She’s known online as “Jewish Jess,” a social media influencer whose straightforward posts calling out antisemitism and anti-Zionism have earned her millions of views and tens of thousands of followers. But until Hamas’s October 7, 2023, massacre, the 30-year-old had never imagined becoming an outspoken advocate for Israel – or making the Jewish state her home.
Born and raised in the UK, Jess is part of a growing wave of young Jewish influencers worldwide who have taken to TikTok and Instagram since October 7 to counter misinformation and reclaim the narrative about Israel and combat antisemitism.
“I’m the most Jewish I’ve ever been and the most in touch with my Israeli side I’ve ever been,” Jess, who has more than 75,000 followers on Instagram and 80,000 on TikTok, told The Jerusalem Report.
Rising fear
Prior to October 7, Jess headed the marketing department for a London-based fashion brand. She had often visited Israel and loved the country, but moving there had never crossed her mind.
On that fateful Saturday, Jess heard from her sister that something was going on in Israel and quickly opened her phone to see – and there she remained glued for the rest of the entire day.
What she saw in the first few hours and in the days that followed the attack was both alarming and eye-opening.
“I know what TikTok is like. I know that it is a cesspit when it comes to political issues, so I was very intrigued to see what was going to happen,” she told the Report.
“Very quickly, it was a place of celebration. That was horrendous to me because in my circle of friends, we were already in complete disbelief and almost in mourning, and the contrast of the British public within 10 minutes was horrendous,” she lamented.
While at work her bosses were kind and sympathetic, anti-Israel and anti-Jewish events happening across London started to make her feel very uncomfortable. Even her walk from the tube station to her office, passing pro-Palestinian posters and graffiti, was unsettling. She started to feel afraid, and what was once an enjoyable job quickly became a daily source of discomfort, eventually forcing her to quit.
Taking action
Witnessing those disturbing events in real time and online compelled Jess to take action.
“When I saw how crazy the world had become and how much antisemitism was rising, I couldn’t stay silent anymore,” she said.
With a background in politics from high school and a university degree in philosophy, she started reading about the conflict in the Middle East, immersing herself in the topic. Before posting any content online, she began following and observing several pro-Palestinian accounts and engaging in debates with other users.
Then she set up her own social media accounts, using them as a platform to address current events, explain Jewish history, counter misinformation about Israel, and expose antisemitism online – all while sitting on her bed, in her pajamas.
Looking straight at the camera, Jess talks in a direct and raw tone. She is blunt and straightforward as she responds to the latest hot topic of the day or calls out a specific anti-Israel or antisemitic individual. In a strong London accent, her voice is authentic, unfiltered, and unapologetic.
Bleeping out
Jess said that most days, she follows the news closely and chooses the topic she finds most compelling. Other times, she simply runs with whatever idea pops into her head.
Recently, she has posted content about the issues in the UK, the hostage returns, the sadism of Hamas, the Gaza Freedom Flotilla, and UNRWA/the UN.
In one recent clip, she addressed the increase in terror-related incidents in the UK, such as the stabbing attack on a London-bound train on November 1, and an attack in Uxbridge, just outside the capital, several days prior.
“Great Britain is on the f***ing brink,” she says, staring unblinkingly at the camera and carefully bleeping out the curse words. “The media aren’t telling the world how treacherous it has become in the UK. The government pretends to give a sh*** but doesn’t do anything preventative to actually protect us… and we’re all f***ing scared and tired.”
Gaining traction
Jess’s style and content are what draw in her viewers, and in a very short time her videos gained traction. But the more followers she gains, the more backlash she faces.
“I would say it’s 95% hate versus 5% support,” Jess told the Report, adding that at first the hate comments were hard to ignore, but she eventually learned to detach.
“These are your typical keyboard warriors,” she said. “Often, those who say awful things online would never say it to your face, so I can’t take it personally anymore.”
Still, pro-Palestinian activists have taken direct action against her as well, reporting her videos to TikTok for using words like “terrorist,” “Hamas,” “gun,” and “bomb,” resulting in some of her videos being removed from the platform. That is one of the reasons she started bleeping out words that might spark controversy.
Motivated by hate
These days, such attacks no longer discourage her but rather make her even more determined in her mission.
“Every hate comment is my motivation and driving force. Bring it on. Let them say what they want,” she declared.
And while Jess said she has never considered stopping making her pro-Israel content, she has grown increasingly concerned about her personal safety to the point of asking the UK police to help install better security measures in her home.
These security concerns are not just personal but are also part of an overall feeling among UK Jews, she said. Many people in her community now remove their mezuzot and have stopped wearing visible Jewish symbols in public.
Not hopeful about the UK’s future, especially for the Jewish community, Jess has decided to move her life to Israel, a place that, for her, feels far more optimistic. Her experience over the past two years, she said, underscored to her the need for solidarity and showcased the resilience of the Jewish nation.
“Before, I would visit Israel on holiday to get a suntan and to relax. Now I’m coming with a whole different purpose and a whole different perspective,” she said. “Not only am I doing a lot for Israel, but Israel is doing a lot for me.”■