Influencer Marketing in Indonesia

The Social Media & Influencer Marketing Landscape in Indonesia

Key Metrics About Indonesia



That's the total number of active social media user in Indonesia


That's the number of hours Indonesian people spend on social media every day



of internet user in Indonesia use social media as their main source when researching brands



of internet user in Indonesia used some form of ad-blocking tool in the past month

Most Used Social Networks in Indonesia

According to We Are Social and Hootsuite’s Digital 2021 reports, the number of social media users in Indonesia increased by 10 million (+6.3%) between 2020 and 2021 to reach 170mo.

Instagram is now more popular than Facebook (86.6% vs 85.5%) and TikTok is growing extremely fast, driven by a strong community of content creators.

most used social networks Indonesia


There were 104 175 200 Instagram users in Indonesia in January 2022, which accounted for 37.6% of its entire population. 68.3% of them are aged between 18 and 35yo.



TikTok's support has grown dramatically in most Asian countries, but it is particularly beloved in Indonesia, with 87.5 million users.



In Indonesia, entertainment-related categories see the most significant number of searches with terms such as ‘Movie’ and ‘Lagu’ (which means ‘song’ in Bahasa) taking the top two most searched terms on this channel.



There were 196 700 000 Facebook users in Indonesia in January 2022, which accounted for 71% of its entire population. 52.7% of them are male, and 63% of them are aged between 15 and 34yo.