1Student, Islamic Communication and Broadcasting Department, Faculty of Islamic Studies & Civilization, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
2Associate Professor, Islamic Communication and Broadcasting Department, Faculty of Islamic Studies & Civilization, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
*Corresponding author email: twediana@umy.ac.id
Online published on 18 March, 2026.
The purpose of this research is to identify the strategies used by each presidential candidate in the 2024 election contest to leverage Islamic content as a campaign tool on social media, specifically on the TikTok platform. The descriptive qualitative approach was applied to characterize the content of Islamic videos during the 2024 election campaign period posted on the TikTok accounts of the presidential candidates @aniesbaswedan, @partaigerindra, and @ganjarpranowo. The results show that the @aniesbaswedan account predominantly used political marketing strategies for Islamic content uploaded during the 2024 election campaign period, while the TikTok content marketing strategy was excellently applied by the @partaigerindra account, garnering tens of millions of views, proving that Islamic content uploads did not significantly influence Muslim votes in the 2024 presidential election.
Islamic political content, TikTok campaign strategy, 2024 presidential election, Political marketing, Social media engagement
