<![CDATA[The rapid development of digital technology has transformed social media into a significant platform for personal branding, particularly among digital natives in higher education. This study explores how Journalism students at UIN Raden Fatah Palembang construct and express their professional identity through social media, especially Instagram. The research aims to analyze the digital communication strategies used to build early-stage professional branding. Employing a qualitative approach with a case study method, data were collected through in-depth interviews, social media content observation, and documentation of digital activities from five Journalism students actively managing their online presence. The data were analyzed thematically based on Peter Montoya’s personal branding framework, which includes eight core elements such as specialization, personality, and visibility, complemented by McNally and Speak’s concepts of consistency, uniqueness, and relevance, as well as digital communication theory. The findings reveal that Instagram serves as the primary medium due to its strong visual appeal and broad reach. Students apply strategies such as content consistency, authentic storytelling, feature utilization (stories and reels), and active audience engagement. Ultimately, social media functions as a digital portfolio reflecting students’ journalistic competencies, opinions, and professional development.]]>
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