How Ukraine is winning the social media war

After almost eight months, the war in Ukraine hangs in the balance. Ukrainian counter-offensives continue to make progress, while Russian forces are still pressing elsewhere.

But on the internet, it’s a very one-sided affair.

“This is a meme nation,” says Olena, a Kyiv entrepreneur who manages teams of social media volunteers.

“If this was a war of memes, we would be winning.”

Olena is not her real name. Due to the sensitive nature of the work she and her teams carry out on behalf of Ukraine’s defence ministry, she has asked to remain anonymous.

Her teams work round-the-clock, reacting within hours to news from around the country, producing punchy videos, often set to music, for the ministry’s audiences at home and abroad.

Just as Ukraine’s President Volodymyr Zelensky tailors speeches to foreign parliaments to take account of local history, culture and sensibility, so Olena’s five-strong international team target their messages.

A June video thanking Britain for its military…

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