PRODUKSI PESAN KOMUNIKASI DAKWAH DI TUJUKAN KE KALANGAN SISWA SMA (Dalam Bentuk Podcast Bermedia YouTube)

The use of social media in the context of spreading religious teachings has become a significant phenomenon in the digital age, in line with the rapid development of communication technology that has transformed patterns of social interaction. Platforms such as Facebook, Instagram, Twitter, WhatsApp, and YouTube serve not only as tools for entertainment and personal communication but also as strategic public spaces for the dissemination of religious values. This shift has led to the realization that religious outreach can no longer be conducted solely through conventional methods but must leverage new media that are closer to the audience, particularly the younger generation who are well-versed in the digital world.

This study focuses on the role of the Strategic Planner in the production of Islamic preaching podcasts on the Project Thalatha Fikr YouTube channel, which aims to convey Islamic messages in a moderate, contextual, and creative manner so that they are relevant to the needs of Generation Z, particularly high school students. A series of communication strategies applied in this study include audience and market research, the formulation of light and easily understandable messages, the use of creative communication styles through storytelling and educational humor, as well as content distribution via digital platforms most frequently accessed by the target audience. With this approach, Islamic preaching podcasts not only convey religious teachings in an informative manner but also build emotional connections with the audience and provide a space for participation in religious discussions. The research findings indicate that the use of social media, particularly podcasts on YouTube, not only expands the reach of religious messages beyond geographical boundaries but also enhances audience engagement in religious practices that are more reflective, dialogic, and inspirational. This conclusion underscores that social media holds significant potential as an effective medium for digital da’wah if managed strategically, grounded in research, and presented with an approach that is welcoming, contextual, and relevant to the times.