Since Russian television channels were banned in Lithuania, social media has become one of the main channels for propaganda and disinformation. A new study commissioned by the Radio and Television Commission of Lithuania (LRTK) and conducted by data analytics company Repsense shows that disinformation is not spread randomly, but through a coordinated and systematic network operating across multiple platforms.

According to the study, different social media platforms play distinct roles in the dissemination process. Some are used to test narratives, while others help amplify and normalize them among broader audiences.

Although Telegram has a relatively small user base in Lithuania, researchers identified it as one of the primary channels used to introduce and test pro-Kremlin narratives before they are adapted for wider audiences on platforms such as TikTok and Facebook.

“Telegram often serves as the starting point where narratives are developed and tested before they spread further,” said Repsense CEO Mykolas Katkus.

The study found that many of the narratives circulating online focus on criticism of state institutions, the government, NATO, and Western democracies. Once a narrative gains traction, it is repackaged and tailored for different audiences and platforms.

LRTK Chairperson Mantas Martišius noted that the Commission’s monitoring activities reveal similar patterns. In many cases, false narratives first appear on Russian or Belarusian channels before being adapted and redistributed through Lithuanian-language networks.

How Disinformation Gains Visibility

Researchers emphasize that publishing false information is only the first step. For disinformation campaigns to succeed, they must attract attention, generate engagement, and create the appearance of widespread public support.

According to the study, coordinated networks often rely on multiple accounts, repeated sharing, and large volumes of comments to increase the visibility of certain narratives. Content is frequently distributed through groups and communities where it can reach audiences that are already receptive to anti-establishment messages.

While there is no direct evidence in every case, researchers note that patterns of activity often suggest the use of automated accounts and coordinated amplification techniques designed to boost engagement.

The ultimate goal, according to the study, is to move narratives beyond social media and into mainstream public debate by attracting the attention of influential individuals, public figures, and decision-makers.

Why Disinformation Is Becoming Harder to Detect

The study highlights that identifying coordinated disinformation campaigns has become increasingly difficult. Traditional advice to verify information through multiple sources is no longer always sufficient, as the same false narratives may be repeated simultaneously across numerous channels.

“Making mistakes is human. Today there is no guarantee that you will not be misled, even if you compare different sources and approach information critically,” said M. Martišius.

When encountering emotionally charged content online, he encourages users to ask themselves three simple questions:

• Could this information actually be true?

• Is the source credible and trustworthy?

• Am I accepting this information because it is factual, or because it confirms what I already want to believe?

According to the LRTK Chairperson, disinformation often succeeds when people stop questioning information that aligns with their existing beliefs.

The Snowball Effect

Researchers describe modern disinformation as a snowball effect. A narrative may originate on a single platform, but with every share, repost, and comment it grows larger, reaches new audiences, and becomes increasingly difficult to contain.

By the time regulators or fact-checkers identify a coordinated campaign, the content may already have spread widely across multiple platforms.

According to the study, coordinated disinformation campaigns often share several common characteristics: identical narratives appearing across different channels, unusually high levels of engagement, and large numbers of similar comments promoting the same messages.

The findings suggest that understanding how information spreads may be just as important as evaluating the content itself. As disinformation campaigns become more sophisticated, recognizing coordinated patterns of dissemination is increasingly essential for protecting the integrity of the information environment.