Social media has played a prominent role during the Russo-Ukrainian War, and especially the full-scale Russian invasion of Ukraine. It has made the war one of the most "meticulously documented" in recent history.
Outreach by Ukraine
Ukrainian President Volodymyr Zelensky has personally used a "unique, media-friendly style" in how he communicates with the public on social media during the full-scale invasion. On 25 February 2022, shortly after the beginning of the full-scale Russian invasion, as the battle of Kyiv began with Russian forces approaching the city and false rumors spread of Zelensky fleeing the city, Zelensky posted a "defiant" video of himself with other top government leaders on the streets of Kyiv, saying "We are all here. We're in here. We are in Kyiv. We defend Ukraine." Throughout the war, Zelensky has continually posted low-production-value "selfie videos" on social media giving updates and speeches as an everyman, furthering his perceived authenticity and boosting Ukrainian morale.
In July 2022, Ukraine launched United24 Media (separate from the United24 fundraising platform), a cross-platform, mostly English-language outlet "to promote Ukrainian culture and debunk Russian propaganda". Valentyn Paniuta, head of the organization, described Ukraine's public outreach as a "question of [Ukrainian] survival, noting that since support for Ukraine came from Western democracies, Ukraine needed to "appeal to ordinary people" from those countries and "make them feel some kind of empathy for the Ukrainian people".
Paniuta noted that "Ukraine faced a situation where there was powerful Russian propaganda in different countries, but we didn't have any international media. We had to create it immediately, and our only weapon was viral content on social media." Marketing expert Srulik Einhorn, writing in the Jerusalem Post, called the social media campaign conducted by Ukraine during the full-scale invasion "one of the most brilliant campaigns orchestrated by countries in recent decades".
Ukrainian soldier Roman Trokhymets has gained a significant social media following after sharing his experiences in the war online, one of his videos, ″Thoughts and experiences under fire at the front″ gaining over 1.2 million views.
Military impact
In the leadup to Russia's full-scale invasion of Ukraine, footage of Russian military vehicles posted to the video-sharing platform TikTok helped corroborate widespread Western claims of an impending invasion. During the invasion itself, open-source intelligence (OSINT) derived from social media footage has continued to play a large role in the conflict. The Economist wrote that this poses a "nightmare" for militaries trying to preserve operational security.
On the Ukrainian side, civilians have been able to report information about Russian troop movements through Telegram bots that channel the data back to Ukrainian military authorities. The Security Service of Ukraine have said that at least once, a tip-off had allowed them to successfully strike Russian vehicles during the Battle of Kyiv in 2022.
Disinformation and propaganda
Russian information war against Ukraine
Russia has used online disinformation and propaganda to justify its war aims on social media for years, even before its 2014 annexation of Crimea and the beginning of the Russo-Ukrainian War. According to a report by NATO's Cooperative Cyber Defence Centre of Excellence, during the early stages of the war, pro-Russian social media accounts "systemically cultivated fear, anxiety, and hate" among ethnically Russian and other minority populations of Ukraine by distributing and manipulating images of supposed atrocities by Ukrainian forces. For example, during the 2014 Odesa clashes in the wider 2014 pro-Russian unrest in Ukraine, there was a viral post originally posted to Facebook - now widely considered to be a hoax - by a supposed "Igor Rosovskiy" claiming to have witnessed Ukrainian nationalists beating up other residents of the city and burning them alive, and making antisemitic threats towards Rosovskiy, an alleged emergency physician, when he tried to help the victims. Analysts later discovered that Rosovskiy's profile picture "was actually that of a dentist from the North Caucasus", leading them to conclude the story was fake. In another prominent example, the fake crucified boy story, a piece of atrocity propaganda about Ukrainian forces supposedly publicly crucifying a three-year-old boy in the eastern Ukrainian city of Sloviansk, was originally spread on Russian state TV, but spread widely on social media afterward.