OPTIMALISASI INSTAGRAM SEBAGAI MEDIA DAKWAH (STUDI @MUSLIMORID)

Dakwah (the act of inviting or calling people to embrace Islam) in the millennial era is expected to take advantage of the media, especially the available contemporary media. This study aims to determine the optimization of Instagram as a medium of dakwah on Muslimorid Instagram account. This research uses descriptive qualitative method carried out through interview. The results of the study show that the optimization of Muslimorid Instagram is divided into three stages, namely planning, monitoring, and understanding the Instagram algorithm. The Instagram optimization on Muslimorid account includes the use of features on Instagram social media such as: Feeds, Instastory, Reels, IGTV, Captions, Direct Messages, Tags and Hashtags. There are two obstacles experienced by Muslimorid in using Instagram as dakwah and optimization. First, there have been hackers or people who have been hijacking the Muslimorid Instagram account. Muslimorid admins often change the Muslimorid Instagram account‟s password because there have been indications that someone has been hijacking the Muslimorid Instagram account. Second, there are differences in perspectives between the content creators and the followers of the Muslimorid Instagram account, where there are sensitive contents and complicated language uses. As a result, people who have not been able to understand the content well would post unfavorable comments on the contents of the Muslimorid Instagram account.