Franky Bernstein: Building the Nice Jewish Brand
Franky Bernstein has carved out a unique niche as a content creator by embracing his Jewish identity and turning regular activities into engaging social media content. His signature style blends humor with cultural touchstones, resonating with viewers who follow his consistent posting schedule.
The cornerstone of Bernstein’s content strategy involves documenting personal grooming rituals. Every six to eight weeks, he films himself shaving his beard, a seemingly mundane activity transformed into entertaining content through his comedic narration and interactions with bystanders. “If you’re enjoying this content, I do this every six to eight weeks, so follow along for more,” he encourages viewers in multiple videos.
These beard-shaving videos follow a similar format: Bernstein captures the dramatic transformation, often joking about how it appears he’s “chopping off” his face or chin. He frequently engages with people around him, sharing the experience and inviting participation. In one instance, a woman from Montana asks to try using his trimmer, creating an unexpected moment of connection.
Bernstein demonstrates savvy audience engagement by incentivizing interaction. He often makes playful challenges tied to view counts: “If this gets a million likes, I will consider keeping this [mustache],” and even more dramatically, “If this gets 10 million likes, I’ll wax my chest.” This strategy paid off when viewer response led him to actually go through with chest waxing, creating additional content that generated substantial engagement.
The Nice Jewish brand appears to be expanding beyond content creation. Bernstein mentions plans to launch merchandise, directing viewers to “Follow nicejewish on Instagram.” His business acumen shows in how he’s monetized his online presence: “I’m honestly just super grateful that I can make content and make money doing this now. So I thought, what the hell?”
His willingness to embrace physical discomfort for entertainment value—particularly evident in the chest waxing series—demonstrates his commitment to creating memorable content. The dramatic reactions captured during these sessions (“Oh! I don’t want to do this!”) showcase his authentic, unfiltered approach.
Bernstein also reveals charitable intentions, mentioning that he donates some proceeds from his content to charity. This adds a philanthropic dimension to his brand, potentially broadening its appeal beyond pure entertainment.
His humor often plays with Jewish cultural references, as when he jokes that with his mustache, he looks like “the third brother, Jewigi,” a Jewish play on the Mario Brothers character. This cultural specificity, paired with inclusive humor, has helped Bernstein develop a distinctive voice in the crowded content creator landscape.
The emerging Nice Jewish platform appears poised for expansion into areas like matchmaking and career networking, suggesting Bernstein sees opportunities beyond entertainment content. His integration of technology with cultural elements, exemplified by his Jewish grandmother AI project, indicates an innovative approach to brand building that bridges traditional cultural values with modern tech applications.