On social media there is little talk of the ongoing war between Russia and Ukraine: only 25% of influencers on Instagram and only 14% on Tik Tok.
This is what emerges from the analysis of the posts published by influencers on the Russian-Ukrainian conflict carried out by INTWIG, a Data-Intelligence company for Parole O_Stili, on the occasion of the 2022 edition of the "Non Hostile Communication Festival", scheduled in Trieste from 29 to 30 April and this year dedicated to the theme of Choices.
The top 100 top influencers examined in the period between February 24 and March 21 2022 exposed little about the conflict, condemning the war and expressing their support for the Ukrainian people with messages and actions of solidarity, like the Ferragni sisters who have dedicated only one post in the analysis period inviting their followers to make donations.
INSTAGRAM: POLITICIANS AND SPORTSMAN ON THE PODIUM
Specifically, on Instagram the 25 top influencers who talked about war have published 130 posts and reels on the topic against 530 dedicated to other topics.
First on the list Matteo Salvini who dedicated 70% of its contents of the period to the Russian-Ukrainian conflict, followed by Mara Venier (35%), Federico Bernardeschi (33%), and Luciana Littizzetto (29%).
Influencer Khaby Lame (first for number of fans with over 73 million followers) obtained the highest engagement rate with two of his posts (6.6 million and 3.2 million interactions), followed by Maneskin (660 thousand interactions) and Giorgio Chiellini (384 thousand interactions).
TWITTER: DECREASE OF -55% IN ONE MONTH
On Twitter, 7.3 million tweets were detected in the period indicated with a significant decrease between the start date of the conflict (468 thousand tweets) and March 21 (212 thousand): a decrease of 55% in less than a month.
Of these, only 1 in 5 contains images and less than 1 in 10 displays a video.
Among the top 20 influencers who spoke of war, on the podium: Pope Francis, Laura Pausini and Matteo Renzi.
Followed by: Giorgio Chiellini, Claudio Marchisio, J-Ax, Roberto Saviano, Alessia Marcuzzi, Alessandra Amoroso, Marco Travaglio.
TIK-TOK: LESS POST BUT MORE AVERAGE ENGAGEMENT
Similar situation on Tik-Tok: only 14% of the top 100 influencers talked about the topic for a total of 25 posts against 382 of other content.
Despite being a social network with a purely youth target, unlike Instagram, the contents produced on the war theme obtained a higher average engagement rate than those related to other contents: each post on the conflict has an average of 211 thousand interactions (+ 38% ), compared to the 132 thousand recorded by the other contents.
Also on Tik-Tok, Khaby Lame was the influencer to have obtained the most views with the two posts on the war, respectively 2.6 million and 688 thousand (the same also published on IG).
Drew Nori (647 thousand interactions) and Vincenzo Tedesco (334 thousand) follow him.
From the analysis of the posts dealing with the topic of the Russian-Ukrainian conflict, the different communication style adopted by the influencers as the platform used varies: in-depth and detail of the news on Twitter, messages of solidarity and peace on Instagram and a more irreverent approach and light on Tik Tok, where the average age of users and creators is significantly lower.
The topics most dealt with were, in order of quantity: thoughts to civilians and the difficulties they are experiencing, slogans to forcefully ask for a stop to the war and disseminate messages of peace, comments regarding internal politics, support for dedicated associations and demonstrations against war organized around the world.
Although fewer in number,
"The results of the survey conducted by INTWIG anticipate some of the contents that we will deal with during the Festival of non-hostile communication which this year is entitled" Of the head, of the belly and of the heart "and is dedicated to the theme of choices - he declared Rosy Russo communication expert, President and founder of Parole O_Stili - "Choosing not to tackle a topic that is as current as it is important brings with it a series of double-sided evaluations: on the one hand, influencers and creators are aware that a military conflict does not it is an issue on which they have expertise, on the other hand the role of intermediaries is lost to make these issues closer to everyone's sensitivity. "
