Hijrah Goes Viral: Millennial Religious Narratives through Influencers on Tiktok

Abstract This study investigates the transformation of Islamic da’wah from conventional practices to digital platforms, with a focus on TikTok as a new medium for religious expression. Using the case of Hanan Attaki, a prominent Islamic influencer, this research analyzes how digital da’wah is strategically constructed and its impact on religious understanding among Indonesian millennials and Gen Z. Employing a qualitative netnographic approach, the study examines digital content, audience interaction, and communication styles. Findings show that Attaki utilizes TikTok’s algorithmic and visual features to disseminate concise, emotionally resonant religious messages. Themes such as introspection, self-development, and social ethics are presented through storytelling and relatable aesthetics. However, the study also raises concerns about the erosion of traditional religious authority and the commodification of religious discourse. Drawing on Campbell’s Digital Religion and Mosco’s Commodification theories, this research highlights the evolving dynamics between media, market forces, and Islamic communication in digital spaces.