Personal branding is a strategy to build an image of oneself by leveraging abilities, personalities, and unique attributes that one possesses so that it is different from others. Personal branding is becoming very important in today's digital age because one of the ways to build a reputation and self-image in online media is through Instagram. According to data obtained from We Are Social, Instagram managed to rank second as the most active social media network, with 86.5% internet access in Indonesia. Alifia, known as Mbak Yu Berkebaya, managed to implement her personal branding in 2023. The creative and informative content has succeeded in attracting the attention of the brand and the public, as well as success in keyword search results. This research aims to determine the management of social media Instagram @alifiaaaaah in building personal branding as Mbak Yu Berkebaya by 2023. The research method used in this study is qualitative descriptive. The results of this study show that @alifiaaaah's social media account management is already effective by applying The Circular Model of SoMe, namely Sharing, Optimizing, Managing, and Engaging. This can be seen from its success in ranking keywords in search engines. Alifia also used various Instagram features, such as reels, stories, and feeds, to build her branding by actively uploading content. The use of exciting captions and music features on carousel feeds effectively enhances engagement.