Strategi Perancangan Konten Zakatedu dalam Mengedukasi Remaja di Instagram @Baznasindonesia

Zakatedu Content Design Strategy in Education of Teenagers on Instagram @Baznasindonesia

Abstract

Introduction: In an effort to improve zakat literacy among young people, BAZNAS RI created an educational digital program called ZakatEdu on the Instagram platform. The program aims to promote understanding, awareness, and positive attitudes toward zakat through creative and engaging content. Given the increasing role of social media in shaping youth perceptions, it is important to understand how message design strategies influence the audience’s involvement and comprehension. This study applies the Elaboration Likelihood Model (ELM) framework to analyze how educational messages in digital content affect adolescents’ cognitive and affective responses based on their level of engagement.

Methods: This research uses a qualitative descriptive approach. Data were collected through non-participant observation, in-depth interviews with key informants from the BAZNAS production team, and documentation analysis of ZakatEdu’s Instagram content. The analysis focused on identifying content development strategies across three main production stages: pre-production, production, and post-production. The ELM theory guided the interpretation of how each stage supports persuasive message delivery and audience engagement.

Results: The findings show that the three stages of content design—pre-production, production, and post-production—play a critical role in ensuring that ZakatEdu content remains informative, attractive, and relatable for youth audiences. The pre-production stage emphasizes theme selection, material research, and scriptwriting with youth-oriented language. The production stage focuses on selecting Islamic yet relatable talents and creating visually appealing videos. The post-production stage involves editing and crafting captions aligned with Instagram’s interactive nature.

Discussion: The study highlights that effective digital educational communication requires a combination of strategic planning, audience understanding, and creative presentation. Applying the ELM framework, ZakatEdu successfully utilizes both central routes (informative, structured messages) and peripheral routes (visuals, relatable figures) to enhance engagement and message retention. These findings contribute to developing social media–based dakwah strategies that are more effective in promoting zakat awareness and education among younger generations.