DOI of the published article https://doi.org/10.61796/icossh.v2i2.459
Analysis of Personal Branding Strategies Through Digital Storytelling on the Tiktok Account @Onebitbigbite
Analisis Strategi Personal Branding Melalui Digital Storytelling pada Akun Tiktok @Onebitebigbite
DOI:
https://doi.org/10.21070/ups.10021Keywords:
Personal Branding, Digital Storytelling, Tiktok, Media SocialAbstract
This study analyzes the formation of personal branding through digital storytelling on the TikTok account @onebitebigbite using McNally and Speak’s (2012) Personal Branding Theory. Employing a qualitative content analysis approach, the research examines 50 TikTok videos uploaded between June and December 2024, with 10 videos receiving the highest number of likes selected for in-depth analysis. The findings show that @onebitebigbite successfully builds personal branding through distinctive visual elements such as bold lipstick, glamorous outfits, and dramatic expressions; relevant content including viral foods, popular restaurants, and extreme portions; and consistent storytelling patterns supported by Call-to-Action usage. These strategies create an authentic, recognizable, and engaging personal brand. This study contributes to the development of personal branding theory in the digital era and offers practical insights into utilizing TikTok as a digital storytelling platform.
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