Strategi Personal Branding Gubernur Blok M dalam Membangun Viralitas di TikTok

Abstract

This study aims to analyze the personal branding strategy of Gubernur Blok M in building virality on TikTok, describe the implementation of Peter Montoya's The Eight Laws of Personal Branding, and examine the contribution of this strategy to content virality. The research employed a constructivist paradigm with a qualitative case study approach. Data were collected through digital observation of 26 TikTok videos from the @arvinorn account and supported by the analysis of two YouTube podcast interviews. Data were analyzed using the Miles, Huberman, and Saldaña interactive model, consisting of data condensation, data display, and conclusion drawing and verification. The findings reveal that Gubernur Blok M's personal branding strategy is built through consistent identity, authentic personality, distinctive visual attributes, spontaneous communication style, and direct interaction with the public. All dimensions of Peter Montoya's The Eight Laws of Personal Branding were identified in the formation of Gubernur Blok M's personal brand. The strategy contributes to content virality by establishing a strong and recognizable digital identity while increasing audience engagement, as reflected in high numbers of views, likes, comments, shares, and favorites on TikTok content. Therefore, consistent personal branding plays a significant role in creating and sustaining virality on social media.