Membangun Personal Branding Melalui Media Sosial Instagram

Mochamad Iksan Hermana, Endri Listiani

Abstract


Every individual in the world is born with his/her own uniqueness. Some people are aware that their uniqueness is not merely a differentiator from other individuals, but a prominent excellence. Therefore, establishing a personal branding is a way to highlight every single excellence that they have. To establish personal branding these days can be easily performed due to the existence of social media. One of social media used to perform a personal branding is instagram. Instagram as one of popular social media has recently spawned a new phenomenon in the wider community by producing a lot of Instagram celebrities that bring their own uniqueness, mastery and various images seen through their own social media accounts. The purpose of this study is to examine ways to build a personal branding, the forms of personal branding that is being built, the reasons for choosing social media instagram as a medium to create the personal branding as well as the results obtained by the Instagram celebrities after building their personal branding through it. This study uses a qualitative research method with case study approach. Data are obtained through direct interviews with two celebrities; Shabila Hidayati @arrestabila and Princess Anindya @puanindya instagram social account owners. Both of them are respectively considered as the raising Instagram celebrities due to their great number of Instagram followers. In addition, the data are also taken through observations, literature study and documentation in the form of photographs. Based on the results of this research, it can be concluded that both of the Instagram celebrities conduct the process of building a personal branding that can be seen from their ways to build personal branding. However, they use different ways to do it. The differences are seen from their styles as well as the results of building personal branding based on individual standards. This is in accordance with the theory of the three-dimensional personal branding formation by McNally and Karl. D. Speak mentioning self-competence, style, and individual or personal standard. Meanwhile, Instagram is used as a medium for both of the instagram celebrities to build a widespread public perception about themselves through the contents uploaded to their instagram account.

 

Setiap individu yang telahir di dunia memiliki keunikannya masing-masing. Beberapa individu sadar bahwa keunikan yang dimiliki tak semata-mata hanya menjadi pembeda dari individu lainnya, melainkan harus menjadi sebuah keunggulan yang menonjol. Oleh karena itu membentuk suatu Personal branding menjadi cara untuk menonjolkan setiap keunggulan yang dimiliki. Dalam era ini, membangun personal branding dapat dengan mudah dilakukan dengan adanya media sosial. Salah satu media sosial yang menjadi sarana dalam membangun personal branding ialah instagram. Media sosial instagram telah melahirkan suatu fenomena baru di masyarakat luas yaitu selebriti instagram yang membawa keunikan, keahlian serta citra yang berbeda di dalam akun masing-masing selebriti instagram tersebut. Tujuan dari penelitian ini ialah untuk mengetahui cara membangun personal branding, bentuk dari personal branding yang dibangun, alasan memilih media sosial instagram dalam membangun personal branding serta hasil yang didapatkan selebriti instagram setelah membangun personal branding melalui media sosial instagram. Dalam penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus. Data yang yang didapatkan, diperoleh dari hasil wawancara secara langsung dengan dua orang selebriti instagram yaitu Shabila Hidayati pemilik akun instagram @arrestabila serta Putri Anindya pemilik akun instagram @puanindya. Selain itu data juga didapatkan melalui hasil observasi, studi kepustakaan serta dokumentasi berupa foto.  Berdasarkan hasil dari penelitian yang dilakukan, dapat disimpulkan bahwa kedua selebriti instagram tersebut melakukan suatu proses membangun personal branding, hal itu dapat dilihat dari cara membangun personal branding kedua selebriti instagram yang memiliki suatu perbedaan yang didasarkan atas kompetensi diri masing-masing individu, lalu bentuk personal branding yang didasarkan atas gaya pribadi yang dimiliki, serta dapat dilihat melalui hasil yang didapatkan dari membangun personal branding yang didasari atas standar diri yang dimiliki masing-masing selebriti instagram. Hal tersebut sesuai dengan tiga dimensi pembentuk personal branding menurut McNally dan Karl. D. Speak yaitu kompetensi diri, gaya, serta standar diri. Sementara itu, Instagram menjadi sebuah media bagi kedua selebriti instagram tersebut untuk membangun suatu persepsi masyarakat luas akan diri mereka berdua melalui konten-konten yang diunggah dalam akun instagram masing-masing.


Keywords


Personal Branding, Instagram, Instagram Celebrities

References


Dominikus Juju, Feri Sulianta. 2010. Branding Promotion with Social Network. Jakarta: PT. Elex Media Komputindo.

McQuail, Dennis. McQuail’s. 2005. Mass Comunication Theory 5th Edition. London: Sage Publication Ltd.

McNally, David., & Karl D. Speak. 2002. Be your Own Brand. San Francisco : Berret-Koehler Publishers, Inc.

Montoya, Peter., & ‎Tim Vandehey 2009. The Brand Called You. New York: McGraw Hill.

Vivian John. 2008. Teori Komunikasi Massa. Jakarta: Kencana.




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