In the center of this work, we study the concept of personal brand. The aim of the paper is to investigate and analyze the strategic approach and numerous techniques used by content creators on YouTube to present themselves to the target group as effectively as possible and at the same time build their personal brand. Personal branding is the conscious and deliberate promotion of oneself in order to make a person recognizable, desirable and respectable in the industry in which he or she is engaged. Developing a personal brand in the world of social networks is a popular trend today. Many studies indicate a significant increase in video marketing in the past few years. Youtube, as the largest platform for sharing video content, provides its users with numerous opportunities in the field of marketing. Through the YouTube channel, personal brands can easily reach potential users and customers, and on the other hand, deepen connections and create loyalty with existing ones. For this reason, we conducted a survey among the student population to gain insights into their YouTube usage habits and interaction with personal brands through this platform. Based on the conducted research, two social networks through which students interact with personal brands stand out, namely YouTube and Instagram. The research results showed that students most often use the YouTube channel for entertainment and listening to music. It has also been shown that students who search for products on YouTube, for example through reviews, have more trust in YouTubers before making a purchase than those who do not search for products on YouTube.