Pengaruh Algoritma Media Sosial terhadap Distribusi dan Visibilitas Konten Dakwah Islam Moderat di Platform TikTok Indonesia

Abstract

The development of social media algorithms has transformed the distribution patterns and visibility of Islamic preaching content in digital spaces, particularly on TikTok, a platform dominated by young users in Indonesia. This study aims to analyze the influence of TikTok algorithms on the dissemination, audience reach, and visibility of moderate Islamic preaching content within the context of digital communication and religious moderation. The research employs a qualitative approach using library research and content analysis methods on various studies related to digital da’wah, social media algorithms, and TikTok audience behavior. Data were collected from scholarly journal articles, academic reports, and studies examining algorithmic interactions on social media platforms. The findings indicate that TikTok’s algorithm significantly determines content distribution intensity through recommendation systems based on engagement, watch duration, user interaction, and audience preference personalization. This condition increases the visibility of da’wah content that is communicative, visual, concise, and adaptive to digital trends. However, algorithmic mechanisms also create risks of da’wah commodification, religious opinion polarization, and the marginalization of moderate content with low engagement rates. This study argues that strengthening algorithmic literacy, digital da’wah ethics, and religious moderation communication strategies is essential to sustain the distribution of moderate Islamic preaching content within Indonesia’s digital public sphere.