Personal Branding @hansenvendiagus14 Sebagai Content Creator di Media Sosial TikTok

Abstract

This research is motivated by the increasing emergence of new content creators which is causing competition among professions. The aim of the research is to explain Hansen Vendi Agus's personal branding as a content creator on the TikTok account @hansenvendiagus14 amidst a lot of competition with other content creators on TikTok social media. The method in this research uses descriptive with a qualitative approach. The techniques used are observation, interviews, documentation and literature study. The theory used is the personal branding theory according to Peter Montoya. The results of the research are that the personal branding created by Hansen meets eight dimensions, namely: Specialization. Hansen has the characteristic of being called my son, and speaking interesting words. His leadership is firm and can lead the audience by always knowing what the audience wants. Hansen has a smart, creative, funny, friendly and simple personality. Hansen's visible differentiator is always variety with new content streams. To remain visible, Hansen is always consistent and utilizes the TikTok feature. Hansen has a Unity of good ethics and always maintains an attitude. Hansen's determination always follows TikTok trends and is consistent. In maintaining Hansen's good name, he provides clarification if there is a misunderstanding and uploads positive content. By fulfilling these eight dimensions, Hansen creates a personal brand that is different from competitors in his fellow profession.