The Jewish Museum Berlin Now on TikTok

Through its TikTok channel, the museum presents complex historical subjects in a way that’s easy to understand, connects them to current social issues, and creates new space for exchange. Moving beyond narratives that focus only on persecution, it showcases Jewish culture as diverse, vibrant, and contemporary. In this way, the channel helps make Jewish life in Germany visible in both its historical depth and its present-day reality.

The posts draw on the museum’s collection: personal documents, letters, photographs, and moving life stories, including materials from the JMB’s family collections. They are complemented by accessible background information on Jewish traditions and holidays, as well as insights into everyday life. Formats such as behind-the-scenes videos, archival discoveries, and narrated biographies are tailored to the platform without compromising scholarly rigor.
 
The TikTok channel is also intended as a space for conversation and active participation. Beyond sharing knowledge, it engages users by asking questions, encouraging discussion, and responding to comments.
 
The channel’s host, Rosa Jellinek, highlights the challenges Jews face on TikTok: “The algorithm and the prevalence of hate speech don’t make things easy for Jewish creators on TikTok. That’s exactly why it’s so important for Jewish perspectives, culture, and history to be present on the platform – and for contemporary Jewish life to be visible.”
 
Alongside Jellinek, experts from the museum and invited content creators contribute to the channel. One of them is Grimme Award winner Susanne Siegert (@keine.erinnerungskultur), who emphasizes the urgent need for reliable content on the platform: “Holocaust-related content on TikTok is often shaped by misinformation, AI-generated imagery, and antisemitic conspiracy theories. That makes it more important than ever for institutions with real expertise to provide reliable alternatives users can trust.”
 
The museum will present its TikTok strategy at the upcoming re:publica conference and looks forward to engaging with its large and diverse audience. Those interested in learning more can attend the presentation.Through its TikTok channel, the museum presents complex historical subjects in a way that’s easy to understand, connects them to current social issues, and creates new space for exchange. Moving beyond narratives that focus only on persecution, it showcases Jewish culture as diverse, vibrant, and contemporary. In this way, the channel helps make Jewish life in Germany visible in both its historical depth and its present-day reality.

The posts draw on the museum’s collection: personal documents, letters, photographs, and moving life stories, including materials from the JMB’s family collections. They are complemented by accessible background information on Jewish traditions and holidays, as well as insights into everyday life. Formats such as behind-the-scenes videos, archival discoveries, and narrated biographies are tailored to the platform without compromising scholarly rigor.
 
The TikTok channel is also intended as a space for conversation and active participation. Beyond sharing knowledge, it engages users by asking questions, encouraging discussion, and responding to comments.
 
The channel’s host, Rosa Jellinek, highlights the challenges Jews face on TikTok: “The algorithm and the prevalence of hate speech don’t make things easy for Jewish creators on TikTok. That’s exactly why it’s so important for Jewish perspectives, culture, and history to be present on the platform – and for contemporary Jewish life to be visible.”
 
Alongside Jellinek, experts from the museum and invited content creators contribute to the channel. One of them is Grimme Award winner Susanne Siegert (@keine.erinnerungskultur), who emphasizes the urgent need for reliable content on the platform: “Holocaust-related content on TikTok is often shaped by misinformation, AI-generated imagery, and antisemitic conspiracy theories. That makes it more important than ever for institutions with real expertise to provide reliable alternatives users can trust.”
 
The museum will present its TikTok strategy at the upcoming re:publica conference and looks forward to engaging with its large and diverse audience. Those interested in learning more can attend the presentation: JMB in its TikTok era | See you at re:publica

The JMB TikTok channel is made possible by the generous support of the FRIENDS OF THE JMB, whose contributions drove its development and continue to expand the museum’s visibility across its digital channels.

Follow us on TikTok: tiktok.com/@juedischesmuseumberlin.