The state of influencer marketing in IndonesiaAs one of Southeast Asia’s largest economies, and with the total population in Indonesia surpassing 270 million, it is a promising market for influencer marketing. Moreover, the number of social network users in Indonesia, projected to reach more than 260 million by 2026, 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. Food and drink brands in Indonesia were the brands that leveraged influencer marketing the most. These brands have seen the positive impact of this type of marketing across all social media platforms. A recent survey in Indonesia found that audience reactions to influencer marketing content were relatively favorable. Searching for more information on the products being endorsed by an influencer and visiting the brand’s website or app were among Indonesian consumers' most common reactions.
Influencer marketing metricsIndonesian influencers rely on several factors as a benchmark for their pricing strategies. These include the quality of their content and their number of followers. As of September 2022, there were 159 creator accounts with more than 10 million followers across Instagram, TikTok, and YouTube in Indonesia. Additional measures to gauge the quality of an influencer include the number of comments and likes they received for their posts.
Indonesian brands, however, have their own metrics to consider regarding which influencers to work with. Some of the metrics include influencer awareness level, influencer follow ratio, influencer credibility ratio, and influencer engagement across different social media platforms. These metrics help brands to see which influencer is most trusted by the audience. As of a recent survey, performance-driven campaigns were more common than awareness-driven campaigns accounting for 57 percent of the total marketing campaigns in Indonesia. While Facebook, Instagram, and YouTube were cited as the platforms preferred by Indonesian influencers, Instagram was the most used social media platform for influencer marketing campaigns.