the war, frequently share gruesome videos of drone strikes and disseminate false claims regarding Ukrainian President Volodymyr Zelensky. In addition to this content, they also promote advertisements ranging from cryptocurrency to fashion products.
Many of these influencers are embedded with the Russian military and share frontline footage, encouraging young Russians to join the military. Since the full-scale invasion began in February 2022, pro-war influencers have amassed millions of followers on Telegram, a social media platform that gained popularity among Russians after President Vladimir Putin banned Instagram, Facebook, and Twitter. This surge in Telegram users has led to a booming advertising market on the platform.
War influencers have seized this opportunity by offering advertising space to companies seeking to connect with their young audience. To assess their advertising rates, members of the BBC’s Global Disinformation Team posed as hotel owners interested in advertising on their channels.
Prominent influencers, including Alexander Kots, a veteran correspondent turned war influencer with over 600,000 followers on his personal Telegram channel, and Semyon Pegov, also known as WarGonzo, with over 1.3 million followers, were among those contacted during the investigation.
Alexander Kots disclosed that posting an advertisement on his channel would cost between 48,000 and 70,000 Russian roubles (£440-£680), depending on the duration the ad remained at the top of his Telegram feed. WarGonzo, on the other hand, quoted a price of £1,550 per post.
Leading war influencers typically share a minimum of one advertisement per day, resulting in potential earnings that far exceed Russia’s average monthly wage of 66,000 roubles (£550).
An advertising agent affiliated with Wagner-related channels provided a quote of £260 per advertisement in Grey Zone, a Telegram channel with exclusive access to Wagner and a following of over 600,000 subscribers.
For advertising on Alexander Simonov’s channel, a correspondent affiliated with the Ria Fan website founded by the late mercenary leader Yevgeny Prigozhin, the agent quoted a rate of £180 per post.
In the case of another Ria Fan reporter, Alexander Yaremchuk, who has a smaller following, the rates are lower, at £86 per post.
While some of the Z-bloggers possess substantial experience in war reporting for state-run media, individuals like Maryana Naumova lack professional training. Maryana, a former powerlifter, underwent a reporting course at a Wagner mercenary base and now hosts her own show on national TV.
For advertising on Alexander Simonov’s channel, a correspondent affiliated with the Ria Fan website founded by the late mercenary leader Yevgeny Prigozhin, the agent quoted a rate of £180 per post.
In the case of another Ria Fan reporter, Alexander Yaremchuk, who has a smaller following, the rates are lower, at £86 per post.
While some of the Z-bloggers possess substantial experience in war reporting for state-run media, individuals like Maryana Naumova lack professional training. Maryana, a former powerlifter, underwent a reporting course at a Wagner mercenary base and now hosts her own show on national TV.