Personal Branding of TikTok Creator Content @y0urcocaine in Beauty Content on the TikTok Application

Abstract

This research examines the personal branding of TikTok content creator @y0urcocaine in beauty content on the TikTok application. Personal branding on social media is believed to be highly effective in enhancing career reputation for the future. Through personal branding, individuals can promote themselves, allowing the public to recognize their skills. Branding itself refers to the use of a name or symbol that distinguishes an individual or product from competitors while providing added value for consumers and sellers. Generally, a content creator has a target audience they aim to reach. The method used in this research is descriptive qualitative. In conducting the research, the researcher conducted interviews, observations of the TikTok account @y0urcocaine, and documentation obtained from sources. The results of the research indicate that @y0urcocaine's personal branding is quite good. The characteristic feature of @y0urcocaine is honest reviews, which distinguish them from other content creators with the same niche. @y0urcocaine reviews products for seven days and then shares the results with the audience. Additionally, @y0urcocaine takes responsibility for the content produced. Consistency is maintained by organizing a meticulous schedule and having supportive facilities to create a comfortable working environment.