In this paper, I explain how both social pressure and public rituals contribute to a rampant change in thinking about the collective identity of Indonesian Muslim women. When I was younger, veiling was only common for those who had just returned from the hajj, the most sought after Islamic pillar. Yet, in contemporary Indonesia, I argue that women’s decisions to veil is largely voluntary, but shaped by social pressures that can be quite extreme and accelerated by the fast pace of social media. I also argue that women’s participation is becoming more pious and is influenced by the overwhelming Islamic nature of their environment, which includes pronouncements by various Islamic cleric and social media influencers, and the liminality of seminal religious rituals. I chose Instagram and YouTube as my evidence, as both serve as platforms that allow ordinary people to converse, to compliment, to promote one another, to promote brands, to make a career, and to even to attack the person they follow. Celebrities and social media influencers are also using these platforms to promote their values. My research shows that there is a constant conversation in social media in Indonesia that attracts young women to wearing veils. This change has resulted in a normalized act of displaying piety by the majority. As the social media is increasingly overwhelmed by a homogenizing message reflecting specific Islamic values and performative practices, Indonesian women will be increasingly influenced to perform piety in their dress and will voluntarily conform to wearing the veil.