Vero has teamed up with YouGov to delve into the real impact of influencers in Indonesia and identify eight impact-driven niche influencer categories that are shaping behaviors and impacting purchasing decisions among Indonesian audiences. Through a comprehensive survey of more than 2,000 respondents, we aimed to gain insights into the evolving influencer landscape and offer valuable data-driven guidance for brands seeking to optimize their influencer marketing strategies and unlock maximum potential in engaging their target audiences through influencer collaborations.

TL;DR

Vero and YouGov’s collaborative study found that Indonesian influencers have a significant impact on shaping consumer behaviors and perceptions in the Indonesian market. The findings reflect not just the changing influencer-audience relations but also Indonesia’s marketing and branding landscape.

  • 94% of respondents acknowledge influencers’ impact on their behavior and purchase decisions. 
  • 63% of respondents prioritize learning new things as their primary reason to follow an influencer, 58% seek the latest information from content creators, and 53% consider influencers a source of inspiration. 
  • 63% of respondents actively seek out content that offers expert advice and tips, 47% desire educational resources, and 41% are captivated by influencers’ personal stories and journeys. 
  • 8 niche influencer categories have also been identified in the study: Culture and Etiquette Mentors, Positivity Powerhouses, Local Business Supporters, Animal Advocates, Social Watchdogs, Parenting Advisors, Sustainable Stylists, and Wellness Enthusiasts.

Why influencers matter

Influencers are now regarded as one of the biggest products of the digital age — so much so that they have spawned a whole new sector we call the “creator economy.” Numbers point towards massive potential growth in this sector: Goldman Sachs predicts that the total addressable market of the creator economy will roughly double in size over the next three years to Rp 7.58 quadrillion (US$480 billion) by 2027 from just Rp 3.95 quadrillion (US$250 billion) in 2023.

Narrowing our focus to Indonesia, there are approximately 45,000 Instagram influencers in the country with follower counts ranging from 10,000 to 50,000 and approximately 160 accounts boasting more than 10 million followers across multiple social networks, according to Statista.

Their substantial presence profoundly impacts internet-obsessed audiences, shaping their purchasing decisions, influencing brand perceptions, and nudging engagement and sales. It comes as no surprise then that ad spending directed towards influencer partnerships has steadily increased over the past decade and is estimated to reach a new peak in 2028 at Rp 5.5 trillion (US$349.83 million).

Influencers are leading the way in a transformative era that is already redefining Indonesia’s marketing and branding landscape.

Indonesia influencer Impact

Survey findings

Vero collaborated with YouGov to delve into the true impact of Indonesian influencers, conducting an extensive survey of over 2,000 respondents spanning various demographics. The survey results provide a comprehensive representation of the significant role influencers play in shaping consumer behaviors and perceptions in the Indonesian market.

The 8 Influencer Niches: Guiding, Advocating, and Inspiring

Vero and YouGov identified eight impact-driven niche categories led by influencers and content creators that are shaping behaviors and impacting purchasing decisions among Indonesian audiences.

Culture and Etiquette Mentors are individuals who guide others in understanding and practicing customs and social behaviors considered acceptable and respectful within various cultural and social settings.

Positivity Powerhouses are champions of self-love and confidence, encouraging individuals to embrace their unique qualities and to foster a positive self-image.

Local Business Supporters are advocates for the economic and community benefits of patronizing local enterprises and fostering a sense of community.

Animal Advocates are those who dedicate their content in promoting animal rights and welfare. They are often involved in advocating for veganism and compassionate lifestyle choices.

Social Watchdogs are valued for their integrity and commitment to truthful expression, providing sincere reviews and opinions about brands and social trends.

Parenting Advisors offer guidance and support to parents navigating the challenges of raising children in the modern context and fostering healthy and supportive community for parents and families.

Sustainable Stylists inspire people to make fashionable but eco-conscious lifestyle choices, such as choosing sustainable brands, thrifting second-hand items, and adopting a minimalist wardrobe.

Wellness Enthusiasts are passionate about promoting holistic health and well-being, encouraging practices that support physical fitness, mental clarity, and emotional stability.

Influencers in IndonesiaInterestingly, learning new things is the most common reason people follow influencers, not entertainment. The survey found more than half of the respondents looking into influencers as sources of learning and information rather than for fun and entertainment. These findings hold true across demographics, indicating broadly similar views throughout Indonesian society on what makes influencers valuable. These diverse motivations behind influencer engagement emphasize the importance of providing informative, inspirational, and community-building content.

 

Influencers in IndonesiaContent that delivers expert advice and opinions across various categories is highly sought after by Indonesian audiences. Following closely behind are educational content and personal stories, highlighting the significance of authenticity and relatability in engaging audiences. Interestingly, while news updates and entertainment are also valued, they rank slightly lower, suggesting that audiences prioritize substance over sheer entertainment value.

Indonesia influencer marketingEvidently, content creators wield major influence over consumer purchasing decisions, with most age groups turning to them for recommendations and advice when considering purchases. The impact of influencers in purchasing behaviors is largest among female Millennial and Gen X respondents in upper- and middle-income categories, but the difference is minor.

94% of Indonesian audiences recognize the profound impact of influencers on their purchasing decisions.

This presents a compelling opportunity for brands to leverage influencer partnerships to effectively engage target consumers and drive sales.

The power of authenticity in building trust

“This collaborative research further reinforces what is already happening in the current digital marketing landscape – influencers hold immense power in shaping behaviors in Indonesia. Seeing how 94% of the surveyed respondents state that influencers impact their purchasing decisions proves influencers’ sway on how consumers engage with brands. This presents opportunities for brands to tell their stories and foster real connection through influencer partnerships.” 

– Manish Singhal, Senior Research Director at YouGov 

“Consumers are increasingly placing their trust in influencers – relying on what they say, endorse, and advocate for, as well as the calls to action they promote. This is particularly pronounced among Gen Zs, the largest generation group in Indonesia, who find influencers’ authenticity and relatability resonant with their real-life situations and aspirations. It’s important for influencers to continue nurturing this trust by maintaining genuine connections with their audience and consistently delivering content that aligns with their values and interests.” 

 – Claudia Pusung, KOLs and Influencer Relations Manager at Vero 

“Given the profound impact of Indonesian influencers, they should not be considered a marketing tool, but a partner in forging connections between brands and the diverse communities influencers represent. Their ability to authentically engage audiences and shape cultural conversations positions them as invaluable allies in navigating the ever-evolving landscape of consumer engagement and brand advocacy.” 

– Trisa Lastri, IMC Manager at Vero 

“Gone are the days when audiences were solely captivated by entertainment; now, they actively seek value from the content they watch and listen to, particularly from content creators who provide valuable insights and expertise. Our studies show that 63% of the audience follows influencers to learn new things and consume content that offers expert advice and tips. This transition highlights the significance for influencers to concentrate on delivering meaningful and informative content that addresses the audience’s thirst for information and practical advice.” 

 – Edward Hutasoit, General Manager at YouGov 

“Influencers are key players, merging brand messages with what people genuinely care about. Their trust-building and authentic approach not only boost brand visibility but also drive significant business results. From growing market share to fostering loyalty, Indonesian influencers directly contribute to achieving business goals and ensuring success in Indonesia’s ever-changing landscape.”  

– Christien M Rajagukguk, Communications Executive at Vero

Amplifying brand messaging through influencer marketing

The undeniable impact of influencers in Indonesia presents an opportunity for brands and businesses to reorient their marketing strategies to centralize on digital content creators.

Indonesia influencers

Step up your brand’s influencer marketing strategy with Vero’s team in Indonesia. Send us an email or brief at jakarta@vero-asean.com.


RESEARCH & INSIGHTS

Vero

  • Lye Alangdeo – Operations Director, Indonesia
  • Claudia Pusung – KOLs and Influencer Relations Manager, Indonesia
  • Trisa Lastri – IMC Manager, Indonesia
  • Rachel Win – Account Director, Indonesia
  • Christien M Rajagukguk – Senior Communications Executive, Indonesia

YouGov

  • Edward Hutasoit – General Manager
  • Kevin Rustika – Senior Marketing Executive
  • War War Ye Myint – Head of Field Marketing – APAC
  • Ali Aria – Client Service Director
  • Manish Singhal – Senior Research Director