Influencer Branding Strategies Shape Online Identity on Instagram and TikTok

DOI

10.2991/978-2-38476-589-8_3How to use a DOI?

Keywords

Personal branding; Online identity; Social media influencers; Instagram TikTok; Digital communication

Abstract

General Background: Social media has emerged as a strategic platform for constructing online identity and personal branding, particularly among influencers in digital communication environments. Specific Background: Influencers in the education sector increasingly utilize platforms such as Instagram and TikTok to communicate expertise and build audience engagement through structured personal branding strategies. Knowledge Gap: However, limited studies examine how personal branding frameworks, such as Peter Montoya’s model, are applied in shaping influencer identity across multiple social media platforms. Aims: This study aims to analyze the personal branding strategies of influencer @xavieraputri on Instagram and TikTok using Montoya’s eight core concepts. Results: Using a qualitative descriptive approach with non-participatory observation, the findings show that Xaviera Putri consistently positions herself as an education influencer focusing on STEM and academic development. Her branding is supported by consistent messaging, engaging communication style, cross-platform alignment, and a positive public reputation, reflecting the integration of specialization, leadership, personality, differentiation, visibility, unity, persistence, and reputation. Novelty: This study applies Montoya’s personal branding framework to analyze an educational influencer’s cross-platform identity construction. Implications: The findings provide insights into strategic personal branding practices for educational influencers in digital media, supporting the development of credible and relevant online identities.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Awalia Legita Amanda
AU  - Istiqomah Istiqomah
PY  - 2026
DA  - 2026/06/18
TI  - Influencer Branding Strategies Shape Online Identity on Instagram and TikTok
BT  - Proceedings of the 1st International Conference on Communication and Digital Multimedia 2025 (ICCDM 2025)
PB  - Atlantis Press
SP  - 13
EP  - 29
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-589-8_3
DO  - 10.2991/978-2-38476-589-8_3
ID  - Amanda2026
ER  -