Keberhasilan dakwah sangat ditentukan oleh strategi yang dipilih oleh da’i. Dakwah aktual dan kontekstual merupakan salah satu cara yang dapat dipilih agar pesan efektif mempengaruhi kesadaran dan perilaku masyarakat. Artikel ini bertujuan untuk mengkonstruksi strategi dakwah digital dalam konteks generasi milenial. Melalui pendekatan antropologi digital, artikel ini mengeksplorasi salah satu aktifitas yaitu komunitas Shift yang dipimpinan Hanan Attaki dimana ia melakukan dakwah digital dengan sasaran utama generasi milenial. Dalam studi ini ditelusuri beberapa media sosial yang sering digunakan oleh Hanan Attaki, yaitu Youtube dan Instagram. Studi ini menunjukkan terdapat sejumlah model komunikasi yang bisa dibangun melalui dakwah digital yang menjangkau sasaran dakwah baru yaitu komunitas milenial. Aktualitas tema dakwah dan kontekstual dakwah yang relevan dengan karakteristik generasi milenial yaitu IT minded dan memiliki mobilitas yang tinggi sehingga membentuk moda komunikasi dakwah yang berciri representasi budaya sebagai penentu efektivitas dalam menjangkau kesadaran dan perilaku sasaran dakwah.The success of da'wah is largely determined by the strategy chosen by the Islamic preacher. Actual and contextual da'wah is one of ways that can be chosen by Islamic preacher so that messages can effectively influence people's awareness and behavior. The aim of this study is to construct a digital da'wah strategy in the context of the millennial generation. Through a digital anthropological approach, this study explores one of the activities, namely the Shift community led by Hanan Attaki where he conducts digital da'wah with the main target of the millennial generation. In this study, several social media are often used by Hanan Attaki, namely Youtube and Instagram. This study shows that there are a number of communication models that can be built through digital da'wah that reach new da'wah targets, namely the millennial community. The actuality of the da'wah theme and contextual da'wah that is relevant to the characteristics of the millennial generation, namely IT minded and it has high mobility and make a form of da'wah communication which characterized by cultural representation as a determinant of effectiveness in reaching awareness and behavior of da'wah targets.
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