Shalom Assayag and Avi Ben Tal Acquire Instagram Page 'Icon Israel' for $7 Million

Businessman Avi Ben Tal, former CEO of Reshet 13, and media personality Shalom Assayag have jointly acquired the popular Instagram page 'Icon Israel' for approximately 7 million shekels (about $1.9 million USD). The acquisition was made through their newly formed company, Buzz Code Digital Media Ltd., which plans to expand into a leading Israeli media group by acquiring and managing additional digital assets.

'Icon Israel' was founded six and a half years ago by Yafit Fishler, who cultivated it into a significant social media presence. The page boasts 547,000 followers on Instagram, 17,000 on Facebook, and 141,000 on TikTok. Fishler described the page as a "significant part of my life that was like family" but chose Ben Tal and Assayag's investment group over other offers, believing they would continue its growth.

The page experienced a significant surge in exposure during the COVID-19 pandemic, with videos reaching millions of views. Despite its success and Fishler's dedication, the page had been operating at a deficit in recent years. Fishler, who managed the page while raising children and whose husband worked in advertising, had been in negotiations with potential buyers.

Ben Tal and Assayag stated that the acquisition of 'Icon Israel' is the first step in their plan to build a strong, leading, and responsible media group. They aim to rebrand the page, refresh its content, and invest in quality, emphasizing high operational and ethical standards. Their goal is to leverage the page's extensive reach to establish it as a premier content platform for both followers and advertisers.