Israeli Prime Minister Benjamin Netanyahu recently acknowledged Israel’s growing reliance on social media influencers to promote pro-Israel narratives abroad. At a meeting in Jerusalem, Netanyahu said,
“We have to fight back. How do we fight back? Our influencers… they are very important.”
His statement highlights the government’s deliberate use of influencer marketing strategies to influence international audiences and reshape perceptions of Israel online.
How Much Are Influencers Paid in Israel’s Social Media Campaign?
According to filings made under the U.S. Foreign Agents Registration Act (FARA), influencers posting pro-Israel content receive between $6,143 and $7,372 per post. These influencers are hired to share content on TikTok, Instagram, and X (Twitter), presenting a curated image of Israel and its global stance.
The documents filed show that Bridge Partners, a marketing firm linked with Israel’s Ministry of Foreign Affairs, billed Havas Media Group Germany about $900,000 for an “Influencer Campaign” that ran between June and November 2025.
What Is the Esther Project?
The campaign is formally known as the “Esther Project.” The name references the biblical Queen Esther, symbolizing defense and protection of the Jewish people. Its stated purpose is to promote Israel’s perspective online through subtle influencer-led posts, particularly during times of political criticism or conflict.
Although the Esther Project appears to be a standalone initiative, it shares thematic similarities with the Heritage Foundation’s “Project Esther,” which aims to counter narratives critical of Israel by linking them to extremism.
Who Is Behind the Israel Influencer Campaign?
The Bridge Partners agency, which manages this project, is co-owned by Yair Levi and Uri Steinberg, and collaborates with Nadav Shtrauchler, a former Israel Defense Forces (IDF) spokesperson unit major. For legal support, the company partnered with Pillsbury Winthrop Shaw Pittman LLP, a U.S. law firm known for previously representing NSO Group, the controversial Israeli surveillance software company.
These connections highlight the deep integration between Israel’s media strategy, state institutions, and international lobbying networks.
Why Is Israel Using Influencers for Global Image Building?
Israel’s reliance on influencers shows a major shift in public diplomacy. Traditional media outlets once dominated international communication, but now social media creators reach millions directly and shape opinions instantly. By using influencers, Israel aims to counter negative global coverage, build sympathy, and influence younger audiences across the United States and Europe.
This strategy also allows the government to bypass traditional journalism, ensuring its message is shared through seemingly independent voices.
Are the Identities of Pro-Israel Influencers Public?
The identities of the influencers participating in this campaign have not been disclosed. Neither Bridge Partners nor Havas Media Group has confirmed who the paid creators are or what content they post. This lack of transparency raises ethical questions about foreign influence operations, disclosure rules, and the manipulation of online discourse.
Media researchers warn that unlabeled paid content can distort public perception, especially when tied to geopolitical messaging.
Why Is There Controversy Around Paid Political Content?
The controversy arises because influencer marketing in politics blurs the line between authentic opinion and sponsored advocacy. When influencers post political messages without disclosure, followers may assume the content represents genuine views rather than paid foreign-sponsored promotion.
In the case of Israel’s campaign, the high per-post payments and the involvement of government-linked agencies raise concerns about covert propaganda on social platforms.
What Do FARA Documents Reveal About the Campaign?
The Foreign Agents Registration Act (FARA) filings in the U.S. detail the financial transactions, scope, and goals of the campaign. They show that $900,000 was allocated, with more than half a million dollars reserved specifically for influencer payouts. This transparency requirement in the U.S. helps expose the financial structure of foreign influence efforts, even when the influencers themselves remain unnamed.
How Does This Impact the Global Media Landscape?
The case of Israel’s influencer campaign illustrates how digital platforms have become key battlegrounds for narrative control. Governments increasingly use social media as an extension of foreign policy, investing heavily in content creation and audience targeting. Experts note that this represents a new form of digital soft power, where influencers act as cultural and political intermediaries.
What Lessons Can Other Countries Learn from Israel’s Strategy?
Israel’s digital campaign demonstrates the effectiveness of influencer-led communication in global public relations. Other nations may adopt similar models to manage their international image, combat misinformation, or advance policy agendas.
However, transparency is crucial. Without clear disclosure, such efforts risk eroding public trust and fueling skepticism toward online media.
The Future of State-Backed Influencer Marketing
The revelation of Israel’s Esther Project marks a turning point in how governments engage with the public online. Influencer marketing has evolved beyond brands and products to become a tool of political influence and digital diplomacy.
As scrutiny over foreign-sponsored online content grows, platforms, regulators, and audiences alike must demand greater transparency and ethical accountability in the global information ecosystem.
