As President Donald Trump toured Israel and the region celebrating his newly brokered Gaza ceasefire agreement last month, several Israeli families received unexpected video calls from their loved ones still held captive in Gaza.
After more than two years without information, many suddenly found themselves staring at the faces they feared they might never see again. “I love you! I can’t wait to see you already!” cried one shocked mother.
In a post-truth environment, Hamas has learned how to set the terms of debate, frame Israeli actions, and pressure global institutions.
Behind each hostage stood a Hamas militant in a green headband and full face covering. Before release, the militant gave a command in broken Hebrew: “Post this on social media. Put this in the news.”
It was a scene both surreal and deliberate. For Hamas, the call was not simply a gesture ahead of a ceasefire. It was the final stroke in a propaganda campaign the group has refined into a core battlefield strategy.
Across the war, Hamas moved far beyond the low-tech, grainy videos of earlier terror groups, like al-Qaeda 25 years ago. Borrowing lessons from Russia, China, Iran, and ISIS, it adopted a multi-platform media operation built on drone footage, high-definition body cameras, Telegram networks, curated databases, and a constellation of Instagram influencers.
The goal was simple: Demoralize Israelis, energize supporters, and sway public opinion abroad — especially in the United States and Europe, where diplomatic pressure could yield concessions no battlefield victory could deliver.
Instagram combatants
Influencers became frontline assets. Saleh Aljafarawi, a 27-year-old Instagram personality, chronicled rubble tours and took selfie videos with children and activists, overlaying them with music to evoke sympathy. His content racked up millions of views.
Motaz Azaiza, another influencer, surged to more than 16 million Instagram followers while documenting scenes on the ground and conducting street interviews. A graphic video credited to him — viewed more than 100 million times and widely disputed — showed what appeared to be bleeding toddlers pulled from wreckage.
Hamas-aligned Telegram channels such as Gaza Now and Al Aqsa TV amplified their posts around the clock. Western media outlets often ran these images uncritically, including allegedly starving children later shown to have congenital conditions unrelated to the conflict.
But the visual blitz was only one part of the strategy. Hamas understood that controlling the premises of the debate mattered as much as controlling the images. That is why organizations such as the United Nations Office for the Coordination of Humanitarian Affairs relied heavily on casualty numbers supplied by the Hamas-run Gaza Ministry of Health. Those tallies — widely framed as disproportionately civilian — drove international diplomatic pressure on Israel and fueled student protests across American campuses.
‘Broadcast the images’
A recently declassified memo from Hamas leader Yahya Sinwar revealed the strategic logic behind the group’s media doctrine. Mixed among military instructions were orders to create “heart-breaking scenes of shocking devastation,” including directives for “stepping on soldiers’ heads” and “slaughtering people by knife.” Body-camera footage from the Oct. 7 massacre reflected that intent.
To execute the strategy, Sinwar empowered a spokesman known as Abu Obaidah, who was killed in an Israel Defense Forces strike last year. Under his direction, Hamas expanded its propaganda arm from roughly 400 operatives during the 2014 conflict to more than 1,500. Every battalion and brigade gained its own deputy commander for propaganda, each trained in field filming, livestreaming, and rapid editing inside decentralized “war rooms.”
One category of production featured Israeli hostages forced to deliver scripted messages from tunnel captivity, urging Israelis to protest their government. These videos were released with trilingual subtitles and high-end visual effects. They accelerated domestic pressure inside Israel to accept a deal on terms favorable to Hamas.
During the January 2025 exchange, Hamas choreographed the release events with precision. Operatives filmed every moment with high-definition lenses as hostages were paraded before Red Cross representatives and instructed to wave to crowds. Slogans appeared in Arabic, Hebrew, and English — some tailored to Israeli politics (“we are the day after”), others crafted for Western activists (“Palestine — the victory of the oppressed”).
Iran funds roughly $480 million annually in state propaganda efforts through its IRIB broadcaster. It is reasonable to assume Hamas directs a significant share of its estimated $2 billion budget into communications.
RELATED: The genocide that isn’t: How Hamas turned lies into global outrage
Photo by ZAIN JAAFAR/AFP via Getty Images
Perception shapes policy
The investment has paid off. A Quinnipiac poll found that half of Americans — and 77% of Democratic voters — believe Israel committed a “genocide” in Gaza. A Cygnal survey shows Israel at -21 net favorability among voters younger than 55. Younger Americans, who consume more social media, are almost three times more likely than older voters to view Hamas favorably.
Substance remains another story. A majority of Americans — 56% — oppose or remain ambivalent toward the two-state plan frequently cited by foreign governments and activist groups.
But perception is shaping policy. Hamas has become a dominant force in the narrative battle, feeding imagery, statistics, and talking points directly into Western media ecosystems. In a post-truth environment, the group has learned how to set the terms of debate, frame Israeli actions, and pressure global institutions.
Israel and its allies cannot afford to treat communications as an afterthought. Effective messaging is a force multiplier — not a cosmetic accessory. It frames the battlefield, shapes public opinion, and constrains diplomatic options.
The war showed that Hamas understands this. It is time its opponents understood it too.
Opinion & analysis, Israel hamas war, Israel, Hamas, Media bias, Propaganda, Social media, Genocide, Abu obaidah, October 7 terror attack, Iran, United nations, Gaza ministry of health, Lies