NEW YORK (VINnews) — The The New York Times on Wednesday featured Rabbi Shalom Landau, a Hasidic leader in Brooklyn who has attracted a large and diverse audience through short videos sharing Torah-based insights.

The article described Landau, a Williamsburg-based rabbi and spiritual leader of a Hasidic group, as an unlikely social media figure whose teachings on topics such as business, relationships and personal growth have drawn hundreds of thousands of followers online.

Despite his growing digital reach, Landau maintains a traditional lifestyle, including limited personal use of technology and strict observance of Shabbos, according to the report. His teachings are often delivered in a mix of Yiddish-inflected English and rooted in classical Jewish texts.

The Times reported that Landau’s content resonates with a wide range of viewers, including observant Jews, secular audiences and even non-Jews seeking spiritual or practical guidance.

The profile noted that while his online following now far exceeds the number of students who attend his yeshiva, the rabbi himself has expressed caution about how his message is presented in short-form clips, which can simplify complex ideas.

According to the report, Landau’s rise highlights a broader trend of religious figures reaching new audiences through social media, even as they navigate the challenges of maintaining authenticity in a digital environment.