PUBLIC INTEREST OF DA’I AND DA’IYAH VIRALITY IN INDONESIA
Abstract
Digital transformation has reshaped preaching methods in Indonesia. Preachers who deliver structured content that aligns with modern lifestyles are able to reach broader audiences. This study aims to examine the phenomenon of viral preachers in 2024 using a descriptive quantitative approach, based on data from the Indonesian Muslim Preachers Association. Real-time data from Google Trends and YouTube throughout 2024 reveal that virality patterns vary among preachers. These viral trends indicate that public interest spikes are influenced by social issues, interpersonal communication styles, and platform usage strategies. Audience preferences also differ by region, with Central Java, East Java, and Yogyakarta showing the highest levels of engagement with viral preachers in 2024. Furthermore, Generation Z tends to prefer short, humorous, and relatable content, while Generation Baby Boomers and X favor face-to-face preaching. The analysis shows that each preacher’s strategy, media selection, and content delivery method are key to the sustainability of digital da'wah. These findings highlight the importance of adaptive digital strategies in ensuring inclusive and impactful Islamic preaching in an ever-evolving media landscape
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
