Unexpected Video Calls for Israeli Families
Last month, while President Donald Trump was visiting Israel to mark a new ceasefire in Gaza, unexpected video calls reached several Israeli families from loved ones still in Gaza.
After over two years without any news, many found themselves seeing faces they had almost given up on. “I love you! I can’t wait to see you!” exclaimed one astonished mother, caught off-guard by the moment.
In a world where truth can be elusive, Hamas has adeptly navigated the debates around the conflict, applying pressure on institutions worldwide.
Each hostage appeared alongside a Hamas fighter, his face obscured by a green headband. The militants instructed in faltering Hebrew: “Share this on social media. Broadcast it on the news.”
This eerie setup served a dual purpose for Hamas; it was not merely a gesture before the ceasefire but also a significant move in their ongoing propaganda efforts.
Throughout the conflict, Hamas has evolved beyond the blurry videos typical of earlier terrorist groups, drawing lessons from countries like Russia and China. They leveraged modern technology, employing drone footage, high-definition cameras, and a vast network across platforms like Telegram and Instagram.
The intention was clear: demoralize Israelis, invigorate their supporters, and sway opinions abroad. Particularly in the U.S. and Europe, diplomatic pressures can yield results unattainable through military success.
Influencers on the Front Lines
Social media influencers have emerged as key players. One notable figure, Saleh Aljafarawi, a 27-year-old on Instagram, gained significant attention by capturing images of rubble and sharing them with emotional undertones. His posts achieved millions of views.
Another influencer, Motaz Azaiza, has 16 million followers and has been actively documenting the circumstances on the ground. One of his graphic clips, showcasing what seemed to be a bleeding infant being removed from debris, garnered over 100 million views.
These influencers collaborated with various channels, including a Telegram group and local media to amplify their narratives. Western media frequently shared these images without scrutiny, leading the public to misconceive certain situations, like the alleged starvation of children, which was later linked to pre-existing health issues rather than the conflict itself.
Visuals were only part of the strategic framework, though. Hamas recognized the importance of not only visuals but also of framing the debate. This is evident as organizations, like the UN Office for the Coordination of Humanitarian Affairs, relied on casualty figures from the Hamas-controlled Gaza Ministry of Health—data criticized for being overly focused on civilian casualties, which intensified international pressure on Israel and sparked protests across U.S. campuses.
Scripted Messages and High-Definition Footage
Recent revelations from a declassified memo by Hamas leader Yahya Sinwar shed light on their media strategy. Instructions emphasized producing “heart-wrenching scenes of destruction” that include graphic instances of violence, as seen in footage from the October 7 incident.
Sinwar allocated responsibilities to a team of public relations officers, expanding Hamas’s propaganda division from about 400 during the 2014 conflict to over 1,500. Each unit was equipped with propaganda deputies trained in live filming and immediate editing in on-the-ground “war rooms.”
Some of their productions included hostages coerced into delivering pre-scripted messages urging Israelis to rally against their government. These videos were released in multiple languages and adorned with sophisticated visual effects, intensifying calls for a favorable agreement.
During a hostage release event in January 2025, Hamas meticulously planned the procedure, documenting each step with high-end cameras, instructing hostages to wave at the crowd, while slogans appeared in Arabic, Hebrew, and English tailored to various audiences.
Iran plays a role in funding these efforts, contributing around $480 million annually to support state propaganda initiatives. It’s believed that Hamas controls a significant share of a broader communication budget estimated at about $2 billion.
Shaping Public Perception
Hamas’s investments are evidently bearing fruit. Surveys indicate that half of Americans, including 77% of Democratic voters, perceive Israel as committing “genocide” in Gaza. The net favorability rating for Israel among younger voters stands at -21, reflecting the impact of pervasive media exposure.
However, when it comes to the two-state solution, public sentiment is more divided. Many Americans either oppose or are uncertain about this frequently proposed resolution.
Perceptions indeed shape policies. Hamas has solidified its role in the discourse surrounding the conflict through the strategic dissemination of images, statistics, and narratives directly into the Western media landscape. In this current climate, they’ve become adept at establishing debate parameters, characterizing Israeli behaviors, and exerting influence on global institutions.
For Israel and its allies, effective communication is crucial—more than just an afterthought. A well-crafted message can define battlefields, mold public opinion, and constrain diplomatic avenues.
This conflict has underscored just how well Hamas understands this dynamic. It’s time for adversaries to grasp this reality as well.
