Reichman University has certified its first graduating class from the Brandon Korff Influencers Program – a credit-bearing academic initiative recognized as the first of its kind at the university level globally. Comprising 35 students drawn from the institution's International School, the cohort was trained to become social media opinion leaders and digital content creators. American-Jewish philanthropist Brandon Korff, whose family held control of Paramount for several decades, bankrolled the initiative.
Demand for the course grew rapidly, earning it a spot among the most coveted offerings on campus. Students developed hands-on skills aimed at turning them into effective content creators while also deepening their understanding of the challenges Israel faces in the realm of digital public diplomacy. Throughout the academic year, participants engaged directly with some of the most prominent names in the influencer world, including Nas Daily, alongside senior professionals from across the content creation industry.
The cohort represented a diverse mix of nationalities, with students arriving from the US, Brazil, South Africa, France, the United Kingdom, Germany, Australia, and other countries. Not all students were Jewish; therefore, drawing on their day-to-day lives as foreign students embedded in Israeli society, they channeled personal experiences into content distributed via their own social media accounts.
Training covered a range of subjects within content creation and the creator economy – including storytelling, photography, video production, editing, community building, social media algorithms, on-camera performance, content strategy, and audience development. Instruction was delivered by leading industry practitioners alongside internationally recognized influencers.
A video competition on public diplomacy served as the program's capstone event, with participants vying to produce the most compelling entry. Cash prizes went to the top three finishers: NIS 15,000 for first place, NIS 10,000 for second, and NIS 7,500 for third.
Isaac Daboush, director of the foundation and head of the program, said: "In an era where global public opinion is shaped on TikTok, Instagram, and YouTube, those who tell the best stories are the ones who create the greatest impact. Today, the most powerful tool is the smartphone in your pocket, capable of reaching and influencing millions of people around the world. Our mission is to cultivate a new generation of international content creators and influencers who act with knowledge, authenticity, and purpose. Seeing young people from across the globe – both Jewish and non-Jewish – choose to share Israel's story through their own personal experiences is the program's greatest success."
Moran Yarchi, a professor and head of the Public Diplomacy Program at Reichman University, added in remarks: "The battle for legitimacy is a real frontline in today's reality, and Israel's image around the world affects all of our lives. The younger generation, which lives on social media, has a unique opportunity to create meaningful influence. The Brandon Korff Influencers Workshop was designed to provide students from around the world with a broad understanding of effective messaging, alongside practical tools and hands-on experience, enabling them to make a meaningful impact in the arenas of public consciousness on behalf of Israel and the Jewish people."
The initiative was built on the conviction that the contest for global public opinion unfolds primarily on social media, where genuine and trustworthy creators command the greatest reach over broad audiences and the narratives that circulate internationally. Anchored in academic rigor, professional instruction, and firsthand experience, the program's overarching goal is to forge a rising generation of digital ambassadors capable of shaping how the world speaks about Israel.
