The Rise of ‘Frum’ Influencers: How Orthodox Jewish Creators Are Redefining Instagram
Once viewed as a secular stronghold, Instagram is now home to a growing community of religious Jewish voices using social media to educate, inspire, and challenge stereotypes.
“What does frum mean?” It's a question increasingly echoed across Instagram, as a new wave of visibly observant Jewish content creators gains prominence on the platform. Derived from Yiddish, frum refers to someone who is religiously observant, typically within Orthodox Judaism. Once a niche community, the world of frum influencers is now carving out a striking presence in one of the internet’s most image-driven, secular spaces.
Instagram’s growing acceptance within Orthodox Jewish circles is no small cultural shift. Unlike TikTok, which many in the frum community view with suspicion due to its unpredictable content algorithm, Instagram is often seen as more manageable and, in some communities, more permissible. Yeshivas, seminaries, and even rabbis have embraced the platform as a space for outreach, teaching, and community-building. The key difference? Instagram offers users greater control over their experience: they choose who to follow, effectively curating their digital environment. The platform’s “Explore” page, which displays algorithmically suggested content, remains a challenge, but some see even that as an opportunity for spiritual discipline: a battle with the yetzer hara, or "evil inclination".
Among the most prominent frum voices online is Miriam Malnik‑Ezagui (@miriam.ezagui), an Orthodox Jewish nurse and mother from Brooklyn. With over 1.4 million followers, she shares authentic snapshots of religious life, such as Shabbat preparations, modest fashion, kosher recipes, and reflections on Jewish identity. Her content resonates far beyond the Jewish community, offering non-Jewish audiences a rare, personal window into Jewish traditions while challenging common prejudices and misconceptions, including antisemitism.
Another standout figure is Rabbi Moshe Reuven (@moshereuven), a Hasidic rabbi, rapper, and global music artist. Seamlessly fusing Torah wisdom with hip-hop, Reuven has charted on Billboard, appeared in Rolling Stone Global, and earned a spot on Forbes’ “30 Under 30” list. With 1.8 million followers, he has broken through the traditional Jewish sphere and into the global cultural mainstream, becoming a rare example of a Hasidic figure celebrated for both spiritual depth and artistic influence.
The emergence of these creators is not just an exercise in self-expression. It’s also an act of quiet resistance in a digital ecosystem where online hate persists despite platform moderation. While many forms of bigotry continue to slip through social media’s content filters, the presence of frum influencers serves as a bold statement: observant Jewish life not only belongs on these platforms, but can also thrive there.
What began as a cultural curiosity is rapidly transforming into a broader movement. These influencers are bridging ancient traditions with modern tools, bringing the vibrancy of Jewish religious life into the public eye with authenticity and creativity. In doing so, they’re reshaping not only their own relationship with social media, but also the public’s perception of Judaism, observance, and contemporary Jewish identity.
Far from being a contradiction, frum Instagram is proving that spirituality and digital culture can coexist and, in some cases, inspire one another.