Nearly two years into the war in Gaza, new data highlights a troubling trend: a February poll showed support for Israel among Americans has dropped to just 54%—the lowest level since 2000.
“As someone who lives and works in the U.S., I keep hearing the same frustrating line: ‘There’s nothing we can do—we’re just bad at public diplomacy,’” said Maya Vorobyov, CEO of the TalkIsrael NGO. “But before we give up, it’s time to rethink our strategy.”
According to Vorobyov, the problem starts with the very concept of public diplomacy, Israel’s traditional public diplomacy approach. “While the other side speaks in the language of emotion—stories, identity and personal experience—we respond with facts, charts and cold logic. We appeal to the head instead of the heart. And it just doesn’t work.”
Social media paints a grim picture of Israel
A quick search for “Israel” on TikTok or Instagram reveals the issue, Vorobyov said. “The vast majority of content is negative, dark and often disturbingly graphic—maps, soldiers, blood. That’s what people see when they search for Israel: conflict and war.”
“But there’s so much more here,” she continued. “Israel is vibrant, diverse, innovative. We have world-leading startups, rich food culture, music, art and incredible personal stories. All of that is nearly invisible in the digital conversation.”
“When an 18-year-old in Arizona who’s never met a Jew looks up ‘Israel’ on TikTok, they won’t see Tel Aviv—they’ll see Gaza. That’s not just a PR problem, it’s a serious strategic failure.”
Reaching Gen Z means changing the message
To fix this, Vorobyov says, Israel must better understand its target audience: Gen Z—young adults born in the late 1990s and early 2000s. “They consume massive amounts of social media and reject anything that doesn’t speak directly to them. They’re sharp, opinionated and impatient.”
“This generation prefers short-form, English-language content on Instagram, YouTube and TikTok. They’re not looking for slick government videos or national slogans. They want authenticity. They want to feel, relate and understand through the eyes of real people—not read another empty hashtag.”
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Vorobyov added that Gen Z is driven by values. “They care about justice, equality, empathy and above all—honesty. Over 30% of young Americans have never met a Jewish person, so it’s our responsibility to introduce them to Israel and to us. But the connection must be real if it’s going to matter. Not ‘public diplomacy’—a personal story.”
Viral success depends on authenticity
Some of the most successful pro-Israel content online has come from unexpected places. One example: a viral video by Rio, a Japanese content creator and vocal Israel supporter, who toured shawarma spots in Tel Aviv.
The colorful video celebrated Israel’s culinary diversity, showing a fun, approachable side of the country. Its feel-good vibe and relatable subject—food—earned tens of thousands of views.
Another hit featured Maya herself, who recently made aliyah, riding a bike through Tel Aviv on Yom Kippur. In the quiet streets, she reflected on how different Israelis observe the day and shared her own experience of introspection. The combination of cultural insight and personal emotion created a strong emotional response.
In a third clip, two creators, Mariel and Alexa, walked through Carmel Market on a Friday afternoon, toasted with iced coffee and recorded how many people smiled or greeted them in return. The video captured the warmth and spontaneity of Israeli street life, spotlighting a joyful, human side of the country that resonated with viewers.
What makes a video work?
Vorobyov shared a few simple principles for effective content creation:
• Strong opening: The first three seconds are key to catching attention.
• Keep it short: Ideal video length is 30 seconds to 1 minute.
• Simple English: Speak clearly and naturally. Accents are part of your charm.
• Always include subtitles: Most videos are watched on mute.
• Shoot vertically: Format should match TikTok, Instagram Reels and YouTube Shorts.
• Tell a personal, emotional story: People connect to real stories—not polished statements.
• Stay natural: Overproduced content feels fake. Authenticity wins.
• Surprise your audience: Break stereotypes and offer something fresh.
• End with a call to action: Encourage viewers to comment, share or reflect.
“TalkIsrael isn’t doing traditional public diplomacy,” Vorobyov emphasized. “We’re telling Israel’s story from a real, personal, emotional point of view. Our mission is to improve Israel’s image among young Americans and Western audiences by using social media to share stories that feel human and relatable.”
The organization identifies, trains and supports young content creators, giving them tools, training and opportunities to produce compelling, authentic content about Israel. “Our content reflects the creators’ own perspectives,” Vorobyov said. “They talk about things that matter to their peers—entrepreneurship, music, culture, community and lifestyle.”