VIRAL VIDEO ON INSTAGRAM BY DAWA INFLUENCER : QUALITATIVE ANALYSIS

Dawa Influencer has made Instagram (IG) as the main platform for delivering dawa to public. Instagram functioned as an effective medium for sharing high-quality photos and videos. Majority of influencers own this account to utilize it for personal Dawah Influencers produced and shared their videos in various forms and creative versions on Instagram, hence these videos still often fail to generate an encouraging viewers response and failed to capture the interest of viewers due to their lack of adherence to the criteria of newsworthiness. Consequently, this study aims to evaluate the application of newsworthiness criteria in viral videos shared by Dawah Influencers on Instagram. This research is a qualitative-based research that implementing content analysis on 50 viral videos(reels) produced by 10 different Dawah Influencers on Instagram based on the Theory ofNews Value which is invented by Harcup and ONeill. The results gained from this research found that there are five main criteria which frequently being applied by the Dawa Influencer in their viral videos on Instagram. Criteria with the highest frequency was the human interestwhich appears in 49 times out of 50 videos analyzed, followed by impact with 43 times, next criteria is proximity with 35 times, conflictwith 29 times and the least one was the currency with only 28 times. This research can be set as reference by the Dawa Influencer in producing a high impact quality videos which fulfilling all the five criteria of newsworthiness to ensure that their videos in social media especially Instagram would be more effective and efficient in terms of viewers and readers acceptanceand encouraging a higher understandingfrom the target audience (Madu).