A Comparative Analysis of Instagram and TikTok as Islamic da'wahh Media in the Digital Era

This research aims to analyze and compare the effectiveness of Islamic da'wahh on two popular social me dia platforms, namely Instagram and TikTok. The analysis is conducted based on four main aspects: media characteristics, da'wahh communication strategies, audience engagement effec tiveness, and user behavioral responses. The research employs a a mixed-methods approach integrating qualitative content analysis and descriptive quantitative metrics through observations of the popular da'wahh account @hananattakistory during the period of October to November 2025. The findings indicate that TikTok excels in the effectiveness of disseminating da'wahh messages through high interaction rates, achieving an engagement rate of 1.42%. In contrast, Instagram records a higher total interac tion 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'wahh community. Thus, combining the use of both platforms can serve as a complementary digital da'wahh 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'wahh across platforms, providing a strategic foundation for developing adaptive and contextual digital da'wahh for young Muslim audiences.