Vol. 5 No. 1 (2026): June

This study examines the digital da'wah content strategy of the Instagram account @masjidsejutapemuda in building Generation Z engagement on social media. The rapid growth of social media usage among young people has encouraged the transformation of da'wah communication from conventional approaches toward digital-based communication strategies that are more visual, interactive, and emotionally relevant. This research aims to analyze the implementation of Four Pillar Social Media Strategy consisting of communication, collaboration, education, and entertainment in the digital da'wah content of @masjidsejutapemuda, as well as to examine its role in building audience engagement on Instagram. This study uses a qualitative descriptive approach through content analysis and big data analytics sourced from NoLimit Indonesia. Data were collected through digital observation, documentation, literature study, and social media analytics. The results show that the account applies emotional storytelling, visual cinematic content, collaboration with influencers and public figures, educational Islamic content, and humanistic entertainment approaches to attract Generation Z audiences. Big data analytics indicate high reach, impressions, and views, reflecting strong passive engagement patterns among young audiences. The study concludes that the integration of Four Pillar Social Media Strategy effectively strengthens digital da'wah engagement and expands the dissemination of Islamic messages among Generation Z on Instagram.

Keywords: digital da'wah; social media; engagement; Generation Z; storytelling