Coupon code for a ballot slip: The influencers bringing politics to the feed

Two weeks before the elections, more and more influencers in Israel are integrating political statements into their content, contrary to commercial collaborations that could cost them money and followers. The article examines this dilemma through the cases of Dana Zarmon, Danit Greenberg, and Gil Avidor-Aloni, who call for political change and declare support for parties like Yashar and The Democrats, while dealing with criticism and fear of financial losses.

Two weeks before the elections in Israel, leading influencers face a dilemma: whether to express a political stance and risk income and followers, or remain neutral. The article focuses on three key figures: Dana Zarmon, a businesswoman and Instagram personality, who held a personal conversation with Gadi Eisenkot, chairman of the Yashar party, and presented it to her million followers. Zarmon clarified that she is not receiving payment for the move, and faced criticism that her involvement in fashion makes her political positions less relevant. Danit Greenberg, a former "Big Brother" contestant, published a personal column in which she rejected claims of payment for promoting political messages, and explained that expressing a stance could harm her business, but she sees it as part of her civic responsibility. Gil Avidor-Aloni, a food blogger, invited Yair Golan, chairman of The Democrats party, to her kitchen and lost over 100 followers as a result. Talent agent Elad Regev, who initiated a meeting between Eisenkot and influencers, is planning an additional campaign to rally support for the change bloc. The article presents the tension between the desire to influence and the fear of economic consequences, and the shift in the boundaries of political discourse among influencers.