The Transformation of Da’wah in the Digital Era:

An Analysis of Social Media Usage Trends Among the Audience Aliman

Noor Saidatul Natrah Binti Saaidun

Mazlan Bin Mohd Ibrahim

Hasanuddin

 

Abstract: The rise of social media has transformed Islamic preaching (da’wah), shifting it from traditional spaces such as mosques and majelis taklim (study circles) to dynamic digital platforms. TikTok, Instagram, YouTube, and Facebook now serve as key channels for religious engagement, particularly among young people. This study finds that younger audiences prefer TikTok and Instagram, while Facebook's relevance is declining. These trends underscore the need for strategic communication that is tailored to platform-specific features and audience expectations. Despite the growth of digital da’wah, a critical gap persists: the absence of a guiding framework to ensure alignment with both religious and digital norms. This article addresses that gap by proposing five alignment measures to enhance the credibility, relevance, and ethical integrity of digital da’wah: (1) grounding content in Islamic principles through authoritative sources; (2) adhering to communication ethics to foster respectful discourse; (3) applying digital literacy to optimise message delivery; (4) responding to audience needs based on demographics and media habits; and (5) ensuring institutional and community accountability. These measures offer a practical framework for digital da’wah practitioners to navigate the complexities of online religious communication while preserving its authenticity and transformative potential.