Digital Da'wah: Analysis of Da'i Behavior and Social Interaction on Instagram

Abstract

In the digital era, the diversity of audience needs and the influence of platform algorithms pose significant challenges for digital da'wah practices. These conditions require da'i (Islamic preachers) to adapt to technological developments and shifting audience preferences in order to enhance the effectiveness of religious communication. This study aims to examine the dynamics of da'wah in the digital era through the Instagram platform, with a focus on communication strategies, audience interaction, and emerging challenges. Using a qualitative descriptive approach through a literature study, this research analyzes secondary data from books, scholarly journals, articles, and digital documents to systematically describe the phenomenon of digital da'wah without direct field observation. The findings indicate that many da'i demonstrate positive attitudes in conveying religious messages and maintain constructive social interactions with their audiences. Their communication strategies vary, including the use of simple and accessible language, visually engaging content, and interactive two-way communication to foster audience engagement. These strategies have proven effective in enhancing followers’ religious understanding and influencing positive behavioral changes. However, the study also identifies contextual challenges in Instagram-based da'wah, such as ethical concerns related to misinformation and hate speech driven by viral content, polarization of religious narratives that intensify interpretive divisions, and the emergence of religious consumerism through sponsored content or merchandise that may shift da'wah orientation from spiritual authenticity toward commercial interests