Analysis of Personal Branding on the Instagram Account @Aniesbaswedan through Social Media Instagram
Analisis Personal Branding Akun Instagram @aniesbaswedan Melalui Sosial Media Instagram
DOI:
https://doi.org/10.21070/ups.9454Keywords:
Anies Baswedan, Instagram, Personal BrandingAbstract
This study analyzes Anies Baswedan’s personal branding strategy through his Instagram account @aniesbaswedan following the 2024 Presidential Election. A qualitative approach with netnography was used to observe posts, captions, and follower interactions. The analysis refers to Peter Montoya’s The Eight Laws of personal branding, including specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The findings show that Anies builds an image as a public intellectual, educator, and humanistic leader close to society. Follower interactions and comments confirm appreciation for his intellectual capacity, social concern, and consistency. The aspects of unity and persistence are particularly prominent, as condolence posts and academic activities strengthen solidarity and a consistent image in the digital space. This study provides insight into how political figures utilize social media to shape a positive image, enhance credibility, and strengthen emotional connections with the public..
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