Israeli Prime Minister Benjamin Netanyahu has highlighted the growing role of social media influencers in shaping narratives about Israel abroad. Recent documents show the country is spending large sums on these campaigns, with some influencers being paid nearly $7,000 for a single post.
At a meeting last week, Netanyahu referred to a “community” of influencers, saying they were essential for countering criticism. He stressed that using influencers was an important part of how Israel plans to “fight back” in the digital space.
According to documents filed under the U.S. Foreign Agents Registration Act (FARA), influencers hired to promote pro-Israel content are receiving payments ranging from $6,143 to $7,372 per post. Platforms such as TikTok and Instagram are among the main outlets for these promotions.
Invoices reviewed show that Bridge Partners, a company working with Israel’s Ministry of Foreign Affairs, billed Havas Media Group Germany nearly $900,000 for an “Influencer Campaign” running from June to November. After expenses, about $552,946 was left to directly pay influencers. Based on the planned 75–90 posts, each post averaged close to $7,000.
The campaign has been branded the “Esther Project.” Its goal is to promote favorable narratives about Israel, though its links to other initiatives, such as the U.S.-based Heritage Foundation’s “Project Esther,” remain unclear.
Bridge Partners is co-owned by Yair Levi and Uri Steinberg and works with former Israeli Defense Forces spokesperson unit major Nadav Shtrauchler. The firm has also partnered with Pillsbury Winthrop Shaw Pittman, a law firm known for representing the Israeli spyware company NSO Group.
The identities of the influencers remain undisclosed. Neither Bridge Partners nor Havas Media Group has commented on how the funds were distributed.
What is clear is that Israel is investing heavily in influencer marketing to strengthen its presence on social media. By funding online campaigns, the country is working to shape international opinion and promote its image abroad.
In other related news also read Israel Risks UEFA Suspension as Political Pressure Intensifies
