How to design a social media campaign on TikTok to combat online antisemitism. Guidelines and recommendations

Antisemitism has persisted across historical periods and geographical regions, manifesting itself in different forms, from ancient prejudices to modern online hate speech. Today, Jewish communities face ongoing challenges, including a recent spike in antisemitic incidents worldwide. Following the events of 7 October, there has been a significant increase in antisemitic rhetoric, fuelled by misinformation and conspiracy theories. Social media platforms, particularly TikTok, play a crucial role in both spreading and countering hate. This report highlights the importance of using technology and social media to counter antisemitism, and highlights TikTok as a powerful platform to promote tolerance and inclusivity through educational campaigns. Why TikTok TikTok was chosen as the platform for developing a social media campaign to combat antisemitism because of its vast global reach and unique ability to engage younger audiences. With over one billion active users, TikTok’s algorithm-driven content distribution allows messages to spread quickly and widely, making it a powerful tool for raising awareness and promoting education. The platform's multimedia format, which combines short videos with music, text and creative visuals, enables the delivery of compelling, relatable content that can engage users emotionally and intellectually. TikTok’s influence on trends and viral challenges also makes it an ideal platform to spread positive messages, counter antisemitic narratives and promote tolerance and inclusivity in an accessible and impactful way. Focus of the study Antisemitism is a global issue that affects Jewish communities differently in different countries, depending on the historical context and the role of politics in the persecution of Jews.. Recent studies highlight the persistence of antisemitic attitudes in Europe, particularly in Eastern Europe. While Italy has relatively low levels of antisemitism, recent trends indicate an increase in incidents related to anti-Zionism. This report focuses on how tailored social media campaigns can address region-specific antisemitic narratives, with case studies on Italy, Hungary and the Visegrád countries, and provides practical guidance on using TikTok to combat antisemitism through targeted, educational content. How to design and implement the campaign In order to design and implement an effective social media campaign to combat antisemitism, it is crucial to first define clear objectives and craft key messages. An essential element is choosing the right communication approaches, which can include strategies such as debunking myths, counter-speech, deconstructing and reframing antisemitic narratives, using personal stories, partnerships with influencers, and even humour and dialogue. The report also provides specific guidance for campaigns targeting Holocaust distortion and anti-Zionism. It also provides technical recommendations on how to effectively use TikTok’s unique features and communication tools. The study is complemented by a list of resources and detailed studies in the annexes.