The Role of Social Media in Enhancing The Effectiveness of Islamic Da’wah Among Millennial Generations

Abstract

The rapid development of digital technology has significantly transformed the methods and strategies of Islamic da’wah. Social media, as a dominant communication platform among millennials, offers new opportunities to enhance the effectiveness of conveying Islamic messages. This study aims to examine the role of social media in improving the effectiveness of Islamic da’wah among the millennial generation. Employing a descriptive qualitative approach, the research involved Muslim millennials aged 18–30 who actively access da’wah content through platforms such as Instagram, TikTok, YouTube, and Facebook. Data were collected through semi-structured interviews, observation of digital da’wah content, and documentation, and were analyzed using thematic analysis. The findings reveal that social media significantly enhances da’wah effectiveness through broader accessibility, creative and relatable content delivery, and interactive communication between preachers (da’i) and audiences (mad’u). Visual, concise, and contextually relevant da’wah content aligns well with millennial characteristics and increases engagement and understanding of Islamic teachings. However, challenges such as misinformation, differences in religious interpretations, and varying content credibility remain critical concerns. Therefore, the study emphasizes the importance of preacher credibility, content accuracy, ethical communication, and digital literacy among millennials. Overall, when managed responsibly, social media serves as an effective and modern medium for Islamic da’wah in the digital era.