Israeli Prime Minister Benjamin Netanyahu has admitted the importance of influencers in shaping Israel’s image abroad. New filings now show just how costly this effort is.
At a meeting last Friday, Netanyahu said Israel must “fight back” by using influencers. He described them as a “community” playing a vital role in promoting the country’s message on global platforms.
$7,000 Per Social Media Post
Documents filed under the U.S. Foreign Agents Registration Act (FARA) reveal high payments for influencer posts. According to the papers, influencers receive between $6,143 and $7,372 per post. These posts appear on platforms such as Instagram and TikTok.
Invoices reviewed show that Bridge Partners, a firm tied to Israel’s Ministry of Foreign Affairs, billed Havas Media Group Germany around $900,000. The money funded an “Influencer Campaign” that ran from June to November.
Of that amount, about $552,946 went directly to influencer payments between June and September. Legal and marketing costs covered the rest. Based on estimates of 75–90 posts, the average cost was nearly $7,000 per post.
The “Esther Project”
The campaign was labeled the “Esther Project.” Its exact link to the Heritage Foundation’s own “Project Esther” is unclear. That separate program has focused on countering criticism of Israel by associating opponents with terrorism.
Bridge Partners is co-owned by Yair Levi and Uri Steinberg. The firm also works with Nadav Shtrauchler, a former officer from the Israeli Defense Forces spokesperson’s unit. Pillsbury Winthrop Shaw Pittman, a U.S. law firm known for representing Israeli spyware company NSO Group, provides legal backing.
Who are the Influencers?
The identities of the influencers have not been made public. Neither Havas Media Group nor Bridge Partners have commented on who was selected or how payments were distributed.
What is clear is the scale of the operation. The campaign was built to amplify pro-Israel narratives in the U.S. media space. Social media influencers, paid thousands for each post, were the key drivers of this strategy.
Online Propaganda Campaign
The documents show Israel investing heavily in online propaganda. By paying influencers thousands of dollars per post, the government ensured pro-Israel content reached wide audiences. This strategy aimed to shape conversations on global platforms where public opinion often forms quickly.
Observers note that online propaganda can be hard to track, especially when influencers do not disclose funding. The secrecy of the campaign, combined with large payments, raises questions about transparency.
Influencer-based strategies are becoming common in global politics. Governments and organizations increasingly turn to paid online personalities to spread their message. Israel’s campaign highlights how much money is involved in this practice.
The campaign shows that online propaganda is no longer limited to state media or official channels. Instead, it blends into everyday social media feeds. This makes it harder for audiences to tell when content is sponsored by governments.
The leaked documents reveal a structured and expensive plan to promote Israel’s image. With posts averaging close to $7,000, the campaign nears $1 million in total spending. While the names of the influencers remain hidden, the strategy is clear: use paid social media to push political messaging.
