HOW RIDWAN KAMIL BUILDS POLITICAL PERSONAL BRANDING ON INSTAGRAM AMONG FIRST-TIME VOTERS

Abstract

This article examines Instagram’s role as a tool for Ridwan Kamil in building and enhancing his image among young voters. As a politician, Ridwan Kamil leverages social media platforms to reach broader audiences, particularly the younger generation, who are highly active online. This study analyzes three main aspects: the use of Instagram to boost popularity and deliver creative and engaging political messages to young voters, Ridwan Kamil’s personal branding strategies on social media through visual content, interactions, and narratives, and the impact of these efforts on his public image. The research employs a qualitative descriptive approach, drawing on secondary literature, including content analysis of the @ridwankamil Instagram account, academic journals, books, and platform statistics. The findings reveal that Instagram is an effective tool for fostering a positive image among young voters through creative, authentic, and interactive approaches that enhance popularity and emotional connections with the public. This study contributes practical insights for Indonesian politicians on digital communication strategies in the modern era and offers recommendations for sustainable personal branding to mitigate perceptions of superficial image-building. These insights underscore the value of social media in effective political communication today.