Analisis Konten Media Sosial X Anies Baswedan dalam Membangun Personal Branding pada Pilpres 2024

This study aims to analyze the content uploaded by Anies Baswedan on the social media platform X (@aniesbaswedan) in building personal branding during the 2024 Presidential Election campaign period. The research method used in this study is qualitative, and it analyzes the content uploaded to the account and literature study. Based on the results of the analysis, Anies Baswedan effectively uses social media X to shape his image as an inclusive, responsive, and open leader on social issues. Anies actively communicates with the public through consistent and relevant content that displays his personality, track record, and success. This strategy has expanded public engagement, especially among millennials and Z generations, strengthening his credibility as one of the most talked about presidential candidates on the X platform. In conclusion, Anies Baswedan's content on the X account has successfully created good personal branding by showing Anies as an intellectual, inclusive, and honest leader with high credibility. This study provides insight into the effectiveness of social media as a political communication tool in the digital era. Keywords: Anies Baswedan, Political Communication, Social Media X, Personal Branding