STRATEGI KOMUNIKASI DAKWAH DI KALANGAN GEN Z MELALUI KONTEN INSTAGRAM: STUDI KASUS PADA AKUN INSTAGRAM @fendirullah

Social media has become a primary necessity in the digital era, including in the realm of Islamic preaching (da'wah). Da'wah through social media is no longer merely a trend but has evolved into a lifestyle, particularly among Generation Z. This study aims to describe: (1) the optimization of digital media, especially Instagram, in delivering da'wah messages; and (2) the challenges faced by da'i in engaging with Gen Z audiences. This research adopts a narrative qualitative approach with a case study on the Instagram account @fendirullah. The findings reveal that da'wah content presented in an engaging, relevant, and interactive manner significantly enhances message effectiveness and audience engagement. Major challenges include the need for a deep understanding of Gen Z characteristics and the ability to adapt quickly to shifting digital trends. The study concludes that innovative, adaptive, and responsive communication strategies are essential to expanding the reach of da'wah in the social media era.