Peran Copywriter dalam Pengelolaan Media Sosial Instagram Manajemen Qolbu Television (MQTV)

Abstract

In the digital era, the role of the copywriter in managing social media has become crucial, particularly for da'wah institutions that rely on social media to spread their message. This research aims to examine the role of the copywriter in managing the Instagram account of Manajemen Qolbu Television (MQTV), an Islamic broadcasting institution. Using a descriptive qualitative approach, data were collected through observation of MQTV's Instagram content and documentation, including its content planning tools. The findings show that the copywriter's role spans five interrelated stages: content planning-aligning content themes (such as Islamic teachings, inspirational stories, and religious education) with MQTV's vision and mission as a da'wah medium; research and analysis of audience response; visual design; content development; and scheduling and performance measurement using digital planning tools such as Meta Business Suite. These stages collectively ensure that content is interesting, informative, and relevant to the audience, while effectively conveying the da'wah message and inviting audience engagement. This research contributes to a better understanding of how professional content-management practices are applied within a da'wah communication context.