The article explores the concept of self-branding, which has gained significant traction in the digital age, particularly through social media. Self-branding, often associated with neoliberal individualism, involves individuals developing a distinctive public image for commercial or cultural gain. The article critiques the concept, arguing that it is problematic due to conceptual, practical, and ethical issues, such as the difficulty of maintaining consistency and the challenge of building a large audience. However, the rise of social media has made self-branding more accessible and influential, enabling ordinary individuals to achieve fame and influence through micro-celebrity practices. The article examines three examples of social media influencers (SMIs) who have successfully leveraged their online presence to build a following and generate commercial success. Despite the controversies surrounding their practices, these SMIs demonstrate how social media can facilitate the transformation of personal brands into marketable entities. The article concludes by discussing the broader implications of self-branding in the context of neoliberal governance and the commodification of personal identity.The article explores the concept of self-branding, which has gained significant traction in the digital age, particularly through social media. Self-branding, often associated with neoliberal individualism, involves individuals developing a distinctive public image for commercial or cultural gain. The article critiques the concept, arguing that it is problematic due to conceptual, practical, and ethical issues, such as the difficulty of maintaining consistency and the challenge of building a large audience. However, the rise of social media has made self-branding more accessible and influential, enabling ordinary individuals to achieve fame and influence through micro-celebrity practices. The article examines three examples of social media influencers (SMIs) who have successfully leveraged their online presence to build a following and generate commercial success. Despite the controversies surrounding their practices, these SMIs demonstrate how social media can facilitate the transformation of personal brands into marketable entities. The article concludes by discussing the broader implications of self-branding in the context of neoliberal governance and the commodification of personal identity.