Full Breakdown
Israel's Influencer Campaign: The "Esther Project"
10/3/2025, 9:22:12 AM
Overview of the Campaign
Israeli Prime Minister Benjamin Netanyahu has emphasized the strategic importance of social media in shaping public opinion, particularly amid growing backlash against Israel's military operations in Gaza. Recent revelations indicate that the Israeli government is funding a campaign, known as the "Esther Project," which pays American social media influencers up to $7,000 per post to promote pro-Israel content on platforms like TikTok and Instagram. This initiative is managed by Bridge Partners LLC, in coordination with Havas Media Group Germany, and has a budget of approximately $900,000 allocated from June to November 2025.
Financial Breakdown and Objectives
Documents filed under the U.S. Foreign Agents Registration Act (FARA) reveal that the campaign aims to recruit and train between 14 and 18 influencers to produce 75 to 90 posts during this period. After accounting for administrative costs, it is estimated that around $552,946 is available for influencer payments, translating to approximately $6,100 to $7,300 per post. The initiative is part of a broader strategy to counter declining support for Israel in the United States, particularly among younger audiences, as public sentiment shifts against Israel's actions in Gaza.
Broader Context and Strategic Goals
The "Esther Project" is part of a larger foreign influence strategy, which has seen Israel's global public relations budget increase significantly. In late 2024, Israeli Foreign Minister Gideon Sa’ar announced a twentyfold increase in the budget, raising it to $150 million. This funding supports various initiatives, including a $6 million contract with Clock Tower X LLC, led by former Trump campaign manager Brad Parscale, to disseminate pro-Israel messaging and manipulate search engine results to favor Israeli narratives.
Criticism and Public Response
The campaign has faced substantial criticism, with opponents labeling it a "public bribe" aimed at manipulating U.S. discourse and diverting attention from alleged war crimes in Gaza. A September 2025 poll indicated that 51% of U.S. voters oppose sending more aid to Israel, with 68% of voters under 30 expressing similar sentiments. Critics argue that such influence campaigns undermine democratic discourse and raise ethical concerns regarding foreign-funded messaging targeting domestic audiences.
Official Statements and Responses
Netanyahu, in remarks to influencers, stated, “You can’t fight today with swords, that doesn’t work very well. The most important [weapons] are the social media.” This highlights the Israeli government's recognition of the digital landscape as a critical battleground for shaping narratives and public opinion.
Conflicting Reports and Gaps
While the campaign's financial details and strategic objectives are documented, specific information regarding the influencers involved remains undisclosed. Havas Media Group has not responded to inquiries about the identities of the influencers or the exact nature of their content.
Verbatim Quotes
- “We have to fight back. How do we fight back? Our influencers. I think you should also talk to them if you have a chance, to that community, they are very important.” — Benjamin Netanyahu, Prime Minister of Israel
- “We believe that we have to embed the love and respect for Israel in the American culture.” — Safra Catz, Oracle CEO
The "Esther Project" exemplifies Israel's intensified efforts to control the narrative surrounding its actions and policies, particularly in light of shifting public opinion in the United States.
