An Analysis of Young Content Creators' Personal Branding Strategies on TikTok: Case Study @iniicacaantikk Account

Abstract

The growth of social media has transformed the way individuals construct identity and self-image in digital environments. TikTok, as a short-video platform, functions not only as an entertainment medium but also as a strategic channel for young people to develop personal branding and strengthen social legitimacy. This study aims to analyze the personal branding strategies employed by a Generation Z creator through the TikTok account @iniicacaantikk in building a professional image among audiences. A qualitative approach with a case study method was applied. Data were collected through non-participant observation of five purposively selected videos with the highest engagement rates and analyzed using qualitative content analysis. The findings reveal that personal branding is developed through a consistent digital identity reflected in recurring content themes, visual styles, and narratives of productivity and entrepreneurship. In addition, brand differentiation emerges through the creator's positioning as a young entrepreneur actively involved in business operations and team management. Audience responses in the comment section indicate positive perceptions, including admiration, motivation, career aspirations, and self-reflection. These findings suggest that TikTok serves as an effective communication medium for constructing professional identity and self-image among Generation Z. This study contributes to the development of digital communication research, particularly in understanding personal branding based on authentic experiences and social interaction within digital media environments.