What Facebook, Instagram, VK users are saying about the parliamentary race – key findings of the research

On July 17, 2019, NGO Internews Ukraine and data analytics company Singularex presented key findings of the research ‘What Facebook, Instagram, VK users are saying about the parliamentary race’. Using neural networks and artificial intelligence approaches, data research analysts studied 5.6 mln posts from users who marked Ukraine as their country of residence for the period from May 1 to June 17, 2019.

Photo: Internews Ukraine

10 key conclusions

1. The three social networks are three totally different worlds 

Facebook, Instagram and VK are very different. They serve as platforms with different practices, views and opinion leaders. While Russian narratives are dominant in the Ukrainian segment of VK, Instagram is totally under the control of Zelensky and his Servant of the people. In this vein, Facebook is more complicated. As a place of maximum plurality, it also creates an illusion where the correlation between political forces and their key opinions on Facebook is far from the real electoral landscape.

2. Election provokes a tsunami in social networks 

All three social networks have responded actively to political events in Ukraine. In VK, Facebook and Instagram the number of posts devoted to the election sharply increased immediately during Zelensky’s inauguration ceremony on May 20. Compared to early May, on inauguration day itself, the number of posts on VK and Facebook has almost tripled, while the number on Instagram increased sevenfold. While the dynamics of Instagram and VK subsequently declined, Facebook users continued to be active regarding election-related topics. On average, there were about twice as many posts on Facebook than before the inauguration (approximately 1,200 posts). VK only got a quarter more posts instead (250 posts on average).

Against this backdrop, a surge in the dynamics of posts and reactions after June 10 was also сlear. This trend probably correlates with the publication of new polls, the purchase of the ZIK TV channel by Medvedchuk’s allies, the granting of Russian passports to residents of Donbas or the meeting between Volodymyr Zelensky and Emmanuel Macron.

3. Negative rhetoric prevails 

On those social networks where people express and discuss opinions, namely Facebook and VK, negative rhetoric with regard to Ukrainian politicians prevails. In VK, a Russian social network, any Ukrainian political force that is an advocate of a sovereign and democratic Ukraine is usually despised and mocked. Therefore, negative messages about all Ukrainian parties outnumber the positive ones and sometimes even neutral ones. On Facebook, the situation is not as bad. Nevertheless, the negative rhetoric still prevails over positive rhetoric with regard to all parties, except for Tymoshenko’s Fatherland. Negative rhetoric dominates in 42% of the Facebook-posts analyzed, while positive rhetoric is found in just 15% of the posts analyzed. The Opposition Platform is the only party on Facebook which has a prevalent number of negative posts not only over positive ones but also over neutral ones.

4. VK is totally pro-russion

In our previous report, we have demonstrated that following the imposition of Ukrainian sanctions, VK became a zone of even more visible Russian propaganda. The present stage of our study confirms this conclusion. In the context of Ukrainian elections, the authors of the most popular posts include former members of the Party of Regions or openly pro-Russian political analysts. The most shared posts often come from popular groups that support Russia’s actions in Ukraine and the self-proclaimed separatist republics.

5. VK hates all ukrainian parties, even those with “pro-russian” rhetoric 

Neither the direct dependence of the Opposition Platform on Viktor Medvedchuk, Putin’s best friend in Ukraine, nor Medvedchuk’s desire to improve Ukraine’s relations with Russia, helped this party win over VK users. Interestingly, the Opposition Platform earned a bad reputation both among pro-Russian and among pro-Ukrainian users in the Ukrainian segment of VK. This party has the smallest number of positive messages (2 out of 200). It is Medvedchuk, not the party leader Yuriy Boyko, who is identified by Ukrainian users as the main actor of the Opposition Platform.

6. Zelensky under attack by VK 

Unlike Instagram (see below), the Ukrainian segment of the Russian network VK does not make life easy for Zelensky. In our previous study, we stressed the prevalence of negative rhetoric over positive rhetoric in posts about Zelensky, even though he had more positive coverage than other candidates on VK. However, this “critical” trend has intensified since then. Criticism of Zelensky grew in proportion to his statements and the first steps that contradicted Russia’s stance on Ukraine. Also, the top posts on VK about Ukraine’s parliamentary elections include messages predicting the potential failure of Zelensky, noting his policy to be a “show”.

7. Zelensky rules Instagram 

Among all the social networks, Instagram users are the most supportive of the Servant of the People82% of all unique IG posts refer to this party. Meanwhile, Poroshenko’s European Solidarity, which comes second, is mentioned in only 17% of election-related posts. Another interesting trend is seen in the “hashtag-network” of Zelensky supporters, where hashtags of his comedy show and studio Kvartal-95 are some of the most used ones. This partly also explains the success of Zelensky’s campaign. Such hashtags succeeded in attracting Kvartal’s audience to Zelensky’s political project, ensuring the migration of the “entertainment” audience to the “political” one.

8. Holos falls behind Zelensky on Instagram 

It was expected that Holos, a party led by Ukrainian rock singer Vakarchuk, would be able to challenge Zelensky in the young audience segment on Instagram. By mid-June, however, Vakarchuk had not succeeded. His party is mentioned in only 5% of election-related posts on Instagram. The late presentation of Vakarchuk’s party could be one of the reasons for this slow progress. In the next series of our study, we will see if Holos can make any step forward.

9. Facebook is a polarizing ground 

Zelensky against Poroshenko, “Ze” against “Po”, 75% to 25%, “new faces” against “experience” – these are just a few examples of how trends of the presidential race still remain strong during the parliamentary election. Despite the fact that Zelensky enjoys the biggest attention on Facebook, his rivalry with Poroshenko has not disappeared. Depending on the sympathies of a particular user, Zelensky and Poroshenko are either idealized or demonized. Facebook provides ever less space for “common denominators.”

10. Facebook provides a distorted picture of the balance of forces 

Facebook’s diversity is both its advantage and its flaw. Facebook algorithms encourage the formation of “micro-groups” and “echo-chambers”, creating an illusion of relative equality between supporters of various opinions. In reality, the balance of power in Ukrainian society is, particularly in real elections, completely different.


The research was carried out upon an initiative by the NGO Internews-Ukraine in the period from May 1 to June 17, 2019. We used Neural Networks and methods of Artificial Intelligence, namely:

  • API Vkontakte for parsing data,
  • Python Natural Language Processing Libraries for processing of text information,
  • Neural Networks implemented with the Keras library to filter spam,
  • clustering texts using NLTK, Scikit-learn libraries, etc.
  • graphic visualization using libraries Pandas, Matplotlib and Jupyter Notebook,
  • database system: PostgreSQL.

In order to find out what’s been happening to social networks in relation to Ukrainian political parties and their leaders since the beginning of the election campaign, we analyzed:

  • 309,753 profiles and 4,861,747 messages in VK,
  • 21,979 profiles and 735,330 posts on Facebook,
  • 33,797 messages and 172,123 hashtags on Instagram.

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