As a global leader in SEO, content marketing, and data analytics, Anastasia Braitsik has a unique perspective on the intersection of digital strategies and government communication. Today, we dive into her insights on Israel’s controversial Esther Project, a social media influencer campaign aimed at promoting pro-Israel messaging. Our conversation explores the broader trend of governments leveraging influencers, the specific challenges Israel faces in this space, and actionable steps for more effective advocacy. We also touch on the urgency of connecting with younger generations and the nuances of balancing authenticity with strategic goals in digital campaigns.
Can you walk us through what the Esther Project is and why it’s sparked so much debate?
The Esther Project is essentially a campaign by Israel to work with social media influencers to share pro-Israel messages and improve its global image. It’s a government-led effort to shape narratives online, which isn’t unusual in today’s digital landscape. The controversy, though, comes from how it’s been perceived as secretive or manipulative by some critics. There’s a sense that using influencers in this way—especially without clear transparency—feels like propaganda to certain groups. Plus, given the polarized views on Israel, any move like this is bound to get extra scrutiny compared to similar efforts by other countries.
How common is it for governments to tap into social media influencers for public messaging?
It’s incredibly common now. Governments worldwide have been doing this for years, even before the pandemic, and the trend has only grown. For instance, in the US, states like New Mexico have hired local influencers to spread the word on things like healthcare updates, reaching huge audiences. Cities like Detroit and New York have also jumped on board, using influencers for everything from childcare awareness to boosting city branding. Globally, countries like France, the UK, and Canada use influencers for health campaigns, voter turnout drives, and even tourism. It’s become a standard tool in the public communication toolbox.
Why do you think Israel faces more backlash for using influencers compared to other nations?
I think it largely comes down to the broader geopolitical context. Israel is already a lightning rod for criticism in many circles, so any action it takes—especially something perceived as influencing public opinion—gets magnified. There’s likely an element of bias at play, where similar campaigns by other countries don’t get the same level of outrage because they’re not tied to such a contentious issue. It’s not just about the strategy itself; it’s about who’s using it and the existing narratives around them. That said, some of the criticism also stems from how the campaign has been rolled out, which hasn’t always helped their case.
You’ve pointed out that Israel’s influencer strategy isn’t as effective as it could be. What’s holding it back?
There are a few key issues. First, there’s no unified message. When you’ve got multiple firms and influencers working without a central narrative, the result is inconsistent and fragmented. Second, they’re often targeting influencers who are already aligned with their views, like Jewish influencers, which just reinforces an echo chamber instead of reaching new audiences. And third, the approach lacks depth—it’s more about pushing talking points than engaging with criticism or building trust. Without nuance, it can come off as tone-deaf or inauthentic to skeptical viewers.
What concrete steps could Israel take to make its influencer campaigns more impactful?
They need to start with a centralized strategy—maybe a dedicated department to craft a cohesive story that all influencers can adapt to their style. Next, they should broaden their influencer pool to include voices from diverse communities, especially those who aren’t already in their corner, to break out of the echo chamber. Transparency is also huge; clear disclosures about partnerships and compliance with laws like the Foreign Agents Registration Act in the US would cut down on controversy. Finally, they should train influencers to engage in real dialogue, not just broadcast messages, so the content feels more genuine.
How can Israel balance giving influencers creative freedom while ensuring the core message aligns with government goals?
It’s tricky but doable. The key is to set clear guidelines on the overarching narrative but allow influencers to express it in their own voice. If you micromanage, you lose authenticity, which is the whole point of using influencers. Canada does this well by focusing on informational content and letting mid-level influencers adapt it naturally. Israel could take a page from that book—provide the framework, maybe through workshops or briefings, but trust the influencers to connect with their audiences in a way that feels real. It’s about partnership, not control.
Why is it so critical for Israel to refine this strategy, especially when it comes to younger generations and political support in the US?
The stakes are high. Younger generations, especially in the West, are increasingly skeptical of traditional narratives about Israel, and social media is where they form their opinions. If Israel can’t connect with them authentically, it risks losing their support entirely, which could have long-term cultural and political ripple effects. In the US, political cover in Washington often depends on public sentiment. If the next generation isn’t on board, that support could erode over time. Getting this right isn’t just about optics; it’s about securing future alliances and understanding.
Do you think the criticism of the Esther Project is justified, or is it overblown?
It’s a mixed bag. Some criticism is fair—there’s been a lack of transparency in how the campaign operates, and that understandably raises red flags for people. The execution hasn’t always been smooth, which fuels the narrative of it being sneaky. But a lot of the backlash feels disproportionate, especially when you consider how routine these strategies are for other governments. I think part of it is a misunderstanding of what influencer campaigns are, and part of it is just the heightened sensitivity around anything Israel does. Both sides have a point, but the volume of outrage doesn’t always match the reality.
What can Israel learn from how other countries handle their influencer campaigns?
There’s a lot to borrow. Canada’s focus on informational, less flashy content with relatable influencers helps build trust without seeming pushy. France often uses high-profile figures but mixes up the storytelling style to keep it fresh. The US leans on visible personalities and clear government collaboration, which adds credibility. Israel could blend these approaches—focus on relatable voices, vary the content, and be upfront about partnerships. Developing its own model while learning from these examples could help turn criticism into an opportunity to connect with new audiences.
What’s your forecast for the future of government-influencer campaigns, especially for a country like Israel with unique challenges?
I think these campaigns are only going to grow as social media remains a primary space for shaping public opinion. For Israel, the challenge will be navigating the intense scrutiny while still innovating. If they can crack the code on transparency, authenticity, and reaching diverse audiences, they could set a new standard for how controversial issues are handled online. But it’s going to take a lot of trial and error, and they’ll need to move fast to stay ahead of shifting digital trends and generational attitudes. I’m optimistic, but it’s a steep learning curve.
