Lizzy went back to posting videos of her family that celebrated Judaism and Israel. But after the October 7 attack, she pivoted to what can only be described as full-blown hasbara – a Hebrew term that can be understood as public diplomacy or propaganda, depending on one’s perspective.

Like hasbara itself, Savetsky is a polarizing figure. Her fans hail her as a “Jewish lioness” and a “modern-day Queen Esther,” as one website recently enthused. But she also has a dedicated contingent of detractors who accuse her of distorting facts, defending Israeli military actions that some classify as war crimes and even leveraging her children to elicit emotional reactions.

Their messaging is strikingly uniform, falling into three primary categories: unwavering support for Israel in its war against Hamas; urgent calls to bring the hostages home; and a relentless focus on global antisemitism, which they frame as a pervasive and existential threat. Their posts often distill incredibly complicated issues into stark battles of good versus evil: an approach that plays well on social media but leaves little room for nuance in the real world. Still, their reach is undeniable.