“The algorithm loves the war”: ambivalent visibility in content creator practices during war

Content creators in war zones are critical in shaping global perceptions of conflict. Through social media, they document real-time events and reach audiences beyond the traditional news frameworks. Based on an ethnographic study of Czech and Ukrainian TikTok creators sharing war-related content from Ukraine, we introduce the concept of ambivalent visibility–a condition shaped by the conflicting demands creators face in balancing algorithmic amplification, audience engagement and ethical responsibility. In conflict zones, ambivalent visibility emerges as creators integrate war-related content into platform vernaculars, such as native templates and viral formats, while negotiating the risks of trivialization and misinterpretation. We identify three forms of ambivalence: (1) tension between raw immediacy and platform-friendly visibility, where creators balance the urgency of documenting war with the need to remain legible to the algorithm; (2) blurred boundaries between digital storytelling and journalism, as creators navigate dual roles as informal correspondents and narrative influencers; and (3) a virality paradox, in which tragedy becomes a driver of engagement, propelling content not despite its emotional gravity, but because of it. We conclude by positioning these creators as contemporary war communicators, bridging journalism and personal stories to reframe how conflicts are witnessed and understood in the platform age.