Asa Laily's personal branding strategy as a Toy reviewer content creator through Tiktok @Asakecil Account

Abstract

Social media is currently used as a medium to express themselves through creative work and has different characteristics for each person. This study aims to describe the steps taken by Asa Laily in building personal branding through the Tiktok account @asakecil as a toy reviewer content creator. Asa uses TikTok as a medium to provide information about the items she reviews to her followers through her videos. The research method used is descriptive qualitative. The data sources in this study are interviews and documentation from Asa Laily's TikTok uploads. The results of this study show that Asa Laily uses eight main concepts of Peter Montoya. Specialization is Asa as a toy reviewer content creator. Leadership is demonstrated by the recognition that Asa is competent in her field, which is evident in the number of followers. Asa's fun and friendly personality towards young children shows her who she is, like her everyday personality. The difference between Asa and other content creator reviewers can be seen in the content style displayed. The appearance can be seen in Asa's liveliness in uploading videos daily and replying to comments as a form of interaction with her followers. The unity between life on social media and real life is that besides reviewing toys, she is also a toy collector. The constancy of personal branding that has been built has lasted for three years and is continuing. Asa maintains a good name by providing entertaining and positive toy review content to give a good impression.