SAFA— A social media initiative aimed at improving Israel's international image has sparked widespread online backlash after reports revealed that foreign influencers were paid to participate, with critics arguing the campaign ultimately backfired.

According to media reports, the Israeli government allocated approximately $86,000 to host 16 American influencers under the age of 30 as part of an initiative to promote content portraying the Israeli government and military in a positive light across social media platforms.

Observers described the initiative as a failed digital influence campaign that quickly turned into a public relations setback.

The controversy intensified after a livestream in which one participant, known online as "Clavicular," appeared alongside a member of the Israeli military spokesperson's unit and asked whether he would receive $7,000 in exchange for posting pro-Israel content.

The exchange drew widespread criticism and raised questions about the transparency and authenticity of sponsored online messaging.

Mariam Ouragh, Professor of Digital Anthropology at the University of Westminster, said the campaign had produced "counterproductive results," arguing that cultural narratives cannot be reshaped through financial incentives alone.

She added that the episode highlights the growing difficulty of influencing younger online audiences, many of whom have become increasingly engaged with the Palestinian cause.

The reports have also fuelled broader debate over the use of paid digital advocacy campaigns to shape public opinion, particularly among younger users of social media platforms.