Over the past two years of war, one of the main questions Israelis – and Jews worldwide – have been asking is how, despite Israel’s military successes, the Jewish state seems to be losing the battle for hearts and minds.
Many are also wondering how to change that.
One popular response has been to harness the growing army of pro-Israel content creators – or, as they’re often called, influencers – online.
Some of these creators produce sharp, engaging, and entertaining content. But do the likes, clicks, and millions of followers they attract really translate into tangible support for Israel? Do they help combat antisemitism? Or even just show that Israelis and Jews are ordinary people – not the villains so many now believe them to be?
For this issue of The Jerusalem Report, we spoke with some prominent pro-Israel influencers, both Jewish and not, who insist they’re not necessarily trying to influence others – they simply want to stand up for what they believe is right.
Figures such as singer, dancer, and actress Montana Tucker, who has some 14 million followers; journalist Eve Barlow; sports presenter Emily Austin; and comedian Zach Margs told the Report that they remain committed to producing meaningful and accessible content about Israel, Jews, and antisemitism, despite facing relentless hate online.
For our cover story, I spoke with Tucker about her experiences over the past two years, and one of her remarks in particular stayed with me: “Fortunately, unfortunately, social media is so important.”
Fortunately, she explained, because that’s where most people – especially the younger generation – get their information. Unfortunately, because it’s a numbers game, and Jews are vastly outnumbered.
She and other creators are giving it their all, but antisemitism continues to rise, falsehoods about Israel spread, and with the advent of AI, the line between truth and falsehood grows ever blurrier.
In an interview with Eylon Levy, the former Israeli government spokesperson argued that while social media is vital, mainstream media cannot be ignored – both must work together. Avital Leibovich, a former spokesperson for the IDF, adds that influencers, while effective, lack the nuance to tell Israel’s story on their own.
Author and activist Hen Mazzig questions whether the money being poured into social media advocacy is justified, while writer Lior Zoe Peretz asks whether Israel’s well-meaning supporters abroad can truly be relied upon. Samuel J. Hyde, a fellow at the Jewish People Policy Institute, stresses that influencers can never replace seasoned professionals.
Dana Ben-Shimon spoke with influencers from the Arab world about their experiences defending Israel, while Egyptian intellectual Dalia Ziada – forced to flee her homeland because of her views – and Mena2050’s Najwa AlSaeed express concern that moderate Arab voices are being drowned out by more radical ones.
On the ground, Ahmed Fuad Alkhatib of the Atlantic Council analyzes the situation in Gaza, and former Knesset member Ruth Wasserman Lande outlines what must happen before the war-torn territory can be rebuilt.
Wherever you stand in the information war, I hope you find this edition both insightful and thought-provoking.
Read on and see what you think.