Here are all the key insights & statistics I found on the state of influencer marketing in Indonesia for 2025👇🏼
- Indonesia is the third largest social media market in the world with roughly 143 million active users.
- Indonesians spend 3 hours and 14 minutes every day on social media.
- 76% of Indonesian users follow at least one influencer, and 68% have made a purchase from one.
- WhatsApp (90.9%), Instagram (85.3%), and Facebook (81.6%) lead usage.
- Instagram is used by 69.9% of brands for influencer campaigns.
- Indonesia has over 1.1 million influencers on Instagram, 980,000 of whom are nano creators.
- Nano influencers offer 7× more engagement than macro creators.
- Food & drink content dominates, followed by fashion & beauty and entertainment.
- ROI can reach 11× — $11 back for every $1 invested.
- Nano influencers are the dominant tier.
- Nano creators cost around $21.44/post, vs. $735+ for celebrities.
Brands are investing heavily on creators and key opinion leaders (KOLs) to reach the Indonesian audience.
In fact, influencer advertising spending is projected to reach $257.35 million by 2025.
The state of social media in Indonesia
Did you know that Indonesia is the fourth most populous country in the world with 281 million residents?
The country’s internet penetration rate stands at 66.5%, which equals 185.3 million people.
Half of the population, or 143 million people, are already on social media.
It’s the largest market in Southeast Asia and the third biggest in Asia Pacific after China (1.08 billion) and India (491 million).
Yes, Indonesia’s social media potential is HUGE.
And let’s find out what insight works best for your brand.
Indonesians are actively scrolling their social media for 3 hours and 14 minutes every day.
And they love consuming creator content.
- 76% of Indonesian users follow at least one influencer on social media.
- 68% had purchased an item recommended by an influencer or KOL.
No wonder branded content and influencer sponsored posts are everywhere.
By being active on social media and partnering with creators, Indonesian brands hope to expand their reach and bring in more customers.
Popular social media platforms
Indonesians love chatting!
That is why WhatsApp is the most-used social media platform in Indonesia, followed by Instagram and Facebook.
Here’s the complete list:
Southeast Asia’s influencer marketing is predicted to hit $2.59 billion in 2024, making Indonesia a more promising market to land for brands and marketers.
| Social Media Platform | Monthly Usage Rate |
|---|---|
| 90.9% | |
| 85.3% | |
| 81.6% | |
| TikTok | 73.5% |
| Telegram | 61.3% |
| X (Twitter) | 57.5% |
| Facebook Messenger | 47.9% |
| 34.2% | |
| Kuaishou | 32.4% |
| 25.0% |
Let’s be real, influencer campaigns don’t really happen on messaging platforms.
When people chat with brand representatives on WhatsApp, they already know what to buy.
They’re no longer in the consideration stage, where influencer recommendations play a crucial part.
Consumers go to WhatsApp after seeing sponsored posts on Instagram or TikTok.
That’s a fact.
Instagram is the most popular social network for influencers in Indonesia
| Social Media Platform | Usage for Influencer Campaigns |
|---|---|
| 69.9% | |
| TikTok | 22.5% |
| YouTube | 3.7% |
| X (Twitter) | 3.7% |
| 0.2% |
But TikTok is slowly catching up too.
Thanks to the For You Page (FYP) algorithm, it’s very EASY to go viral on TikTok without spending big.
And viral TikTok content is usually reposted on other platforms like Instagram and X.
For smaller brands, it’s a great platform to reach more users while spending less.
Number of influencers and their reach
Indonesia doesn’t just have a large social media user base; but it also boasts a large talent pool of creators.
From what I found, Nusantara is home to more than 1.1 million influencers on Instagram alone.
Imagine the actual numbers across YouTube, TikTok, and other platforms 🥵
Here are the estimated number of Instagram influencers in Indonesia based on their follower count.
| Influencer Tier | Estimated Population |
|---|---|
| Mega influencers (1M+ followers) | 1,000 |
| Macro influencers (100K–1M) | 14,500 |
| Micro influencers (10K–50K) | 130,000 |
| Nano influencers (1K–10K) | 980,000 |
No surprise here, nano creators dominate the influencer marketing scene in Indonesia.
Not only the largest segment, nano influencers also have the highest engagement rate compared to other tiers.
A study found that Indonesian influencers with less than 1,000 followers have a 7.2% engagement rate.
In comparison, those with over 100,000 followers only have a 1.1% engagement rate.
Nano influencers offer 7x more engagement than macro creators in Indonesia.
Despite being ‘small’, nano creators have a hidden power to drive engagement from their audience.
This is the exact reason why nano-influencers are the best tier to work with.
You can run as many campaigns as you want with a cheaper budget and they can give you real results.
What is the most popular Influencer type of content by industry in Indonesia?
Fashion & Beauty.
It is the most prolific and always in-demand content for Indonesian online consumers.
Fashion & Beauty is also proven the most popular content created by influencers.
Take a look at the graphic below.
Fashion & Beauty comes first as the most popular content in Indonesia, followed by Entertainment and Food & Drink.
Apparently, the top 3 niches have their own favorite platforms.
The Fashion & Beauty influencers love hanging around on Instagram.
While the Entertainment content is mostly on YouTube & TikTok.
And the Food & Drink is most spread across Facebook.
Take a look at this stat of the most favored platforms for the top 3 content produced by Indonesian influencers:
- Fashion & Beauty: Instagram is the most favored platform for this content at 36%, Facebook comes second at 34%, and YouTube is last with 18%.
- Entertainment: YouTube is ranked first as the favorite platform for this content at 46%, followed by Instagram at 26%, and Facebook at 18%.
- Food & Drink: Facebook is the most popular social platform for this content with 46%, followed by Instagram with 35%, and YouTube at 5%.
“What is the best influencer tier should I work with if I want to reach out to Instagram beauty influencers?”
Good question.
This is the number of influencer tiers of the top 3 influencer content in Indonesia.
| Type of influencer content | Most popular influencer tier |
|---|---|
| Fashion & Beauty | Nano-influencers (38%) |
| Entertainment | Micro-influencers (37%) |
| Food & Drink | Nano-influencers (54%) |
To sum up, Fashion & Beauty is the most popular influencer content by industry and it is mostly produced on Instagram.
And the most crowded tier in Fashion & Beauty is nano-influencers.
62% of Indonesians buy on influencer recommendations
Influencers play a significant impact on Indonesian consumers’ buying decisions.
In fact, 62% of Indonesians had bought an item or product because it was endorsed by an influencer.
Most Indonesians follow influencers because they want expert advice. Others seek out the latest information from content creators.
This is the complete list of the reason why Indonesians follow influencer accounts:
- Expert advice: 63% of Indonesians follow influencer accounts to get expert tips before buying something.
- Updated information: 58% of Indonesian follow influencers on social media to get the latest information.
- Real experience: 41% of Indonesians are captivated by influencers’ personal stories & journeys.
| What impacts your buying decisions | Number of consumers |
|---|---|
| A product recommendation by many influencers within a period of time | 40% |
| A product recommendation by one influencer, many times | 33% |
| A product recommendation by friends/family, many times | 18% |
| A product recommendation by friends/family, within a period of time | 8% |
The study reveals that Indonesian consumers are affected by two kinds of influence.
First, from influencers and second, from family and friends.
The most influence comes from many influencers showcasing a product within a period of time.
And the least influence is from a minimum recommendation from family and friends.
See the graphic below
As you can see, Indonesian trust product recommendations from influencers.
So much of that influence from friends and family only takes a small portion for them.
That is why Indonesian prefer following influencers on social media over brands’ business accounts.
This is the complete list of the reason why Indonesian prefer influencer accounts:
- More relatable content: 30% of Indonesian follow influencer accounts to get relatable content.
- Honest reviews: 23% of Indonesian prefer influencer accounts because they can obtain honest reviews from a product.
- More information: 0.6% of Indonesian follow influencers on social media to get more information.
- Others: 25% of Indonesian prefer influencers over brands’ business accounts for other reasons.
I bet you will do the same when you trust someone with your heart.
Also, Indonesian consumers like to see what the influencers they trust can bring to the table.
Most Indonesian said that they follow influencers so they can enjoy more relatable content.
Let’s take some notes.
Indonesian really like genuine reviews, especially from influencers.
If your brand wants to push in, never forget to work with influencers and run the campaign more than once.
Nano-influencers are the most important influencers tiers in Indonesia
Some ordinary Indonesian might only know macro or mega influencers.
Because Indonesian really worship celebrities.
Turns out, micro-influencers are dominating the industry in Indonesia.
While nano-influencers come second as the most-crowded influencer tiers in Indonesia.
| Influencer tiers | Population |
|---|---|
| Nano-influencer (1k-10k followers) | 32% |
| Micro-influencer (10k-100k followers) | 34% |
| Macro-influencer (100k-1m followers) | 21% |
| Mega-influencer (Celebrity) (>1m followers) | 3% |
| End-user (100-1k followers) | 8% |
Even though there are a lot of famous celebfluencers in Indonesia, their population is very small.
While macro-influencers place third with 21% of the total influencers in Indonesia.
Meaning, Indonesian micro-influencers have grown their audience rapidly in a year and reached the next level.
Despite dominating the industry, the engagement rate of micro-influencers is still smaller than nano-influencers.
A study compares the engagement rate between micro-influencers and nano-influencers in Indonesia.
Two essential things we can conclude from the study:
- Nano-influencers have a higher median engagement rate than micro-influencers in any niche (the top 3 influencer content) and any platform (Instagram, YouTube, Twitter).
- Nano-influencers in Indonesia who create Entertainment content have a higher median engagement rate on Instagram at 6.60% than micro-influencers with 4.38%.
The high engagement rate by nano influencers in Indonesia also resonates with the global trend.
In 2022, the engagement rate of nano-influencers is at 3.69% globally.
Nano-influencers are indeed a special breed.
Despite being ‘small’, they have a hidden power to drive engagement from their audience.
This happens because the audience of nano-influencers is mostly friends or family.
It is easier to make your audience engage with your content if you share a familiarity with them.
It also makes the content more relatable to its audience.
That’s why nano-influencers are the best tier to work with.
You can run campaigns as much as you want with a cheaper budget and they can give you real results.
Brands are set to spend over $257 million on influencer advertising in 2025
Influencer ad spending in Indonesia is set to reach $257.35 million in 2025.
And with the expected annual growth rate of 9.81%, the market volume will double to $410.85 million by 2030.
| Year | Ad Spending (USD) | YoY Growth (%) |
|---|---|---|
| 2017 | $26.97M | – |
| 2018 | $37.61M | 39.45% |
| 2019 | $52.11M | 38.55% |
| 2020 | $72.72M | 39.55% |
| 2021 | $100.82M | 38.64% |
| 2022 | $140.02M | 38.88% |
| 2023 | $194.60M | 39.00% |
| 2024 | $223.79M | 15.00% |
| 2025 | $257.35M | 15.00% |
| 2026 | $282.67M | 10.00% |
| 2027 | $310.24M | 9.75% |
| 2028 | $340.97M | 9.90% |
| 2029 | $374.86M | 9.94% |
| 2030 | $410.85M | 9.60% |
Indonesian brands are investing heavily on influencer marketing because it works, growing from spending $26.97 million in 2017 to $223.79 million in 2024.
That’s an insane 729% growth in less than a decade.
But the era of hyper growth is over.
From 2025 to 2030, we won’t be seeing 40% growth in a year anymore.
Anything over 10% will be considered great.
Why?
Because the market has matured.
More brands are jumping in, competing for the same audience.
What used to work might not work anymore.
High return of investment (ROI) is increasingly harder to get.
So naturally, brands take a step back.
Adjusting their strategy and budget to come back stronger.
How much does an influencer cost in Indonesia?
The rate depends on how much the influencers set the price, even if they are in the same tier.
However, you can still see the average price.
So that your brand could estimate how much money you should prepare to work with certain Indonesian influencers.
Here is the standard, most-common rate card used by Indonesian influencers for each category on Instagram.
The price includes the scope of content: Instagram feed posts, Stories, Videos/Reels, and Ads (Swipe Up).
| Influencer Tier | Instagram Rate (IDR) | Instagram Rate (USD) |
|---|---|---|
| Mega influencers | Rp 12.000.000 | $735.02 |
| Macro influencers | Rp 6.000.000 | $367.44 |
| Micro influencers | Rp 600.000 | $36.75 |
| Nano influencers | Rp 350.000 | $21.44 |
Since Instagram is considered the most successful platform for content creators, the average rate card is a bit higher than any other platform, including TikTok and YouTube.
Check out this rate card before working with a TikTok influencer.
| Influencer Tier | TikTok Rate (IDR) | TikTok Rate (USD) |
|---|---|---|
| Mega influencers | Rp 5.000.000 | $306.20 |
| Macro influencers | Rp 500.000 – Rp 2.000.000 | $30.62 – $122.48 |
| Micro influencers | Rp 200.000 | $12.25 |
| Nano influencers | Rp 100.000 | $6.12 |
Here’s the rate card for content creators on YouTube.
| Influencer Tier | YouTube Rate (IDR) | YouTube Rate (USD) |
|---|---|---|
| Mega influencers | Rp 6.000.000 | $367.44 |
| Macro influencers | Rp 2.000.000 – Rp 5.000.000 | $122.48 – $306.20 |
| Micro influencers | Rp 500.000 | $30.62 |
| Nano influencers | Rp 300.000 | $18.37 |
Return on investment (ROI) in influencer marketing
ROI measures how much profit you get for every dollar you invest.
Here’s the formula:
ROI = (Net Profit / Cost of Investment) x 100
Note: Net profit means the total revenue generated from the investment minus all the expenses associated with it.
On average, influencer marketing in Indonesia can yield an ROI of up to 11 times.
That means you get $11 back for every $1 you invest.
If you invest $100 and get an 11x return, you’ll make $1,100.
Not bad, right?
Case studies of influencers campaigns
Here are several brands that have successfully launched influencer campaigns in Indonesia.
| Brand | Influencers | Campaign Goal | Key Results |
|---|---|---|---|
| Manyo Factory | Lora, Alecya Veby, and others | Increase engagement on TikTok through a K-pop driven skincare challenge | Successfully engaged K-pop lovers, achieving 7% watch rate on TikTok |
| Burger King | Desya Bill and others | Promote Burger King’s new product: Purple Seoul | Over 328,000 reach on Instagram, with a 2.8% engagement rate |
| Jackson Shoes | Mommy Gita | Introduce Jackson’s lineup of new products | 10.60% engagement rate on IG Stories, which is 60% higher than Instagram’s benchmark |
Legal and regulatory landscape
The Indonesian government doesn’t mess around when it comes to digital content.
Through the Electronic Transactions and Information Law (ITE Law), anyone who publishes a social media post that breaches morality, spreads misleading information, and damages the good reputation of a person or entity will be severely punished.
I’m talking about jail time and hefty fines.
Yes, it’s that serious.
So you better be careful with the type of influencer content you’re making.
I’ve Seen It Work: Influencers drives conversions
The influencer marketing trend in Indonesia has reached maturity.
Brands have faith in influencers to bring more customers and sales to their business.
So, they invest more and seek better ways to achieve the best results.
Indonesian online consumers are also influenced heavily by creators and KOLs.
They love following influencers more than brand accounts.
Brands in Indonesia must be very aware of this.
It’s great to grow your business account, but you also have to start leveraging influencers to market your product.
You need real sales, not just a legit online presence.
One way to achieve that is through an influencer marketing agency’s help.
They have the best squad of influencers and the best campaign strategy for your brand.
It will be a waste if you don’t utilize their established experience.
Sources: 414 Media Pte Ltd, INSG.CO, Statista, Data Reportal, AnyMind, Lemon.
Note: Do you have additional data to add or a solution to help our readers? Just contact me.