From YouTube to Rutube. Inside Russia’s influence campaign.

The Kremlin is conducting a new influence campaign: persuading Russians to leave western social media platforms.

As part of a broader effort to control the narrative about its invasion of Ukraine, the Kremlin is urging the Russians to accept domestic alternatives instead. Russian authorities have put up firewalls around several western social media platforms and are threatening even more. Now they must convince Russians, accustomed to the freedoms of YouTube and Instagram, that censored domestic social networks can offer money-making opportunities and equally large audiences. And that they are not just cheap imitations. From YouTube to Rutube. Inside Russia’s influence campaign.

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