Netanyahu Highlights Social Media as “Most Important Weapon” in Meeting with U.S. Influencers

Israeli Prime Minister Benjamin Netanyahu’s recent meeting with prominent U.S. influencers in New York has sparked a heated debate about foreign influence, digital platforms, and the role of social media in shaping global perceptions of war and diplomacy. The closed-door session, which was later leaked online, featured Netanyahu speaking candidly about the strategic use of online platforms to strengthen support for Israel in the United States, particularly amid waning public approval of Israel’s military conduct in Gaza.

During the conversation, Netanyahu specifically hailed the $1.5 billion purchase of TikTok’s U.S. operations by a consortium of American investors, including tech billionaire Larry Ellison, as a turning point in Israel’s media strategy. He went as far as calling social media Israel’s “most important weapon” in countering critical narratives and securing favorable opinion among younger Americans.

The Viral Meeting and Its Backlash

The video of the meeting, which quickly circulated across Twitter, Instagram, and TikTok itself, showed Netanyahu addressing a group of U.S. digital personalities with millions of combined followers. He urged them to leverage their platforms to highlight Israel’s side of the conflict, painting social media as a battlefield where narratives compete as fiercely as militaries.

Public backlash was swift. Critics characterized the gathering as an attempt at foreign interference in U.S. political discourse. Advocacy groups accused Israel of “weaponizing” social media platforms that millions of Americans—especially younger generations—use daily for news and cultural engagement. Hashtags calling out foreign manipulation trended for days, with some commentators comparing the strategy to covert influence campaigns historically run by global powers.

Pro-Israel advocates, however, dismissed the furor as exaggerated and, in some cases, antisemitic. Several argued that every nation promotes its perspective abroad, and that using social platforms is no different than pursuing public diplomacy through traditional media channels. The debate has underscored the extent to which information, disinformation, and influence now overlap on digital spaces.

Historical Context of Media Strategies

Israel has long prioritized international perception as a key pillar of its security strategy. Since its founding in 1948, the country has engaged in what it often calls “hasbara,” or public diplomacy, to explain its actions to foreign audiences. Traditional lobbying in political corridors, strong ties to diaspora communities, and television appearances in Western democracies have been standard parts of this approach.

What marks the current moment as distinct is the outsized role of social media. In previous decades, major television networks and newspapers mediated most international coverage of conflicts. Today, individuals with large social media followings wield equal or greater power to shape opinions. For Israel, this shift is particularly critical given the sharp generational divide in U.S. public opinion: polls consistently show younger Americans are far more skeptical of Israeli military actions in Gaza than their older counterparts.

Netanyahu’s remarks reflect a recognition that the battlefield of influence has shifted from Washington think tanks and editorial boards to platforms like TikTok, YouTube, and Instagram, where short-form content, memes, and viral trends dictate public mood.

TikTok Acquisition and Strategic Implications

The $1.5 billion acquisition of TikTok’s U.S. operations earlier this year marked one of the most significant corporate moves in the ongoing struggle over digital influence. The purchase, led by a consortium that included Larry Ellison and other high-profile American investors, was celebrated as a safeguard ensuring that TikTok’s U.S. data and governance would be independent from Beijing.

For Netanyahu, however, the deal carries a separate symbolic value. By framing TikTok as an asset in Israel’s fight for legitimacy, he underscored the larger battle over which narratives dominate the global information ecosystem. He told attendees that the platform could serve as a counterweight to widespread criticism of Israel’s military operations in Gaza, particularly among American conservatives who increasingly question the cost and moral consequences of U.S. support.

Observers note that his emphasis reflects both opportunity and desperation: while TikTok offers a chance to reach skeptical youth, it is also the very platform where pro-Palestinian voices have flourished, often outpacing pro-Israel content in terms of reach and resonance.

Comparative Global Approaches

Israel is far from the only nation seeking to shape online discourse. Russia, for instance, has been repeatedly accused of running sophisticated disinformation campaigns to manipulate elections abroad. China has invested heavily in state-backed digital platforms, while Western governments have increasingly funded “online counter-influence” programs to promote their values and counter rivals’ narratives.

Unlike these governments, Israel has historically relied more heavily on non-state actors, volunteer networks, and diaspora communities to amplify its messages. The meeting with U.S. influencers fits within this tradition of semi-formal engagement, but carries new urgency given Israel’s declining support within parts of American society.

Regional comparisons also highlight contrasting approaches. In the Middle East itself, countries like Saudi Arabia and the United Arab Emirates have used lavish influencer campaigns and tourism promotion programs to soften their global reputations, focusing on cultural and entertainment-driven narratives rather than the politics of war. Israel’s reliance on direct appeals regarding active military operations marks a sharper, more polarizing tactic.

Economic and Cultural Stakes

Beyond geopolitics, the discussion about TikTok and influencer engagement reflects broader economic implications. Social media platforms drive billions of dollars in advertising revenue and cultural influence, shaping everything from consumer behavior to political activism. For influencers, aligning with or against Israel carries potential financial consequences, given that audiences may react strongly to perceived partisanship.

The stakes are particularly high in the U.S. digital economy, where creators rely on brand partnerships, advertising contracts, and platform-specific monetization schemes. The entry of geopolitical narratives into spaces once dominated by dance videos, comedy skits, and lifestyle vlogs underscores a growing collision between culture, economics, and politics.

At the same time, TikTok’s younger demographic makes it a uniquely volatile space for controversy. Surveys show that Gen Z and Millennial users increasingly embrace social media as their primary source of news, but also that they are skeptical of government-sponsored narratives. Netanyahu’s overt embrace of TikTok raises the risk of pushback from audiences who may resent perceived manipulation.

Public Reaction in the United States

The viral nature of the leaked video triggered a spectrum of reactions across the American public. On social media, defenders of Israel argued that every side has the right to narrate its story and that critics of Netanyahu’s meeting were holding Israel to an unreasonable standard. Others questioned whether foreign leaders should be actively engaging U.S. influencers in such direct terms, framing the effort as an overreach into domestic discourse.

University campuses, which have been central to debates over Gaza, saw intensified discussions. Student groups critical of the Israeli government cited the video as evidence of organized influence operations, while pro-Israel organizations argued that it highlighted the importance of resisting what they describe as biased portrayals of the conflict.

The backlash also reached the political arena, with some U.S. lawmakers demanding clarification about the nature of the meeting and whether disclosures should be required under existing laws regulating foreign lobbying activities. While no official investigations have been launched, the questions highlight growing scrutiny about the blurred lines between diplomacy, lobbying, and online influence.

Looking Ahead

As Israel continues its operations in Gaza, the struggle for hearts and minds in the United States is likely to persist. Netanyahu’s branding of social media as Israel’s “most important weapon” signals a broader shift in global statecraft, where viral content may prove as decisive as military hardware in shaping the trajectory of conflicts.

The incident also raises larger questions about transparency, ethics, and the evolving role of digital platforms in democratic societies. Whether seen as legitimate advocacy or foreign interference, the New York meeting underscored the undeniable reality that social media has become a central front in international disputes—one where algorithms, influencers, and investors hold as much sway as diplomats and generals.