Strategi Personal Branding Key Opinion Leader Di Instagram

Abstract

This study aims to identify the personal branding strategies employed by Key Opinion Leader (KOL) on Instagram to attract the attention of brands for collaboration, as well as to identify the supporting factors and barriers in implementing KOL personal branding strategies on Instagram. This study is classified as descriptive qualitative research. Data collection was conducted through in-depth interviews, participant observation, and the collection of objective documentation by selecting three KOL in Makassar. The three informants were Muhammad Ismail Zainal, Muhammad Syahid Al Mahdi, and Runi Virnita Mamonto. The results of this study indicate that personal branding on Instagram to attract brands for collaborations can be achieved by creating authentic content with strong branding, fostering a collaborative ecosystem in content production, and building relationships with agencies. Second, the supporting factors for personal branding include the ability to interact, a desire to gain benefits, knowledge, courage, consistency, support from close friends and family, relationships with others, and being part of a relevant community; whereas the inhibiting factors for personal branding include a reluctance to learn, a tendency to be easily satisfied, insufficient free time, and laziness.