It’s not just on the vast Ukrainian plains or in the ruins of bombed cities that Kyiv and Moscow are clashing: according to a specialist, the two camps are also fighting on the web, in what is called the “first TikTok war.”
The specialist in question, Marcello Fantoni, has conducted several interviews with former and current members of the Ukrainian armed forces to analyze the role played by social media in this conflict that has been ongoing for over four years.
According to this researcher, these digital networks help create a “feedback loop” in which military operations funded by donations lead to the need for even more financial support.
In Mr. Fantoni’s view, there are several reasons for the proliferation of content produced on the front line on social media. One of them is the widespread access in Ukraine to devices that can record video footage, such as drones and smartphones.
Another reason is that the online content fuels support from the rest of the world for the Ukrainian cause.
“From a military perspective,” Mr. Fantoni writes in a statement, “not producing content gives the enemy a global battlefield without opposition, with the ability to exploit it as they wish, giving them the opportunity to develop advantages in terms of information, but also in terms of culture.”
However, the main reason behind the content production remains fundraising.
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As the Ukrainian government tries to make the most of resources weakened by four years of war, the pro-Kyiv content published online by the army aims to raise money to buy new supplies, such as fuel, spare parts, and even complete vehicles.
Many of these donations come from civilians, but a large proportion of the funds raised have been given by soldiers. In fact, videos showing combat are the type of content most likely to encourage donations.
According to the study, social media also serves as a platform for recruitment, with units with a strong online presence being more successful in convincing individuals to enlist.
This can also lead to a feedback loop, Mr. Fantoni mentions, as “conducting such combat operations can obviously lead to deaths and injuries, and these soldiers must then be replaced to ensure the effectiveness of the forces. And so, the cycle begins again.”
Ultimately, the researcher indicates that these campaigns led on social media by the Ukrainian armed forces “represent a desperate and useful use of the few tools they have in a context of significant shortage.”
“The front line never absorbs enough men or equipment,” the author of the study reminds us. “In fact, it’s the opposite; the war machine is always getting heavier, while those who survive must fight to stay alive, as resources are constantly dwindling.”
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