Attracting Muslim Voters with Islamic Content on Tiktok in Indonesian Presidential Election 2024

AbstractThe 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.