A Comparative Analysis of Instagram and TikTok as Islamic Da'wah Media in the Digital Era

This research aims to analyze and compare the effectiveness of Islamic da'wah on two popular social media platforms, namely Instagram and TikTok. The analysis is conducted based on four main aspects: media characteristics, da'wah communication strategies, audience engagement effectiveness, and user behavioral responses. The research employs a descriptive quantitative approach through observations of the popular da'wah account @hananattakistory during the period of October to November 2025. The findings indicate that TikTok excels in the effectiveness of disseminating da'wah messages through high interaction rates, achieving an engagement rate of 1.42%. In contrast, Instagram records a higher total interaction with an engagement rate of 5.47%, reflecting deeper and more reflective audience involvement. Qualitative analysis shows that TikTok is more effective in the initial stage of capturing audience attention (awareness), while Instagram is stronger in building loyalty and fostering a digital da'wah community. Thus, combining the use of both platforms can serve as a complementary digital da'wah strategy, expanding reach while deepening the understanding of Islamic values in the era of social media. The main contribution of this study lies in its comparative, empirically grounded approach that integrates both qualitative and quantitative analyses to map the effectiveness of da'wah across platforms, providing a strategic foundation for developing adaptive and contextual digital da'wah for young Muslim audiences.