Story perspectives

Israel's Secretive Campaign Targets U.S. Influencer Landscape

10/3/2025

Summary

Story summary

The Esther Project, a secretive influencer campaign run by Bridges Partners LLC, aims to shape U.S. opinion on Israel.
Prime Minister Netanyahu engages U.S. pro-Israel influencers to counter negative narratives.
Recent deals with U.S. firms indicate investments in influencer marketing and AI technology to reach younger audiences.
Concerns about weaponized disinformation accompany Israel's public-relations push, drawing international scrutiny.

History

Historical Context

The 2016 U.S. presidential election underscored social media's role in shaping public opinion, particularly in foreign policy, highlighted by the Cambridge Analytica scandal involving over 87 million Facebook users. Today, Prime Minister Netanyahu's Esther Project employs similar tactics, utilizing influencers to reshape narratives about Israel, reflecting a growing trend of governments using technology to counter disinformation and influence public perception.

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Story summary

The Esther Project, a secretive influencer campaign run by Bridges Partners LLC, aims to shape U.S. opinion on Israel.
Prime Minister Netanyahu engages U.S. pro-Israel influencers to counter negative narratives.
Recent deals with U.S. firms indicate investments in influencer marketing and AI technology to reach younger audiences.
Concerns about weaponized disinformation accompany Israel's public-relations push, drawing international scrutiny.

1 / 2