Youtuber personal branding content analysis. A study on indonesian youtuber “atta halilintar”

Abstract

Personal branding is a new phenomenon in Indonesia in order to promote oneself to be a celebrity. Social media gives the opportunity to ordinary people to be famous and as a brand in a relatively cheap and easy. YouTube channel is one of the platforms that makes someone famous, then called YouTuber. A YouTuber who has millions of subscribers is used by the company as a brand endorser and influencer. This research explored a famous YouTuber’s content creation in order to build his personal branding and as a brand endorser. This research used a quantitative content analysis method. The result showed that Youtuber Atta Halilintar builds personal branding with several content themes such as prank, lifestyle, life story and product endorsement that make it increasingly has many subscribers. The aspects raised by Atta in the video such as leadership, personality, self-promotion, and physical uniqueness.