The Role of Personal Branding in the Growth of Topi Sihir Animation Channel on Youtube

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Abstract

The fierce competition to stand out poses a major challenge for anyone who wants to gain recognition from the general public on YouTube or known as YouTuber. The more creators there are in the same niche, the greater the competition to capture the audience’s attention. However, Topi Sihir Animation an animation YouTube channel is quite well-known in the animator community, particularly in the storytime animation niche. Even though the channel was only created in 2019, it has already managed to surpass its three predecessors: HR Gram Studio, Fergie Jnx, and YASYFI – Bocah Pony. This study concludes that Topi Sihir Animation is a creator with a very strong personal brand; the three main components of a personal brand as defined by the analytical theory that is distinctiveness, relevance, and consistency, are effectively applied by Topi Sihir Animation. The easily recognizable personal brand, shaped by the shared perspectives of both the informant and the viewers of Topi Sihir Animation, plays a key role in the channel’s growth. The easily recognizable personal brand, shaped by the shared perspectives of both the informants and the viewers of Topi Sihir Animation, plays a key role in the channel’s growth. It has maintained 1 million views and successfully outperformed the channel of a more experienced creator working in the same niche that is storytime animation.