Personal Branding Cino Fajrin through Instagram

Abstract

Instagram is one of the social media that can help an account owner build personal branding, including in the context of this research, namely Cino Fajrin as one of the local celebgram with a very strong Semarangan character, and become one that stands out among other celebgrams in this city. The owner of the @cinofajrin account itself is a celebgram with 115.000 followers. The method used in this research is a case study. For the results of the study found that the formation of personal branding on Instagram as a form of specialization, leadership, personality, distinguishing, becoming visible, unity, determination, and good name. Cino Fajrin looks consistent in building personal branding on his Instagram account, allowing him to increase his 'personal' value and selling power. His success in managing branding on his Instagram account, has also led him to the opportunity to work with various event organizers, brands and companies.The development of technology nowadays has resulted in the development of community communication patterns, marked by the emergence of new media in the midst of society. This research looks at how a person builds Personal Branding through Instagram. Instagram is a social media that can help a person or account holder build Personal Branding. This platform brings up the phenomenon of "celebrity" (Instagram celebrities) called influencer that brings a person's unique skills, personality, and character to then be able to wrap it into an identity that has more power than others. Whether we realize it or not, this character builds a personal branding that is different from one another. The purpose of this research is to find out how to build a personal branding that the owner of the Instagram @cinofajrin account wants to create, how the process, form, and reasons for choosing Instagram in building personal branding and the results that have been obtained after building personal branding. This study uses qualitative research methods with a descriptive study approach. The data collection techniques in this study are observation, interviews, and literature studies.