Strategi Personal Branding Konten Kreator di Instagram: Studi Akun @victoriawong68 dalam Membangun Kepercayaan Audiens

Abstract

The development of social media, particularly Instagram, has encouraged the emergence of personal branding as a key strategy for content creators in building audience trust. However, the effectiveness of personal branding is not solely determined by the number of followers, but also by the quality of communication and interaction established with the audience. This study aims to analyze the personal branding strategy employed by the Instagram account @victoriawong68 in building audience trust. This research uses a qualitative approach with a descriptive research design. Data were collected through observation of 40 uploaded posts and analysis of audience interactions on the account. The data were analyzed qualitatively by identifying patterns in content, interaction, and visual elements used by the creator. The results show that the personal branding strategy includes consistency in content themes, particularly in the skincare niche, authentic content based on personal experience, and active interaction with the audience through high response rates. In addition, consistent visual branding and the use of social proof contribute to strengthening the creator’s credibility. In conclusion, effective personal branding in building audience trust is determined by consistency of identity, authenticity of content, active interaction, and credibility supported by visual elements and social validation.