Motif Gen Z Membuat Second Account Instagram Sebagai Strategi Menjaga Personal Branding pada Akun Utama

Abstract

This study examines the motives of Generation Z in creating second accounts on Instagram and how these accounts function as a strategy to maintain personal branding on their main accounts. In the digital era, social media has become a primary space for identity construction, where users are encouraged to present an ideal and curated self-image. This condition creates social pressure that limits self-expression on main accounts. Therefore, this research aims to analyze the underlying motives and strategic use of second accounts among Generation Z. This study employs a qualitative approach using a literature review method, analyzing various relevant books and scholarly articles. The findings indicate that the use of second accounts is driven by several key motives, including the need for self-expression, maintenance of personal branding, privacy management, audience selectivity, and emotional regulation. Second accounts serve as a private space that allows users to express themselves more freely without the pressure of public judgment, while main accounts function as a controlled space for presenting an ideal image. The study concludes that second accounts are not merely alternative profiles, but represent a form of strategic identity management in digital communication. This research contributes to a deeper understanding of how Generation Z navigates identity, privacy, and social expectations in the digital environment.