Muslim Brotherhood adopts ‘Digital Da’wa 2.0’ to reach Gen Z

LONDON

The Muslim Brotherhood is reshaping its outreach to target Generation Z, the first true digital-native cohort, through platforms like TikTok, Instagram and YouTube. Seeking to compensate for dwindling traditional support, the group is using short-form, emotionally charged content to influence young audiences across the Arab world and Europe.

Experts describe the campaign as “Digital Da’wa 2.0.” It packages the ideas of founders Hassan al-Banna and Sayyid Qutb in modern, visually-appealing formats while avoiding direct reference to the Brotherhood. Content focuses on themes such as social justice, identity, and Palestine, exploiting youth disaffection and a sense of marginalisation.

Security reports indicate the group uses coordinated online “brigades” of anonymous or pseudonymous accounts to spread motivational messaging and disinformation. Analysts warn that millions of dollars in external funding support these campaigns, amplifying their reach.

European authorities have flagged the risks. Germany banned Muslim Interactive in 2025, seizing accounts and assets used to recruit youth online. Similar measures targeted Generation Islam and Reality Islam. Intelligence agencies in France and Germany have highlighted the role of social media algorithms in accelerating exposure to extremist content, noting a rise in attacks inspired by online radicalisation.

Despite these efforts, experts say Generation Z remains largely resistant. Many reject traditional ideologies, prioritising personal freedom, digital entrepreneurship, social justice and environmental activism. Observers note the Brotherhood’s influence is constrained by a generation increasingly sceptical of ideological orthodoxy.

“Digital Da’wa 2.0” reflects both adaptation and urgency: the Brotherhood seeks relevance in a hyper-connected, socially-conscious generation, but faces limits as youth audiences demand authenticity over ideology.