FROM MIMBAR TO FYP: TRANSFORMATION OF DAKWAH IN THE SOCIAL MEDIA ERA (ANALYSIS OF INSTAGRAM ACCOUNT @HANAN_ATTAKI)

This study examines the transformation of Islamic preaching from conventional pulpits to digital spaces influenced by social media algorithms, with a focus on the Instagram account @hanan_attaki. The development of social media has made preaching not only take place through face-to-face lectures, but also through short content, engaging visuals, reflective captions, and interactive features that are close to the younger generation. The purpose of this study is to analyze the form of preaching transformation, digital communication strategies, and the role of the Instagram algorithm in expanding the reach and engagement of audiences with Islamic messages. This study uses a qualitative approach with content analysis methods of posts, visual narratives, language style, and audience responses. The results show that Hanan Attaki's preaching has shifted from long lectures to a popular preaching format that is concise, emotional, contextual, and easy to share. The Instagram algorithm plays a role in expanding the distribution of messages through recommendations, user interactions, and the appearance of content on the homepage and FYP. However, this transformation also presents challenges in the form of simplification of religious messages, a popularity orientation, and a reduction in the depth of meaning. This research confirms that social media has become a new space for effective Islamic preaching, but still requires ethical responsibility, message quality, and digital literacy so that preaching is not only viral, but also transformative in shaping the religious understanding of the digital community in a more critical and reflective way.