Penggunaan Fitur Instagram Reels Sebagai Personal Branding

Internet users in Indonesia are dominated by social media, one of which is Instagram. Instagram is a photo and video sharing application that is specifically used for identity formation and imagery. Instagram has released the latest feature, the Instagram reels which is widely used by content creators and public figures to create various kinds of content. For example, someone who wants to get the impression as a videographer, then he can create content with a videography theme. Users can also add professional features by pinning specifications on their personal accounts as digital creators, photographers, fashion models, etc. This is done to adjust the most relevant short descriptions for brand user Instagram social media. The purpose of this study is to explore the Instagram reels feature to build personal branding by using the theory of Impression Management by Erving Goffman in 1959 with a self-presentation concept consisting of Preparation, Appearance, and Attitude. This study uses qualitative research methods and determination of four informants based on purposive sampling with data collection through interviews, observations, and documentation which were analyzed through data reduction, data presentation, and drawing conclusions. The result of this research is that the Instagram reels feature has a wide reach to build personal branding, and in the process it takes strategy, quantity, targets, and techniques. Then, the informant's self-presentation in doing personal branding is in accordance with the Impression Management theory where preparation is the beginning of a plan that strongly supports appearance and attitude in order to create personal branding as planned by the informant