Abstrak Artikel ini membahas tentang upaya meningkatkan daya saing Islam ramah pada masa pandemi. Adanya Covid-19 menuntut seluruh aktivitas dilakukan secara daring, termasuk dakwah. Tulisan ini hendak meneliti daya saing, kompetensi antara kedua dakwah “Islam ramah” dan “Islam marah” pada masa pandemi. Pendekatan deskriptif-analitis dalam teori competitive superiority dan efektivitas dakwah digunakan sebagai alat untuk menganalisis artikel ini. Penelitian ini dilakukan dengan menganalisis konten dakwah dalam situs (Nu.or.id, Panrita.id dan ppanwarulhuda.com) dan channel youtube (164 Chanel dan Tawaf TV), sebagai representasi Islam  ramah. Sementara konten dakwah dalam situs (Hidayatullah.com, Eramuslim.com, dan Voa-islam.com) dan channel youtube (Hidayah.Indonesia dan SAP Chanel) sebagai representasi “Islam  marah”. Tulisan ini menyimpulkan  bahwa dakwah Islam ramah di era pandemi masih lemah sehingga perlu dilakukan optimalisasi. Tulisan ini merekomendasikan digitalisasi dakwah dengan lima langkah yang harus diupayakan; 1) sentralisasi media dakwah, 2) responsif untuk menjadi problem solving, 3) memberi penekanan (emphasize) pada isu penting, 4) framming and authoritative, 5) digital friendly. Kata Kunci: Digitalisasi dakwah, Daya saing, Islam ramah, Covid-19    Abstract This article discusses efforts to increase the competitiveness of cordial Islam during the pandemic. The existence of Covid-19 requires all activities to be carried by online, it is including da’wah. This paper intends to examine the competitiveness, the competence between two types of da’wah of “cordial Islam” and “Islamic harsh” during the pandemic. The descriptive-analytical approach in the theory of competitive superiority and the effectiveness of da'wah is used as a tool to analyze this article. This research was conducted by analyzing the da'wah content on websites (Nu.or.id, Panrita.id and ppanwarulhuda.com) and YouTube channels (164 Chanel and Tawaf TV), as representations of cordial Islam. Meanwhile, the da’wah content on the websites (Hidayatullah.com, Eramuslim.com, and Voa-islam.com) and the YouTube channel (Hidayah.Indonesia and SAP Chanel) as a representation of “Islamic harsh”. This paper concludes that cordial Islam da’wah in the pandemic era is still weak, so the optimization needs to be done. This paper recommends digitizing da'wah with five steps that must be pursued; 1) centralization of da’wah media, 2) responsive to be problem solving, 3) emphasizing on ​​crucial issues, 4) framing and authoritative, 5) digital friendly. Keywords: Digitizing da'wah, Competitiveness, cordial Islam, Covid-19