Telegram channels of the governors of Nizhny Novgorod: communication tool or dialogue imitation

      After Roskomnadzor slowed the operation of Facebook* and Instagram* in 2022, officials in Nizhny Novgorod began actively mastering Telegram. Not everyone understood how to approach the messenger or where to start when creating their own channel on the online platform. But over time, some developed a taste for it and began posting post after post, gathering thousands of views and hundreds of likes. Some, however, never understood the point of this form of communication when it was easier to sit in an office with a portrait of the president behind and wait for assistants, PR specialists, or someone else to communicate with the population on their behalf. And residents supposedly already get their news from newspapers and TV reports.

      In the Nizhny Novgorod region, 34 heads of municipalities have their own Telegram channels, according to NIА "Nizhny Novgorod." Together with experts, we decided to analyze how these leaders manage their channels, why they do it, and which formats are truly effective.

      A Few Numbers

      Telegram activity among the Nizhny Novgorod leaders varies: from channels with tens of thousands of views to nearly inactive platforms. The leaders with the most subscribers are the head of Nizhny Novgorod, Yuriy Shalabaev (9,769), the head of Gorodetsky District, Aleksandr Mudrov (3,533), the head of Dzerzhinsk, Mikhail Klinkov (2,133), the head of Arzamas, Aleksandr Shilokov (1,908), and the head of Voskresensky District, Aleksandr Zapevalov (1,738). All data is current as of July 1, 2025.

      Statistics for the top five:

      1. Yuriy Shalabaev — 9,769 followers, 31 posts in June 2025, average reach per post — 6,492, population of the municipality — 1,222,122, follower share — 0.80%.

      2. Aleksandr Mudrov — 3,533 followers, 44 posts, reach — 1,223, population — 79,491, share — 4.44%.

      3. Mikhail Klinkov — 2,133 followers, 74 posts, reach — 3,095, population — 223,327, share — 0.96%.

      4. Aleksandr Shilokov — 1,908 followers, 15 posts, reach — 1,945, population — 144,336, share — 1.32%.

      5. Aleksandr Zapevalov — 1,738 followers, 15 posts, reach — 1,776, population — 15,800, share — 11.00%.

      The so-called "second echelon" includes district heads whose followers number between 300 and 750 people. For example, Elena Lebednova (Pervomaysk, 725 followers), Ivan Uraev (Vadsky District, 497), Andrey Dranishnikov (Balakhninsky District, 429), Aleksandr Sazonov (Sokolsky District, 386), Sergei Bochkarev (Pilninsky District, 421), Alexey Korotkov (Bogorodsky District, 314).

      All other district heads in the Nizhny Novgorod region have fewer than 300 followers. Some, such as Vacha, Vetluga, Pochinki, have no personal channels at all, only the administration's Telegram channel.

      Telegram as an Indicator of Trust

      Many of our experts note that a mayor’s Telegram channel is not just a digital showcase. It reflects not only the official’s affairs but also their attitude toward the population. How the channel is managed becomes an indicator of transparency, engagement, and ultimately, citizen trust.

      Yevgeny Semenov, a political scientist and deputy chairman of the Nizhny Novgorod Regional Public Chamber, emphasizes a key problem: the lack of genuine feedback.

      "Officials do not run these channels themselves but delegate the task to their press secretaries or SMM specialists. Feedback from the public is almost absent, and communication with residents is often simulated," he believes.

      Analysis shows that most leaders prefer to focus on a “signal” agenda—visiting, opening, congratulating, and handing out awards. Only a few address problematic issues. The exception includes leaders of Nizhny Novgorod, Dzerzhinsk, Arzamas, Gorodets, Bolshoy Boldin, Pervomaysk, Sharanga, and some other areas, where posts regularly raise residents’ concerns and immediately propose solutions.

      Andrey Vovk, a member of the Nizhny Novgorod Public Chamber and the author of the city’s first original Telegram channel "VOVK," is convinced that an effective channel requires a leader to go beyond bureaucratic routines.

      "It’s necessary not to be afraid to comment on all events in your district, even if they are negative. Ignoring problems and waiting for the agenda to pass by is not an option. There is a need for courage to propose new solutions, draft laws, and initiatives. At the same time, one must have tact and restraint, balancing between sharp statements and populism. And most importantly: in districts where the head is more a manager than a politician, the channel should serve a practical purpose—helping people and providing necessary information," says the journalist.

      Top "Bloggers"

      Experts agree that the most effective model is when the leader actively participates in managing the channel. A vivid example is Arzamas. According to the author of this article and NIА "Nizhny Novgorod" deputy editor Sergey Bisheltov, the most lively and emotionally engaging channel is run by Aleksandr Shilokov. He does not shy away from admitting local authorities’ mistakes, openly discusses problems, and publicly offers solutions.

      In July, topics included: sanitation in Arzamas, the Unified State Exam (EGE), water drainage in Kiriullovka, support for rural elders, the "Alexandrov Road" project, urban improvement under the "You Decide!" initiative, assistance to large families, patriotic education. And this is not all. All posts generate lively reactions: dozens of likes and active comments. The fact remains that Shilokov's posts are always open for comments.

      "I always have photos from different events—happy and even sorrowful ones. They leave memories of the scenery and situations, and for me, emotions," he recently wrote. Experts emphasize that emotion is the key to building trust.

      Mikhail Klinkov and Aleksandr Mudrov show relatively high activity. Klinkov regularly inspects sites, discusses repair progress, addresses connection outages, and does not shy away from sensitive topics. Mudrov's posts are almost always relevant, often cited by media, reaching audiences far beyond his district.

      No Posts—No Connection

      At the other end are leaders who rarely publish or maintain channels purely formally. For example, Nikolay Chichkov, head of Buturlinsky District, has only 16 followers and four posts in July. Topics include greetings on Road Safety Day, a visit to the Central Regional Hospital, participating in a federal program. Usually, one or two likes and no reaction from residents.

      Other silent leaders include heads of Bolshemurashkin, Sergachsky, Knyagininsky, and Dnelikonstantinovsky districts. Most post 2–4 times a month, with little focus on issues or engagement. For example, the last post by the head of Dnelikonstantinovsky district was on December 29, 2023, congratulating residents on New Year’s. By then, dozens of significant events had taken place in the area.

      Telegram as a Tool for Interaction

      Political analysts note that Telegram offers officials a chance not just to inform but also to build dialogue if approached thoughtfully.

      "Recently, the areas of life where the head of a municipal district needs to interact with citizens are expanding… Telegram channels of local governments can serve as accessible and prompt communication nodes for feedback when resolving issues requires the personal oversight of the first person in municipal authority," says Andrey Dakhin, professor at RANEPA, in an interview with NIА "Nizhny Novgorod."

      However, he adds, it is crucial that such a communication format functions smoothly.

      "For the feedback node to earn residents’ trust, it must be connected to customer-oriented actions by the administration. The principle 'signal received—solution found' must work like clockwork," the expert states.

      Roman Permyakov, head of the "G.U.R.U." analytical center and a member of the Russian Association of Political Consultants, agrees.

      "One should first formulate a strategy and concept, then launch the channel. Define topics, style, goals. If a politician is not good at writing clearly, they should hire a ghostwriter. But they must formulate key messages themselves. Otherwise, it’s at best insincere, and that’s immediately apparent," Permyakov emphasizes.

      What Does Telegram Need to Keep Moving?

      It is clear that a Telegram channel is no longer just an addition to a leader’s work—it's an essential element of communication. Without it, trust cannot be built, feedback cannot be established, and reputation cannot be maintained.

      "The main focus should be on results and personal effort. And this doesn’t mean it has to be boring! You can creatively, visually, and sometimes humorously tell about your work. The main thing is sincerity and respect for your audience. Without this, Telegram simply won’t work," concludes Roman Permyakov.

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