The Practice of Islamic Da'wah in the Perspective of Persuasive Communication in Generation Z on Instagram Social Media

The development of social media has transformed the way Islamic da’wah is delivered, particularly among Generation Z, who are highly familiar with digital platforms such as Instagram. This condition requires da’wah communication strategies that not only convey religious teachings but also persuasively influence audiences’ attitudes and understanding. This study aims to analyze the practice of Islamic da’wah from a persuasive communication perspective among Generation Z on Instagram in Indonesia. The research employs a qualitative approach using descriptive content analysis of da’wah posts from several purposively selected Instagram accounts. Data were collected through documentation of video, visual, and caption content and analyzed thematically. The findings indicate that da’wah content on Instagram is predominantly characterized by emotional persuasive approaches, followed by rational and moral approaches, utilizing short-duration visual formats that align with the characteristics of Generation Z. This study concludes that persuasive communication serves as a key strategy in digital da’wah on Instagram to enhance the relevance, acceptance, and effectiveness of Islamic messages among young audiences.