The phenomenon of the current celebrity program is familiar to some people, their role in becoming a celebrity like today is inseparable from what they form, namely online identity. The selebgram became successful and famous not apart from the endors they received. In this study, researchers looked at how the selebgram constructed their online identities so that they could become an endorser like today. The role of online identity is related to the profile, traces of activity, or the involvement of someone in the content on social media networking sites. While the celebrity role is not separated from an endorser, the same as the opinion of Shimp endorser as an advertising supporter or also known as an advertising star in supporting the advertising of his product. The program in this study also acts as an endorser. This study uses a phenomenology approach which sees that the three celebrities in this study play a full role in forming their online identity, so that their existence as an endorser cannot be separated from the online identity they form. Thirdly, when building an identity starts from an accident, some even conceptualize it. All three have different characteristics ranging from romantic comedy, fashionable, and hijabers. All three have their own goals through the identity they form. Identity formation cannot be separated from the influence of market desires that they must adjust in order to maintain their existence as an endorser.