The shift in the communication landscape from conventional to new media has encouraged preachers to adapt, and YouTube has emerged as an effective platform for mass spreading Islamic messages. This study analyzes the da'wah narrative strategy used by KH. Abdullah Gymnastiar (Aa Gym) through his official YouTube channel in an effort to strengthen the image and relevance of his da'wah in the digital era. Using a qualitative-descriptive approach with the framework of Critical Discourse Analysis (AWK) Teun A. Van Dijk, this study dissects the three main dimensions of discourse: text, social cognition, and social context. The results of the study show that Aa Gym's da'wah narrative on YouTube strategically focuses on moral themes (morals) and spirituality, which are conveyed in persuasive language that is easy to understand and personal. The analysis of social cognition reveals that this narrative choice is a reflection of the da'wah philosophy of Daarut Tauhiid that he founded, as well as part of an integrated strategy to rebuild his personal image as an authentic spiritual teacher and not a political figure. Furthermore, the analysis of the social context shows that through the convergence of media, Aa Gym's da'wah is able to interact with contemporary issues, such as the Covid-19 pandemic, so that its messages become relevant and practical for digital audiences. It was concluded that Aa Gym's use of YouTube was a strategic and intelligent response that successfully took advantage of new media features to expand its reach and strengthen its position as an influential da'wah figure.