Palu – The Instagram account @syafiqrizabasalamah_official has successfully established a strong and consistent personal brand as a platform for digital Islamic preaching. This finding was reported by Ahmad Wafrianto, Sumarni Zainuddin, and Fadhliah from the Master's Program in Communication Studies at Tadulako University in a study published in 2026 in the East Asian Journal of Multidisciplinary Research (EAJMR). The research highlights that consistent content, a clear identity, and effective use of Instagram features play key roles in shaping the public image of a religious preacher in today's digital era.
The rapid growth of social media has transformed the way public figures connect with audiences. Instagram is no longer used solely for sharing photos and videos but has evolved into a powerful platform for building digital identity and influencing public perception. Within the context of Islamic preaching, social media enables religious leaders to deliver educational messages while strengthening credibility and engagement with a broader audience, particularly younger generations who actively consume digital content.
The study focused on the @syafiqrizabasalamah_official Instagram account, which had more than two million followers as of September 2025. The account was selected because of its consistent communication strategy through photos, videos, reels, stories, and other Instagram features. Researchers analyzed all content uploaded between January and September 2025 using a qualitative content analysis approach based on Peter Montoya's Eight Laws of Personal Branding.
The findings reveal that Ustadz Syafiq Riza Basalamah has built his personal branding by specializing in family education and Islamic jurisprudence related to household life according to the understanding of salafus salih. This specialization is consistently reflected in lectures, educational videos, and religious events discussing family issues and domestic life. His educational background as a graduate of the Islamic University of Madinah further strengthens his image as a credible religious scholar in this field.
The research also found that leadership is one of the strongest elements of his personal branding. Besides actively delivering Islamic lectures through social media, Ustadz Syafiq Riza Basalamah serves as a member of the Al-Irsyad Fatwa Council and is the founder of the Lorong Faradisa Foundation, which focuses on Islamic preaching and social activities. These roles are consistently documented through Instagram content, reinforcing his leadership image and enhancing public trust in his religious authority.
In terms of personality, the study describes his online image as simple, calm, firm, and approachable. His Instagram posts frequently highlight moments with family members, children, alumni, and worshippers, reflecting authenticity rather than a carefully manufactured persona. This alignment between personal character and public communication contributes to a stronger emotional connection with his audience.
Another distinctive characteristic identified in the research is the account's thematic focus on family-related Islamic teachings. Unlike many other religious influencers who often incorporate entertainment-oriented or trending content, @syafiqrizabasalamah_official consistently presents family jurisprudence, evidence-based question-and-answer sessions, and minimalist visual designs featuring Arabic calligraphy. This consistency makes the account easily recognizable and memorable among its followers.
The study further shows that the success of this personal branding strategy is supported by continuous visibility on social media. Regular uploads through reels and stories, collaborations with other Islamic accounts, and active audience engagement allow the account to expand its reach while maintaining the identity it has established over time. This long-term consistency strengthens both visibility and audience loyalty.
According to Ahmad Wafrianto and colleagues from Tadulako University, successful personal branding depends not only on visual presentation but also on the consistency between public messaging and real-life behavior. Their findings indicate that the values promoted on Instagram align closely with Ustadz Syafiq Riza Basalamah's social activities, modest lifestyle, and direct involvement in religious and community services. This consistency has helped build a positive reputation and strengthen public confidence in his digital presence.
Overall, the research demonstrates that social media can become an effective platform for building both professional and religious identities when managed consistently. A personal branding strategy that emphasizes specialization, credibility, authenticity, and long-term consistency can establish stronger relationships with digital audiences. The findings also provide valuable insights for communication scholars, digital practitioners, and content creators seeking to understand how sustainable personal branding can be developed through social media.
Author Profile
Ahmad Wafrianto – Master's Program in Communication Studies, Tadulako University, Palu.
Sumarni Zainuddin – Master's Program in Communication Studies, Tadulako University, Palu.
Fadhliah – Master's Program in Communication Studies, Tadulako University, Palu.
Research Source
Article Title: Ustadz Syafiq Riza Basalamah's Personal Branding on the @syafiqrizabasalamah_official Instagram Account
Journal: East Asian Journal of Multidisciplinary Research (EAJMR), Vol. 5, No. 7, 2026.
DOI: https://doi.org/10.55927/eajmr.v5i7.238
Journal Website: https://journaleajmr.my.id/index.php/eajmr
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