Ukrainian influencers bring the frontlines to TikTok
Weeks ago, Ukraine-based influencer Kristina Korban’s TikTok was a steady stream of gym motivation and personal finance tips punctuated by trending audio. In bold title text, she told her followers to “STAY CONSISTENT” and “DO WHAT MAKES YOU HAPPY!” Aside from one lighthearted reference to the escalating situation with Russia, Korban’s page stayed on message: “YOU CAN BE AN INVESTOR.”
Then, on February 23rd, the facade of normalcy fell apart. In a video that’s been viewed more than 9 million times, the Kyiv-based influencer recorded herself from bed, describing explosions in the distance that rattled her home. “This might be the beginning of something serious,” she says.
For weeks, TikTok users have watched Russian troops and military...