Clickbait sebagai Strategi Komunikasi Persuasif Islam pada Konten Review Kecantikan YouTube dr. Richard Lee

Abstract

This study examines clickbait strategies in the titles and thumbnails of beauty product review videos on Dr. Richard Lee's YouTube channel. It aims to analyze their effectiveness in attracting audiences and their alignment with Islamic communication ethics. A qualitative method was employed, including content observation, documentation, and in-depth interviews with four active YouTube users. The findings reveal that clickbait (provocative wording, capital letters, dramatic visuals) effectively boosts clicks but must align with content accuracy and Islamic principles of honesty (ṣidq), clarification (tabayyun), and trustworthiness (amanah). Thus, when used proportionately, clickbait can serve as both a digital marketing tool and a medium for educational da’wah (Islamic preaching).