Influencer marketing in Indonesia has been on the rise in recent years. The country’s relatively high social media penetration rate, combined with the amount of time Indonesians spend on online media, are two key factors contributing to this growth. In addition, the increasing number of brands entering Indonesia’s retail landscape has made it harder for consumers to decide what to purchase. Recommendations from social media personalities or influencers have become a leading factor for customers in determining their purchase decisions.
Influencers bridge the gap in engagement and interaction between brands and consumers. Beauty, food, and beverage brands in Indonesia are among the brands that leverage influencer marketing the most. These brands have seen the positive impact of this type of marketing across all social media platforms. According to a recent survey, around 26 percent of Indonesian brands run influencer campaigns once a month. Audience reactions to influencer marketing content have been favorable, with approximately 68 percent of Indonesian consumers having purchased an item or product endorsed by an influencer.
The state of influencer marketing in Indonesia
As one of Southeast Asia’s largest economies, and with the total population in Indonesia surpassing 270 million, it offers great prospects for influencer marketing. Moreover, the number of social network users in Indonesia, projected to reach around 270 million by 2028, points to the potential of this marketing strategy. The increasing number of social media users provides a large talent pool for potential influencers from different tiers and niches, as well as a growing audience for brands’ marketing campaigns.Influencers bridge the gap in engagement and interaction between brands and consumers. Beauty, food, and beverage brands in Indonesia are among the brands that leverage influencer marketing the most. These brands have seen the positive impact of this type of marketing across all social media platforms. According to a recent survey, around 26 percent of Indonesian brands run influencer campaigns once a month. Audience reactions to influencer marketing content have been favorable, with approximately 68 percent of Indonesian consumers having purchased an item or product endorsed by an influencer.
