Almost as important as its military campaign for Israel is its battle to control its public image.
Even as it kills thousands of people in Gaza, the small Middle Eastern nation is spending millions of dollars on a propaganda war, purchasing ads on YouTube, Facebook, Instagram and other online apps.
At the same time, an army of pro-Israel trolls has invaded the Community Notes function on X/Twitter, attempting to influence the online debate around the ongoing crisis.
Since Oct. 7, Israel has inundated YouTube with advertisements, with its Ministry of Foreign Affairs spending nearly $7.1 million on ads in the two weeks following Hamas’ incursion. According to journalist Sophia Smith Galer, this equates to almost one billion impressions.
With its campaign, the Israeli government overwhelmingly focused on rich Western nations, its top targets being France, Germany, the United Kingdom, Belgium and the United States. In France alone, the ministry spent $3.8 million.
Other branches of the Israeli government undoubtedly also spent money on ads. The overwhelming message of the campaign was that Hamas are terrorists linked with ISIS and that Israel — a modern, secular democracy — is defending itself from foreign aggression.
Much of the content blatantly violated YouTube’s terms of service, including a number of ads featuring gory shots of dead bodies. Another ad that piqued public attention was played before videos aimed at babies. Amid a scene of pink rainbows and soothing music, text appears reading:
“We know that your child cannot read this. We have an important message to tell you as parents. 40 infants were murdered in Israel by the terrorists Hamas (ISIS). Just as you would do everything for your child, we will do everything to protect ours. Now hug your baby and stand with us.”
Hellbound and Down 