Israel has launched a covert campaign called the “Esther Project” that pays U.S.-based social media influencers up to $7,000 per post to promote pro-Israel messages and improve Israel’s image in America. The campaign is managed by Bridges Partners LLC, a firm owned by Israeli consultants, and coordinated through Havas Media Group in Germany. The project is funded by Israel’s Ministry of Foreign Affairs with a budget totaling approximately $900,000 for June to November 2025.
Between 14 and 18 influencers are recruited to post 25 to 30 pieces of content monthly across platforms like TikTok, Instagram, X, YouTube, and Threads. Documents filed under the U.S. Foreign Agents Registration Act reveal that an estimated $550,000 of the budget is directed to influencer payments, calculated at about $6,000 to $7,000 per post.
Israeli Prime Minister Benjamin Netanyahu has publicly highlighted the importance of social media influencers as key players in modern information warfare, referring to them as “Israel’s eighth front” in the battle to win hearts and minds amid declining U.S. public support for Israel. The campaign reflects Israel’s shift toward digital and cultural outreach using influencer marketing to counter criticism and shape narratives online.
However, the specific influencers involved remain unnamed and have not registered under FARA as required for foreign-sponsored content in the U.S., raising legal and ethical questions. The Esther Project represents a significant investment by Israel to bolster its global standing in a highly contested geopolitical environment through modern, social media-driven influence strategies.