ABSTRACT
Indonesia ranks as the fourth-largest YouTube user globally, highlighting the potential for effective digital da’wah strategies. This study aims to explore digital da’wah methods by analyzing viewer comments on the Smart Skill Skool YouTube channel. Successful da’wah on YouTube requires specific elements, including personal public speaking skills, audience engagement, relevant da’wah material, and high-quality video production. The study focuses on the comments under the video titled “Pertolongan Allah Langsung Datang Men.” Using a qualitative research method with a netnography approach—commonly applied to analyze social media and internet content—the study reveals that the most frequently used words in the comments were MasyaAllah (59 comments), expressing admiration for the speaker and content, followed by Alhamdulillah (58 comments). Other comments consisted mainly of symbols or were left blank. The data were categorized into positive, neutral, and negative impressions, with 74% being positive, 25% neutral, and only 1% negative. Additionally, over 100 offensive comments were hidden by the creator. These findings suggest that Indonesian audiences generally respond positively to da’wah videos with universal themes that resonate with their daily lives. Increased audience engagement through comments can boost the video algorithm and help content creators better understand audience needs, preferences, and how to maintain da’wah objectives. This study offers valuable insights for content creators and audiences to foster mutual understanding and encourage more positive interactions on YouTube.
