The Da'wah Strategies of the Instagram Account @projectdakwah in the Perspective of al-Bayanuni’s Theory for Muslim Youth استراتيجية الدعوة حساب إنستغرام @projectdakwah في ضوء نظرية البيانوني للشباب المسلم

Abstract

The rapid growth of social media has transformed da’wah patterns from conventional forms into digital communication, particularly among Muslim youth who actively engage with platforms such as Instagram. This study examines the da’wah strategies implemented by the Instagram account @projectdakwah in reaching Muslim youth in Indonesia through the framework of Abu al-Fath al-Bayanuni’s da’wah theory, which includes emotional, rational, and sensory approaches. This research employs a descriptive qualitative approach using content analysis. The data were collected from feed and reels posts uploaded by @projectdakwah between September and November 2025 through observation, documentation, and systematic classification of content. The findings indicate that the account applies an integrated da’wah strategy dominated by emotional approaches through motivational and inspirational messages relevant to youth spirituality and daily life. Rational strategies appear through concise explanations, logical arguments, and religious references, while sensory strategies are reflected in visual design, attractive graphics, and short-form video content adapted to Instagram characteristics. The effectiveness of these strategies is strengthened by content consistency, audience interaction, and optimization of Instagram features, which significantly enhance engagement in digital da’wah among Muslim youth.