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 February 2022, Indonesia had around 167 million
, ranking third in Asia Pacific, after China and India, and the largest in Southeast Asia. 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 53 percent in 2023. A latest data on social media apps on Android revealed that as of January 2023
Android users in Indonesia spent an average of 14 hours and 36 minutes per month on Facebook. Many Indonesians not only use Facebook as a social networking platform but also as a source of entertainment and breaking news. However, as per current developments, the popularity of Facebook may soon be overtaken by other social media platforms such as Whatsapp and Instagram. As of the third quarter of 2022, both social networking platforms had a higher penetration rate than that of Facebook. In that period, WhatsApp had the highest
social media penetration rate in Indonesia, at approximately 91 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 where the
average daily time spent on social media reaches 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. Based on recent findings, 76 percent of
Indonesians followed at least one influencer on social media. In addition, around 68 percent of social media users in the country stated that
they had purchased an item or product because it was endorsed by an influencer. In 2023,
influencer advertising spending in Indonesia amounted to approximately 195 million U.S. dollars. This value is expected to continue to rise and reach nearly 350 million U.S. dollars by 2028.
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