STRATEGI PERSONAL BRANDING FOTOGRAFER PROFESIONAL MELALUI MEDIA SOSIAL INSTAGRAM (STUDI KASUS PADA AKUN INSTAGRAM @DARWISTRIADI)

Abstract

This study analyzes the personal branding strategy of a professional photographer on Instagram through a case study of the account @darwistriadi. A qualitative case study approach with content analysis was used. The unit of analysis consisted of 30 posts purposively selected for their relevance to the photographer's professional identity. Data were collected through content observation, documentation, and literature review, then analyzed through inventory, reduction, coding, categorization, interpretation, and conclusion drawing. The analysis refers to Montoya's eight principles of personal branding-Specialization, Leadership, Personality, Distinctiveness, Visibility, Unity, Persistence, and Goodwill-while also examining content type, visual consistency, caption storytelling, and audience engagement. The results show that content is dominated by portrait photography (21 posts, 70%), followed by fashion photography (6 posts, 20%) and editorial photography (3 posts, 10%). Engagement is dominated by the high category (22 posts, 73%), while 8 posts (27%) fall into the medium category, with an average engagement score of 2.73 (high). The personal branding strategy of @darwistriadi is reflected through a focus on portrait photography, the involvement of professional figures, the use of captions to convey creative processes, a distinctive and consistent visual character, sustained publication, alignment between content and profession, and positive audience response. The eight principles are interrelated in building identity, credibility, distinctiveness, visibility, and professional reputation consistently within Instagram. The findings affirm that Instagram functions not only as a publication medium but also as a dynamic digital portfolio and a space for professional communication, so that a photographer's personal branding is formed through the integration of competence, visuals, narrative, consistency, and sustained audience interaction.