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Belarus is ramping up its propaganda machine ahead of the All-Belarusian People’s Assembly, deploying a multi-platform strategy that now includes social media influencers and TikTok creators, marking a significant shift in state messaging tactics.
The upcoming Assembly, scheduled as a major political event in Belarus, has become the centerpiece of an elaborate promotional campaign. State authorities are leveraging both traditional media channels and digital platforms to build public interest and participation in what they frame as a crucial democratic forum.
“The regime has learned from past failures in reaching younger audiences,” explains Ihar Melnikov, a media analyst based in Vilnius. “They’ve recognized that conventional television broadcasts aren’t effective with Generation Z, so they’re adapting their approach to include the platforms where young Belarusians actually spend their time.”
This strategic pivot comes amid declining trust in state media following the contested 2020 presidential election and subsequent crackdown on independent journalism. With many independent media outlets now operating from exile, Belarusian authorities face challenges in controlling the narrative, particularly among tech-savvy youth.
The propaganda campaign features carefully selected social media personalities who present themselves as independent commentators while promoting state-approved messages. These influencers create content discussing the Assembly in positive terms, often without disclosing their connections to government initiatives.
One notable example is a series of TikTok videos featuring young creators who present simplified explanations of the Assembly’s purpose, emphasizing themes of national unity and stability. These videos employ popular TikTok formats—including trending sounds and visual effects—to make political messaging more palatable to younger viewers.
“What we’re seeing is the gamification of propaganda,” notes Katia Glod, a Belarus expert at the Center for European Policy Analysis. “The content is designed to be shareable and appears authentic, making viewers less likely to recognize it as state messaging.”
The campaign extends beyond social media to include coordinated messaging across billboards, workplace meetings, and televised discussions. Officials have organized “information days” in educational institutions and large enterprises, where attendance is often mandatory for students and employees.
Belarusian state television has broadcast special segments highlighting the Assembly’s historical significance, frequently featuring testimonials from citizens expressing enthusiasm for the event. These broadcasts emphasize themes of sovereignty and economic development while avoiding mention of ongoing political tensions.
The Assembly itself represents a key element in President Alexander Lukashenko’s political structure. Officially described as a forum for direct democracy, critics argue it functions primarily to legitimize decisions already made by the leadership. This year’s event holds particular significance as it comes amid constitutional changes that could reshape Belarus’s governance structure.
Media monitoring organizations have documented a significant increase in Assembly-related content across all platforms, with messaging carefully tailored to specific demographic groups. Content targeting older Belarusians emphasizes stability and tradition, while youth-oriented messaging focuses on future opportunities and national pride.
“The sophistication of this campaign shows the regime’s determination to manufacture consent,” says Franak Viačorka, a Belarusian journalist and political analyst. “They’re investing substantial resources in creating the appearance of popular support.”
Digital rights experts have raised concerns about the opacity of some promotional content, particularly when state affiliations aren’t disclosed. Unlike traditional propaganda, which is easily identifiable, social media campaigns can blur the line between authentic content and state messaging.
Despite these extensive efforts, there are indications that many Belarusians remain skeptical. Online discussions on platforms outside state control reveal significant criticism of the Assembly, with many viewing it as political theater rather than genuine civic engagement.
International observers continue to monitor these developments within the broader context of Belarus’s information landscape. The evolution of propaganda techniques represents a significant challenge for media literacy initiatives and independent information sources serving the Belarusian public.
As the Assembly approaches, analysts expect the intensity of promotional activities to increase further, with particular emphasis on generating visual evidence of public enthusiasm that can be showcased both domestically and internationally.
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6 Comments
Interesting strategy by Belarus to leverage social media influencers for their propaganda efforts. I wonder how effective this will be in reaching younger audiences and building support for the All-Belarusian People’s Assembly.
The regime’s pivot to digital platforms like TikTok shows they’re adapting to changing media consumption habits. However, the declining trust in state media could undermine their messaging, even with influencer campaigns.
That’s a good point. Younger Belarusians may be skeptical of content promoted by state-backed influencers on social media.
It’s concerning to see authoritarian states like Belarus using sophisticated propaganda tactics to sway public opinion. I hope independent journalists and civil society can counter these efforts to mislead the public.
The shift to digital platforms reflects the broader trend of authoritarian regimes adapting their information warfare tactics. It’s crucial that media literacy and fact-checking efforts keep pace to empower citizens to discern truth from fiction.
Leveraging social media influencers is a clever tactic, but it raises ethical questions about the transparency and accountability of these promotional campaigns. The public deserves to know when they’re being targeted with state propaganda.