Personal Branding through Social Media Videos: A Case Study of Li Ziqi
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Abstract
Background and Objectives: Social media videos have become an important medium for personal branding, allowing content creators to communicate their identities, values, and cultural perspectives through visual imagery, sound, language, and storytelling. In an increasingly competitive digital environment, the ability to establish a distinctive personal brand is essential for attracting audiences and maintaining a recognizable digital identity. Li Ziqi is a notable case of personal branding through videos that portray traditional Chinese culture, rural lifestyles, and handcrafted production processes. Her content combines aesthetic presentation with cultural narratives, creating a distinctive representation of traditional ways of life. This study aimed to (1) examine the personal branding strategies employed by Li Ziqi through social media videos and (2) analyze the core brand values embedded in her video content.
Methods: This study employed a qualitative case study approach to investigate the construction of personal branding through social media videos. Data were collected using content analysis of selected videos produced by Li Ziqi and in-depth interviews with key informants representing the target audience. The analysis focused on four dimensions of personal branding: visual aesthetics, symbolic representation, sound and language, and narrative structure. These dimensions were examined to understand how different communication elements contribute to the presentation of personal identity, the representation of cultural meanings, and the communication of core brand values. The interview data provided additional perspectives on the interpretation and significance of the brand elements presented in the videos.
Results: The findings revealed that Li Ziqi’s personal branding was constructed through the integration of four essential dimensions. First, visual aesthetics played an important role through the presentation of natural landscapes, traditional attire, and handcrafted production processes. These visual elements communicated authenticity and established a strong association with rural cultural identity. Second, symbolic representation conveyed cultural heritage and self-sufficiency through the depiction of traditional practices and everyday activities. Third, sound and language contributed to the overall atmosphere of the videos through ambient sounds, minimal dialogue, and gentle tonal expression, which helped create an emotionally engaging viewing experience. Fourth, narrative structure emphasized women’s empowerment, the intergenerational transmission of wisdom, and the preservation of traditional culture. The analysis identified five core brand values: authenticity, cultural continuity, simplicity, craftsmanship, and emotional tranquility. Together, these values contributed to a coherent and recognizable personal brand that connected aesthetic expression with cultural meaning.
Application of this study: The findings provide practical guidance for content creators and digital marketers seeking to develop distinctive and sustainable personal brands on video-based social media platforms. Creators can apply these insights by aligning visual presentation, symbolic elements, sound, language, and storytelling with their intended brand identities and values. The findings also suggest that traditional knowledge, local cultural practices, and authentic representations of everyday life can serve as meaningful resources for developing differentiated digital content. These approaches may help creators communicate their identities consistently, strengthen audience engagement, and establish a recognizable presence in competitive digital environments.
Conclusions: Li Ziqi’s personal branding demonstrates how visual aesthetics, symbolic representation, sound and language, and narrative structure can be integrated to communicate a distinctive digital identity and a coherent set of brand values. By combining cultural storytelling with aesthetic presentation, her videos connect personal branding with cultural continuity and the preservation of traditional knowledge. This study contributes to the understanding of personal branding and multimodal communication in social media video contexts and offers practical insights for developing culturally meaningful digital content.
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