PERSONAL BRANDING MAYA ALMIRA SEBAGAI CONTENT CREATOR JUNK JOURNAL DI TIKTOK (Analisis Isi Pesan Personal Branding pada Konten TikTok @fomosurvivor)

Through technological advancements, mass media is evolving rapidly. The emergence of new media, such as TikTok, is utilized not only for disseminating information and entertainment but also serves as a strategic platform for content creators to build personal branding, including within niches like junk journaling. Maya Almira, through her TikTok account @fomosurvivor, has garnered audience attention with unique, aesthetic, and consistent junk journal content. This research aims to determine how Maya Almira’s personal branding messages as a junk journal content creator on TikTok @fomosurvivor are represented through Peter Montoya and Tim Vandehey’s The 8 Laws of Personal Branding.

This study employs a qualitative approach and an interpretive type, utilizing the content analysis method. Data were collected through documentation of uploads on the @fomosurvivor TikTok account between December 21, 2024, and October 15, 2025, specifically focusing on two playlists containing junk journal content. The theoretical framework used for this analysis is The 8 Laws of Personal Branding by Peter Montoya and Tim Vandehey.

The results of this research indicate that Maya Almira’s personal branding messages as a junk journal content creator are manifested through six of the eight laws proposed by Peter Montoya and Tim Vandehey. These include: the law of leadership, the law of personality, the law of distinctiveness, the law of visibility, the law of persistence, and the law of goodwill. The study finds that the law of specialization and the law of unity are less emphasized in her branding strategy.