ABSTRAKMedia sosial adalah media yang paling sering digunakan oleh masyarakat saat ini, salah satunya Instagram. Dari
Instagram, seseorang mampu memperluas jaringannya hingga membangun citra yang akan dilihat oleh khalayak
luas. Banyaknya pengikut di akun media sosial membuat seseorang kerap disebut sebagai micro-celebrity. Di
antara banyaknya percabangan micro-celebrity di Indonesia (beauty influencer, mom-influencer, food blogger,
dan lain-lain), keberadaan mom-influencer mendapatkan perhatian besar dari publik. Popularitasnya di media
sosial membuat mereka perlu membangun personal branding dan self-presentation terbaiknya. Tulisan ini
menganalisis bagaimana mom-influencer mempresentasikan personal branding-nya di Instagram menggunakan
The Eight Unbreakable Laws of Personal Branding dan lima strategi self-presentation. Dalam pengaplikasiannya,
tiga mom-influencer yang dibahas pada tulisan ini berhasil mengaplikasikan prinsip specialization, personality,
distinctiveness, visibility, unity, persistence, dan goodwill, serta strategi ingratiation dan competence. Mereka juga
dapat dikategorikan sebagai achieved micro-celebrities, yang kepopulerannya didapatkan dengan usaha-usaha
yang mereka lakukan di belakangnya. Akhirnya, personal branding yang dipresentasikan oleh ketiga mominfluencer
pada akun Instagramnya sudah dilakukan secara konsisten, yakni sebagai ibu muda yang mampu
menyeimbangkan antara perhatiannya dengan keluarga dan pekerjaan lain yang mereka lakukan dari rumah.
ABSTRACTSocial media is one of the most often used by society today, one of them is Instagram. From Instagram, people
are able to widen their network and build their image that will be seen by their audiences. The large number of
followers on social media accounts make someone often referred as micro-celebrity. Among many branching of
micro-celebrities in Indonesia (beauty influencers, mom-influencers, food bloggers, etc.), the existence of mominfluencers
received great attention from public. Their popularity in social media make them need to build their
best personal branding and self-presentation. This essay analyzes how mom-influencers present their personal
branding on Instagram using The Eight Unbreakable Laws of Personal Branding and five self-presentation
strategies. In its application, the three mom-influencers discussed in this essay have successfully applied the law
of specialization, personality, distinctiveness, visibility, unity, persistence, and goodwill, as well as ingratiation
and competence strategies. They can also be categorized as achieved micro-celebrities, whose popularity is gained
by the efforts they made behind it. Finally, the personal branding presented by the three mom-influencers on her
Instagram account has been done consistently, which is as young moms who are able to balance their attention
between family and other works they do from home.
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