Personal Branding Male Beauty Influencers on Tiktok in Indonesia (Virtual Ethnographic Study on Tiktok Account @azkhategar391 @ibrawrrrr @maharajasp8)

Abstract

The presence of social media provides the freedom to upload and share things that users want, such as promoting brands. One of the social media platforms that can be used is Tiktok. The presence of Tiktok makes it easy for influencers to build personal branding, one of which is for male beauty influencers. Beauty influencers have become a profession associated with women, even though the makeup is now also done by men. In Indonesia, beauty influencers are a non-majority profession for men, their emergence is often considered deviant and unusual. Azkha Tegar, Ibra, and Putu Maharaja are some of the male beauty influencers in Indonesia. To survive and gain trust, male beauty influencers must have value and uniqueness, which can be formed through social media's right personal branding strategy, especially on TikTok. This research aims to find out how Azkha Tegar, Ibra, and Putu Maharaja build their personal branding as male beauty influencers on Tiktok social media. This research uses virtual ethnographic methods. The results of this research show that using Tiktok provides a platform for Azkha, Ibra, and Maharaja to strengthen their personal branding, build closeness with their followers, and express themselves creatively. Social media such as TikTok is important in building personal branding and facilitating and expanding individual social interactions.