Strategi Dakwah dan Edukasi di Media Sosial untuk Generasi Z
Analisis Konten Dakwah Kreatif di TikTok
Keywords:
Dakwah Digital, Generasi Z, Tiktok, Komunikasi IslamAbstract
Penelitian ini bertujuan memahami bagaimana konten dakwah kreatif di TikTok dapat menjadi sarana edukasi yang relevan bagi Generasi Z. Studi ini dilatarbelakangi oleh fenomena meningkatnya konsumsi video pendek dan kebutuhan strategi dakwah yang mampu menggabungkan nilai keislaman dengan gaya komunikasi digital yang segar, ringkas, dan menarik. Penelitian ini menggunakan pendekatan kualitatif dengan analisis isi mendalam pada sejumlah video dakwah yang populer di TikTok. Data diperoleh melalui observasi konten, pengumpulan komentar audiens, dan penelusuran narasi kreator. Analisis dilakukan dengan thematic coding yang menyoroti dimensi kreativitas, akurasi pesan teologis, gaya komunikasi, dan pola interaksi antara kreator dengan pengikutnya. Hasil penelitian menunjukkan bahwa dakwah yang dikemas dalam bentuk storytelling singkat, penggunaan humor, serta visual yang dinamis lebih mudah diterima oleh Generasi Z. Kredibilitas kreator, penggunaan bahasa sehari-hari, serta keterbukaan dalam menjawab komentar menjadi faktor penting yang meningkatkan keterhubungan emosional dengan audiens. Sebaliknya, konten bernada menghakimi atau eksklusif cenderung memicu resistensi dan polarisasi. Studi ini terbatas pada periode observasi yang singkat dan lingkup tagar tertentu sehingga hasilnya tidak mencakup keseluruhan variasi konten dakwah digital. Meski demikian, penelitian ini memberikan gambaran yang kaya mengenai pola penerimaan dakwah di kalangan Gen Z serta tantangan menjaga keseimbangan antara kreativitas dan substansi keagamaan. Artikel ini menawarkan kerangka analisis dakwah digital berbasis kualitatif yang menekankan keterhubungan emosional, gaya komunikatif, dan literasi keagamaan. Nilainya terletak pada penyajian panduan praktis bagi dai dan pendidik untuk mengoptimalkan media sosial sebagai sarana dakwah yang adaptif dan etis.
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