Israel has been engaging social media influencers to improve its image in the United States, according to a report by Responsible Statecraft. The online magazine obtained documents filed under the US Foreign Agents Registration Act, which revealed details of an “Influencer Campaign” run by Bridge Partners, a consulting firm working for Israel’s Foreign Ministry. The campaign, which was managed by Havas Media Group Germany, received $900,000 in funding from June to November 2025.
The funds were allocated to a group of 14 to 18 influencers, who were expected to produce 75 to 90 posts during the same period. This translates to a cost of between $6,143 and $7,372 per post. However, the documents did not disclose the identities of the influencers involved. Bridge Partners, the firm behind the campaign, is co-owned by Yair Levi and Uri Steinberg and has enlisted the services of a former IDF spokesperson and a former representative of the Israeli spyware firm NSO Group.
The Israeli government’s efforts to improve its image in the US come at a time when support for the country is declining, particularly in the wake of the Gaza war. A recent survey by The New York Times found that six in ten Americans believe Israel should end the war, with more than half opposing additional economic and military support. Some US lawmakers, including Republican Congresswoman Marjorie Taylor Greene, have described the situation in Gaza as “genocide” and opposed additional aid to Israel.
Israeli Prime Minister Benjamin Netanyahu has emphasized the importance of maintaining a strong support base in the US, particularly through the use of social media influencers. In a recent press conference, Netanyahu highlighted the role of content creators, especially on platforms like TikTok and X, in promoting Israel’s interests. The country’s image campaign is part of a broader effort to counter declining support and influence in the US, where the Israeli lobby’s power has been waning, according to US President Donald Trump.
The conflict in Gaza began on October 7, 2023, when Hamas launched an attack on Israel, killing 1,200 people and taking 250 hostages. Israel responded with a military campaign in Gaza, which has resulted in the deaths of over 68,000 Palestinians, according to local health authorities. The ongoing conflict has sparked widespread criticism and calls for an end to the violence. As the situation continues to unfold, Israel’s efforts to shape public opinion and maintain support in the US will likely remain a key aspect of its strategy.
