Key facts
- Israel allocated a record $730 million budget for public diplomacy efforts.
- The country engaged in covert PR operations and paid influencer networks.
- Influencers were reportedly paid up to $7,000 per social media post.
- A former Israeli military intelligence captain claimed to have worked with 60,000 influencers globally.
- Analysts suggest that overt coordination in influencer campaigns undermines authenticity and credibility.
Israel's significant investment in social media propaganda, including a record $730 million budget for public diplomacy, is failing to improve its international image, particularly among younger Westerners, according to analysts. The country has employed strategies such as enlisting American influencers, utilizing secret PR operations, and managing paid influencer networks under initiatives like the 'Esther Project'. Influencers were reportedly paid substantial amounts per post to disseminate pro-Israel messaging.
Prime Minister Benjamin Netanyahu met with American influencers to emphasize the importance of social media in the ongoing conflict. Documents filed under the US's Foreign Agents Registration Act reveal payments to influencers and contracts with firms like Bridges Partners and Havas Media Group Germany. Brad Parscale's firm, Clock Tower X, was also involved in a campaign to attack a US-Israel deal concerning Iran.
Recent revelations indicate influencers were guided on language for posts on platforms like X, Instagram, and TikTok. Separately, a group called Show Faith by Works planned to target megachurch attendees and Christian college students with pro-Israel messages, though these plans were later abandoned. Former Israeli military intelligence captain Ella Kenan stated she worked with 60,000 influencers globally to promote Israel's narrative, claiming their content generated nearly three billion views.
The Israeli foreign ministry also funded tours for social media influencers associated with the Make America Great Again movement. However, the strategy faces challenges, as overt coordination or sponsorship can undermine the perceived authenticity of influencers, leading to backlash. This was exemplified by US influencer Clavicular's visit to Israel, which resulted in controversy due to his past comments and interactions with an Israeli army propaganda unit soldier, who was subsequently removed from her position.
Analysts like Marc Owen Jones note that these campaigns operate through hybrid networks, blurring the lines between official diplomacy and digital advocacy. Former Israeli military spokesperson Rachel Lester commented that Israel struggles to counter anti-Israel sentiment online, particularly due to the impact of images depicting civilian casualties in Gaza, stating, "the biggest challenge that we face is that you can’t really fight photos of dead children."