Facing growing global criticism over its ongoing operations in Gaza, Israel has reportedly launched a massive social media campaign to sway public opinion.
According to media reports and U.S. Foreign Agents Registration Act (FARA) filings, the Israeli government is paying American influencers up to $7,000 per post to share pro-Israel content across platforms like Instagram, TikTok, and X (formerly Twitter).
The initiative, dubbed the “Esther Project,” is coordinated through Havas Media Group Germany and Bridges Partners.
An initial budget of $900,000 is reportedly split between recruiting and training influencers, while the campaign also leverages artificial intelligence to create thousands of supportive messages online. Former Trump digital strategist Brad Parscale is said to be earning $1.5 million per month to oversee this AI-driven content generation.
Last week, Israeli Prime Minister Benjamin Netanyahu met with a group of U.S. influencers in New York to discuss strategies for restoring Israel’s declining global support. In his remarks, Netanyahu emphasized the role of influencers in shaping narratives and countering criticism, stating,
“We must compete, and this competition will be carried out through influencers.”
The campaign has already stirred debate online. Critics argue that paying influencers to promote political messaging blurs the line between genuine content and propaganda, while supporters see it as a strategic move in the age of digital diplomacy.
This development underscores how modern conflicts are increasingly being fought not just on the ground, but across social media platforms, where public perception can become a battlefield of its own
#IsraelInfluencers #EstherProject #GazaConflict #SocialMediaCampaign #ProIsrael #DigitalStrategy #MediaInfluence #PoliticalPR #InfluencerMarketing #GlobalDebate