An Analysis of Rian Fahardhi Personal Branding as a TikTok Content Creator

Abstract

This study analyzes Rian Fahardhi personal branding in building a career as a TikTok content creator. The research used a qualitative descriptive approach through observation of ten posts uploaded to @rianfahardhi from May 2025 to May 2026, documentation, and literature review. The analysis applied Peter Montoya eight personal branding concepts: specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill. The findings show that Rian builds his digital identity through consistency in social issues, education, public policy, and youth-related phenomena. His critical, communicative, and authentic style strengthens his positioning as the “President of Gen Z.”.