Abstract
Abstract: The rise of social media has transformed the patterns of religious communication in Indonesia, including how Islamic scholars (ulama) deliver their da’wah messages. This study aims to examine the communication strategies of Indonesian ulama on social media and the challenges they face in maintaining authority and the effectiveness of da’wah in the digital era. This research employs a qualitative literature study method by reviewing various academic sources from accredited national journals and international literature related to Islamic communication, digital da’wah, and religious authority. The findings indicate that Indonesian ulama implement various digital da’wah strategies such as spiritual storytelling, message visualization, and dialogical approaches to build closeness with audiences. However, they also encounter challenges such as religious disinformation, the commodification of da’wah, and the decline of message depth due to the demands of social media popularity. This study emphasizes the importance of digital literacy and Islamic communication ethics in preserving the substance of da’wah within the digital sphere.