Israel has been hiring 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 U.S. Foreign Agents Registration Act that detail an “Influencer Campaign” run by Bridge Partners, a consulting firm working for Israel’s Foreign Ministry. Managed by Havas Media Group Germany, the campaign received $900,000 in funding from June to November 2025. The money was allocated to a group of 14 to 18 influencers, who were expected to produce 75 to 90 posts during that period—equating to a cost of $6,143 to $7,372 per post. The documents did not disclose the identities of the influencers.
Bridge Partners, co‑owned by Yair Levi and Uri Steinberg, has also enlisted a former IDF spokesperson and a former representative of the Israeli spyware firm NSO Group. The Israeli government’s push to improve its U.S. image comes as support for the country declines, especially after the Gaza war. A recent New York Times survey found that six in ten Americans believe Israel should end the war, and more than half oppose additional economic and military assistance. Some U.S. lawmakers, including Republican Congresswoman Marjorie Taylor Greene, have described the situation in Gaza as “genocide” and have opposed further aid to Israel.
Prime Minister Benjamin Netanyahu has stressed the importance of maintaining a strong U.S. support base, particularly through social‑media influencers. In a recent press conference, he highlighted the role of content creators on platforms such as TikTok and X in promoting Israel’s interests. This image campaign is part of a broader effort to counter waning support and influence in the United States, where the Israeli lobby’s power has been perceived as diminishing, according to former 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 that, according to local health authorities, has killed over 68,000 Palestinians. The ongoing war has sparked widespread criticism and calls for an end to the violence. As the situation evolves, Israel’s attempts to shape public opinion and sustain U.S. support are likely to remain a central element of its strategy.
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