Da’wa Influencer has made Instagram (IG) as the main platform for them to make personal branding and disseminate islamic-preaching messages to public. The effective news writing that able to attract reader’s attention is the one that fulfil all the newsworthiness criteria. Although the frequency of video updates from most of the Da’wa Influencer are quite consistent on Instagram, but still unable to reach a higher number of views and not fulfilling the public interest because of lacking of application of the newsworthiness criteria. Due to that issue, this research purpose is to measure the application of the newsworthiness criteria in viral videos produced by Da’wa Influencer on IG platform precisely. This research is a qualitative-based research that implementing content analysis on viral videos produced by Da’wa Influencer on IG based on the Bednarek & Caple’s Discursive News Values Analysis Theory. Research findings reported that are four main criteria which frequently being applied by the Da’wa Influencer. Criteria with the highest frequency was the prominence (people/celebrity) with 30% percentage, followed by impact and proximity, both with 25% and the least one was the timelinesss with only 20%. This research can be set as reference by the Da’wa Influencer in producing a high impact quality videos which fulfilling all the four (4) criteria of newsworthiness to ensure that their videos would be more effective instead of just spreading awareness to public on how the social media works in term of the dissemination of Islamic preaching also added new understandings to the Da’wa Influencer that mosque is not the only way for us in developing and widening the Islamic knowledge in this 21st century.
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