Just For Hype: A Ukrainian PR Agency Promotes Kremlin Narratives in Regions


UkraineWorld has studied how a Dnipro-based PR agency has launched a network of regional news pages on Instagram which regularly share Kremlin narratives.

Instagram is the second most popular social network in Ukraine. According to data from the PlusOnecommunication agency, there were 15 million Instagram accounts registered in Ukraine as of July 2021, only 1 million fewer than the number of Ukrainian accounts on Facebook.

Even though Instagram is mostly seen as a social network for photo enthusiasts, bloggers, and small businesses, it is also used by politicians and political parties. UkraineWorld’s report “Memocracy: How Social Networks Affect Politics In Ukraine” showed that back in 2019, to successfully campaign for the snap parliamentary elections, President Volodymyr Zelensky’s team merged entertainment and information to reach out to millions of Instagram users.

UkraineWorld decided to check whether the popular Kremlin narrative of Ukraine being under “external governance of the West” has had any traction on Instagram during the last year (September 24, 2020-September 24, 2021).

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