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Social media in Indonesia - statistics & facts

Digital population growth driven by increasing internet penetration and affordability of smartphones, among other factors, has fueled higher social media usage in Indonesia. As of January 2021, Indonesia had around 170 million active social media users, ranking third after China and India in the Asia Pacific. For most Indonesians, social media has been a tool to communicate and interact with friends and family. However, a recent trend suggests that an increasing number of brands have been utilizing social media as a complementary component to their marketing operations.

Leading social media platforms in Indonesia

Facebook is the leading social media platform in Indonesia, with a market share of approximately 70 percent as of July 2021. Many Indonesians not only use Facebook as a social networking platform but also as a source of entertainment and the latest news. However, as per current developments, the popularity of Facebook may soon be overtaken by other social media platforms such as YouTube, WhatsApp, and Instagram. As of the third quarter of 2020, these three social networking platforms had a higher penetration rate than that of Facebook. In that period, YouTube had the highest social media penetration rate in Indonesia, of approximately 93.8 percent.

What are the current social media trends in Indonesia?

In recent years, social media has developed into a valuable advertising and marketing tool for Indonesian brands. Social media marketing strategies such as influencer marketing and social commerce are considered key in a country with an average daily time spent on social media reaching three hours and 14 minutes. By being active on social media or by collaborating with an influencer, brands hope to enlarge their customer base and increase brand awareness to attract potential customers. As of a recent finding, 66 percent of Indonesians followed at least one influencer on social media. In addition, 62 percent of social media users stated that they had purchased an item due to influencer endorsement. Some of the reasons for purchasing endorsed products included trust in the influencer and being convinced by their promotions.


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