Iran’s Online Tactics Surpass White House’s Social Media Efforts

In the early stages of the conflict with Iran, while the White House was busy sharing memes and AI-generated content, Iranian state media was inundating the airwaves with stark footage of the war: explosions in Tehran, plumes of smoke, blood-soaked streets, and the aftermath of a Tomahawk missile strike on a school, leaving grieving parents to bury their children.

Just weeks earlier, the Iranian government had been desperately trying to suppress footage of nationwide protests, implementing the longest internet blackout in the country’s history. When dissidents managed to bypass these restrictions to share images and videos, the regime dismissed them as “Zionist AI slop,” even as it acknowledged the deaths of thousands of protesters.

Then, on February 28th, the U.S. and Israel launched a surprise assault on Iran, resulting in thousands of casualties, including civilians. The narrative flipped: as victims of an illegal war, the Iranian regime found itself with a powerful propaganda tool, showcasing high-definition videos of the destruction caused by American forces.

Before the attacks, it seemed that some internet connectivity was returning to Iran, but as bombs fell, the blackout returned. However, there were hints that Iran might selectively lift the blackout for those who could amplify its message, creating a tiered internet access for individuals willing to promote an anti-war stance. No one could have predicted what would unfold next.

By mid-March, Iranian propaganda took on a bizarre new tone. Lego minifigures dressed as soldiers battled Lego planes and helicopters in an AI-generated desert. Videos mixed references to Jeffrey Epstein and deceased Iranian schoolgirls with scenes of violence. It turned out that this Lego-themed content resonated widely.

The two major conflicts of the decade so far have been in Ukraine and Gaza, both accompanied by a flood of authentic documentation of missile strikes and civilian casualties, much of it captured by civilians turned into unwitting war correspondents. For a brief moment, it seemed the war in Iran might follow suit, especially after a missile strike on a school in Minab killed 175 people, including children. Images of the destroyed school and graves being dug for the victims became symbols of the war’s injustice. Yet, even as these images circulated, the internet blackout persisted. Minab became a rallying point for Iranian state media, which began to adopt a strategy that seemed aimed at outdoing American propaganda.

While Iran lacked the military resources of the U.S., it wielded significant influence over the Strait of Hormuz, creating a crisis that could reshape the global economy. As gas prices surged, the former president issued a dire ultimatum on social media, demanding Iran open the Strait or face dire consequences. Shortly after, a conditional ceasefire was reached, with Iran’s demands setting the stage for negotiations. The regime’s online presence seemed to occupy a space in the former president’s mind, leading him to remark that Iranians were better at handling media than fighting.

The ceasefire story reflects the insular, online bubble of certain political factions crashing against the realities of geography. While it would be an exaggeration to say Iran “shitposted” its way to a favorable ceasefire, the Lego-themed content certainly had an impact.

The Lego AI propaganda, possibly from Iranian state media, is a surreal phenomenon. A representative from Explosive Media, the creators of the Lego videos, claimed they were not affiliated with the regime, arguing that proving a lack of connection to a celebrity was equally absurd. They also stated they were operating from within Iran, asserting, “We’re just a group of friends working voluntarily,” suggesting they had access to whitelisted internet.

Over the past 15 years, the Iranian leadership has ensured that resources and talent flowed into digital content creation. The Islamic Revolutionary Guard Corps (IRGC) reportedly operates or funds numerous production houses, with smaller, agile studios emerging as key players, driven by a younger generation less intimidated by the U.S.

These freelance studios, while not officially part of the IRGC, produce media for the broader state media apparatus, receiving funding from various state and military sources. This new generation was poised to create content, having honed their skills in producing fast-paced, irreverent videos, which the IRGC had previously dismissed as unserious. The war provided them with a platform to showcase their talents.

Regardless of whether Explosive Media is state-sponsored, Iranian embassies worldwide were sharing its Lego videos. The propaganda wave extended beyond Lego, with Iranian embassies posting deepfakes and mocking content aimed at American soldiers and political figures.

Those who delved too deeply into the Lego content emerged with distorted views. Some outlets claimed, “Iran Is Winning the AI Slop Propaganda War,” but the question remained: what war was that? The Lego slop was clearly not aimed at Iranians within Iran, as the ongoing internet blackout limited access. While some managed to find ways to connect, they were unlikely to waste their limited bandwidth on Lego videos.

Despite their absurdity, the videos resonated with a specific audience. Observers noted a keen understanding of social media sentiment and a desire for resistance against oppression. The White House’s messaging often projected power and cruelty, while these propaganda videos tapped into a yearning for the opposite.

Many people outside Iran may not grasp the complexities of the situation, but they are aware of struggles in their own regions. Iran has effectively positioned itself as a representative of the oppressed, especially in the context of the war, where it can frame itself as a victim of aggression.

Iran is a complex nation, characterized by authoritarianism and a history of external interference. In the realm of AI-generated content, the lines blur, and the focus shifts from facts to vibes. The regime’s state media accounts, while still posting serious content, have shifted their tone, increasingly showcasing images of downed U.S. helicopters and strikes on Tel Aviv, emphasizing strength rather than humanitarian concerns.

The Minab strike was one of the first bombings on February 28th, and as footage circulated, some accused it of being AI-generated. Drone footage revealed rows of graves for the victims, many of whom were children, yet this too faced skepticism. As images from Minab went viral, the truth became a powerful asset for Iran, but the regime struggled with authenticity, often resorting to deepfakes and manipulated content.

This conflict is not the first to be clouded by deepfake technology, which complicates the truth. The Iranian regime has long engaged in disinformation campaigns, and the current environment is rife with uncertainty. The regime’s history of censorship and manipulation has created a landscape where personal beliefs often overshadow factual evidence.

The Minab case exemplifies the challenges of verification in a poisoned information environment. Initial denials can leave lasting impressions, making it difficult to correct misinformation. The Iranian regime’s lack of trustworthiness further complicates matters, as it has a history of violence and deception.

As the conflict continues, the Iranian regime has found itself in a position where telling the truth may serve its interests. However, decades of disinformation and censorship have left it ill-equipped to pivot to transparency. The regime’s primary strategy has been to control information flow, and its struggle to adapt to a new reality is evident.

On March 3rd, a video of Tehran’s Azadi Square, engulfed in smoke and flames, circulated widely. The quality of the footage was strikingly better than previous state media outputs, which had appeared outdated. This new content was often shared by independent accounts rather than directly from state media, which seemed to be aggregating rather than producing original footage.

As the war progressed, state media shifted its focus from documenting destruction to showcasing successful strikes against U.S. military targets. The narrative surrounding Minab became more symbolic, with propaganda emphasizing cartoons and deepfakes rather than authentic documentation.

The Lego-themed content and the White House’s own memes reflect a troubling parallel in the online discourse surrounding the war. The absurdity of both sides’ messaging highlights the depths to which the conflict has sunk.

In the wake of violence in the U.S., the government used the suppression of dissent in Iran as justification for military action, resulting in further loss of life. Iran has accused the U.S. and Israel of war crimes, a claim that, while valid, comes from a regime with its own history of atrocities.

The situation is dire, with reports indicating a lack of safety measures for civilians during bombings. The Iranian regime’s long-standing efforts to control information have exacerbated the humanitarian crisis, even as it accuses its adversaries of wrongdoing.

The Iranian government has spent years building a system to control the internet, mirroring strategies employed by other authoritarian regimes. This centralized control allows the regime to prioritize local platforms and restrict access to outside information.

The outcome of the Iran war is more tied to the Strait of Hormuz than to any other factor, but the lessons drawn by other repressive governments may be misguided. Iran’s tightly controlled information environment and its ability to generate propaganda may be seen as effective, but they do not represent a stronger or better approach.

In a broader context, the suspension of the Explosive Media channel by a U.S. company reflects a similar dynamic to Iran’s internet control, limiting access to alternative narratives. This situation raises questions about digital sovereignty and the implications of information warfare in the modern age. In this conflict, Iran has met the U.S. on its own terms, engaging in a battle of absurdity that mirrors the American government’s own tactics.