Personal branding is a person's activity in presenting himself through the advantages they have as a form of their identity with the aim of getting a good view of others. Currently doing personal branding can be done through social media, one of which is Instagram social media. The purpose of this paper is to determine the role of social media as a media for teenagers to do personal branding. This research method is using a qualitative method with a Descriptive approach. The result of this writing is that there are new benefits from social media for personal branding and there are many teenagers who use Instagram social media as a place to do personal branding. It turns outthat Instagram is currently not only used as a media for seeking entertainment and information but is also used as a media to build personal branding. The impact of doing personal branding through social media is that there is a new job for those who are usuallycalled Instagram Celebrities or Selebgram.