How Gus Zainul Arifin Engages Generation Z Through Creative Da'wah Content
The development of technology and social media has changed the way society receives information, including in learning religious teachings. If da’wah was once synonymous with mosque pulpits, study circles, and majelis taklim, today the digital space has become one of the primary places for the younger generation to seek inspiration, knowledge, and life values.
This shift presents both a challenge and an opportunity for preachers. Amidst the flood of entertainment content on social media, the figure of Gus Zainul Arifin has attracted the attention of the younger generation through a da’wah approach that is fresher, more humanist, and relevant to the times.
The caretaker of the Al-Ghazali Sabrah Islamic Boarding School in Bangkalan, Madura, is known for actively utilising various digital platforms to spread messages of goodness. Through his Instagram account @guszain.story, his TikTok account @guszain.story which has more than 20,400 followers, and various other da’wah channels, Gus Zain builds closeness with Millennials and Generation Z.
One of the reasons the content created by this man, born in East Java on 19 June 1984, is easily accepted is his simple delivery style. He does not use overly formal language or terms that are difficult for the general public to understand. Instead, religious messages are conveyed in a light, communicative language that is close to everyday life. This approach makes the audience feel more comfortable and not as if they are being lectured. “A good message is one that can be understood and practised,” he said.
Gus Zain understands that today’s young generation spends more time on social media than on conventional media. Because of this, he chooses to be active in preaching through Instagram, TikTok, Facebook, and YouTube. His presence on these platforms allows da’wah messages to reach a wider audience more easily. Rather than waiting for the congregation to come to the assembly, he chooses to approach them through the digital spaces they access every day.