Totem2025印度尼西亚网红营销研究报告英文版

INDONESIA

INFLUENCERMARKETINGMINI-REPORT

INDONESIA

INFLUENCERS&SOCIALCOMMERCE

Indonesiaisarapidlygrowingdigital

marketwith213millioninternetusersand167milliononsocialmedia.

Mobileusagedominates(98.3%),thoughonlinetimeisdeclining.

TikTok,Shopee,andInstagramarecentraltotheinfluencerlandscape,withstrongadoptionoflivestreamandaffiliate

commerce.Consumersfavorrelatablemicro-influencersandseekproduct

demonstrationsandcommunity-drivencontent.

Influencer-drivensocialcommerceis

accelerating,particularlyintier3cities.

Whiledigitalisexpanding,traditional

word-of-mouthstillholdspower.Brandsmustnavigatepricesensitivity,local

languagenuances,andruraldigitaldividestosucceed.

JAKARTA

2IN

#16RANKED

GLOBALECONOMY

JAPAN

CHINA

SOUTH

KOREA

INDIA

THAILAND

TAIWAN

HONGKONG

PHILIPPINESVIETNAM

MALAYSIA

SINGAPORE

INDONESIA

ENTHUSIASM

ENTHUSIASM

LOWWebsitesMarketplacesSocialChannelsMessengerSocialP2PSellingLiveCommerceHIGH

MorePragmatic,SOCIALCOMMERCEMoreFun,

MoreStaticCHANNELS/ACTIVITIESMoreStatusSeeking

SOCIALCOMMERCE(INFLUENCER)ENTHUSIASM

EnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.Wefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannels,whileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovel,innovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumer

habits,routinesandculture,(2)sophisticationofmarketingtactics,and(3)thechannelsavailablepermarket.

TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”),enthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India),socialandinfluencerenthusiasmisnotablylower.

AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashion

CATEGORIES

#2

JAPANS.KOREAINDIATHAILANDPHILIPPINESINDONESIACHINA

TikTok’srevolutionaryapproachtobundlinginfluencers,livecommerce,

contentandshopsispushingsocialcommerceforward-mostnotablyin

marketswhereitisfullyfunctional.

INDONESIA

rankssecondinoursocialcommerceenthusiasmindexforAsia.

MARKETS

TikTokShop

pausedin2023

Re-enteredthru

Tokopedia

Douyin(2016)

isthetemplate

forgrowth.

TikTokShoptolaunchin2025

TikTokShoptolaunchin2025

TikTokbannedin2020

TikTokShopsince2022

TikTokShopsince2022

AVE.

INDONESIA

Indonesiashowshighenthusiasmforsocialcommerce,supportedbyayoung,mobile-firstpopulation.Onlinemarketplacesand

specialtyappsarewidelyusedforpurchases.Peopleshoponlineforconvenience,excitement,andafunexperience.Influencersandcelebritiesplayaprominentroleindrivingpurchases,alongside

strongpeerinfluencefromfriendsandsocialmediausers.The

marketoverindexesinsocialcommerce,livestreamparticipation

andaffiliatecodeusagecomparedtotheAsiaaverage,reflectingawell-developedappetitefordeal-drivenshoppingexperiences.

IndonesiaisoneofTikTok’searliestgrowthmarketsforcommerce.Whileits‘Shop’

featurewasblockedin2023,itre-enteredthemarketin2025viaitsacquisitionof

Tokopedia.Overall,TikTok’spresenceinthemarkethascontributedtohighlevelsof

enthusiasmforsocialcommerce.

KEYDIGITALCHANNELS

(Influencer&SocialCommerceFocused)

EXPERIENCEWITHONLINESHOPPING

Brand’swebsiteSpecialitySites/AppsSocialMediachannels Messagingapps OnlineMarketplaceSoldbyInfluencers

UseAffiliate(discount)codeLive-streamSelling

Indonesia

SellingasaffiliatemyselfAsia

IndonesiaAsia

HOWTHEYFEELABOUTONLINESHOPPING

FunExperience KillTime ExcitementConvenience

DealsMoreproducts

Moreinfomation

TOPINFLUENCEFORPURCHASEDECISIONS

FriendsFamilymembers

lnfluencer/CelebritiesOtherusersonSocialmedia

News/Media ClosedSocialGroupslndustryAnalysts&Experts

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,Indonesia:n=523)

SOCIALCOMMERCEENTHUSIASM

Index

33

28

INDONESIA

HIGH

LOW

Average

lNFLUENCERPROFlLE&lMPACT-lNDONESlA

HIGHLYRECEPTIVETOCELEBRITIES

ANDINFLUENCERS,ANDSTEADY

POSITIVESENTIMENTACROSSALL

INFLUENCERTIERS.CELEBRITIES

HOLDSIGNIFICANTWEIGHTON

INFLUENCINGPURCHASEDECISIONS.LEADSASIAIN“HIGH”IMPACTAT

ALLPURCHASESTAGES.

INFLUENCERS’IMPACTONPURCHASEJOURNEY

Ratedasahigh-impactactivity

IndonesiaAsia

Consideration

Purchase

Discovery

INFLUENCERS’IMPACTONPURCHASEDECISION

“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”

CONSUMERS

Celebrities

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Nanolnfluencers

%ofnegative%ofneutral%ofpositive

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,Indonesia:n=523)

REASONSTOBUYFROMlNFLUENCERS-lNDONESlA

REASONSTOBUYFROMINFLUENCERS

“PleaseselecttheTop3reasonswhyyouwouldBUYorNOTBUYsomethingfromaninfluencer/affiliate?”

PRODUCTDEMONSTRATIONSANDDEALSAREPRIMARYDRIVERS,

QUALITYTRUSTANDTOOMANYSTEPSHINDERBUYING.

Indonesiarankinghighestindeal-seekingamongallmarkets,andthatistheprimaryfactorthathindersthepurchasedecisionwithinfluencers.

Makesmefeelclosertotheinfluencerthemselves

TrustthemtopresentqualityproductsGottoseetheproductdemonstration(and/orseeitmodeled)

MakesmefeelmoreapartofacommunityGivesmeagoodstoryforfriends

Givesmeícred’

HelpsmefiltertheproductsthatareclosertomyinterestTrusttheyareo仟eringagooddeal

REASONSNOTTOBUYFROMINFLUENCERS

No“native”paymentsystem

IndonesiaAsia

CONSUMERS

Toomanystepstocompletepurchase

Don’ttrustthequalityofproductstheyo仟er WouldwanttosearcharoundtogetthebestpossibledealsConcernedaboutthesafetyorprivacyofmyinformationprovided

Noloyaltyprogram(points/membership)

RakutenInsightGlobalxTotemSurvey,Jun’25(Asia:n=3,813,Indonesia:n=523)

Source:TotemMedia“Brand”SurveyonInfluencersn=54

THEBRAND-SIDEVIEW

From

BRAND&MARKETING

MANAGERS

9

TikTokranks#1forinfluenceractivities,coveringboth

socialandcommerceaspects.ThenInstagramand

Facebookforaddedreachonsocial.Shopeeand

Tokopediaareusedmoreselectivelywithaconversion

focus.

Brandsfavormid-sized/microcreatorsonthesocialplatforms;

celebrityuseappearslimited.

TikTokcarriesbothdiscoveryand“shop-tainment”

conversion,Instagramsupportsconsiderationwith

someconversion.Facebookflexesfromawareness

tomid-funnel,withpost-purchasefurtherfaciliating

awareness&consideration.Marketplaceslike

ShopeeandTokopediaarefocusedonsales.

WHATSIZEOFINFLUENCERDOYOUUSEPERCHANNEL?

Micro-Influencers(KOC)Mid-SizedKOLsLargeKOLsCelebrities

TikTok9

Instagram5

Facebook4

Shopee3

Tokopedia1

Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,perchannel.Respondentsonlygaverankingsonchannelstheyuseinfluencerswith/for.

TOPRANKEDGOALFORINFLUENCERS,BYCHANNEL

Awareness(Discovery)Consideration(Image)Conversion(Sales)Post-Purchase

TikTok9

Instagram5

Facebook4

Shopee3

Tokopedia1

REGIONALANALYSIS-INDONESIA

“PleaseselecttheTop3channelswhereyouconsumeinfluencercontentforeachcategory.”

CONSUMERS

TOPPLATFORMSFORINFLUENCERCONTENTFacebookYouTubeTikTokInstagramXPinterestWhatsApp

InfluencercontentconsumptionisledbyTikTok,dominatingcategorieslikeBeauty,Fashion,andFood&Beverage.YouTuberankssecond,especiallystronginMovies&OtherOnlineContent,Electronics&Appliances,andTravel.Instagramfollows,

withhighengagementinBeauty,Fashion,andTravel.Facebookhasmoderateuse,mainlyinElectronics&AppliancesandCars,whileX,Pinterest,andWhatsAppremainniche(under15%).Overall,TikTok,YouTube,andInstagramdominate,withTikTokexcellinginlifestylecategoriesandYouTubeleadinginlong-formandtech-relatedcontent

ECOMSPEND (USD)

2023-24CHANGE

$7.72B

+40.6%

Fashion

$4.17B

+167.3%

Beauty

$9.55B

-10.8%

Eletronics&Appliances

$12.9B

+73.9%

Food&Beverage

$0.73B

+5%

SportsGear

$1.23B

+9.8%

VideoGames

$1.41B

+11.9%

OnlineContent

$12.3B

+13.6%

Travel

Cars(Auto)

RakutenInsightGlobalxTotemSurvey,Jun’25(Indonesia:n=523)EcommerceSpend:WeAreSocial/Meltwater

LIVESTREAMING

TOPLIVESALESCHANNELS

INDONESIA

85%

OFCONSUMERSIN

INDONESIAHAVE

WATCHEDAND/OR

BOUGHTFROMA

BRANDLIVESTREAM.

COMPAREDTOTHE

ASIAAVERAGEOF

84%

MOSTVIEWEDLIVESSALESCHANNELS

“Wherehaveyouwatchedlivesaleinthelast12months?”

ShopeeLive

TokopediaPlay

LazadaLive

BukaLive

TikTokShop

EXPERIENCEWITHLIVESTREAMCOMMERCE

“Haveyouwatchedlivestreamsinthepast12months?”

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Brands

Celebrities

NotWatchedorBoughtWatched,notboughtWatched&Bought

RakutenInsightGlobalxTotemSurvey,Jun’25(Indonesia:n=523)

SURVEY&RESEARCH

ABOUTTHE

RESEARCH&REPORTS

ASIAINFLUENCERSURVEYS

METHODOLOGY

WithanticipatedincreasesinsocialcommerceandinfluencermarketingacrossAsiafor

2025/26,Totemsoughttobetterunderstandcurrentperceptionsandusageacrosskey

marketsintheregion(andinIndonesia).ThehighlightofthisreportisthecomprehensivereviewofconsumersacrossAsia(n=3,813)-surveyresultsprovidedbyRakutenInsight

Global.

BRANDSURVEYCONSUMERSURVEY

(INDONESIA)N=9(INDONESIA)N=523

ThebrandsurveywasconductedinJuly2025byTotem:

TotalSampleSize(n=):54

Theprofileofbrand-siderespondentisthatofasenior(MarketingDirector,CMO),covering

multipleregions/countriesacrosstheregion.

Therespondentscoveredarangeofindustries

including;fashion,beauty,gaming,travel,autoandelectronics.

3,3

TheconsumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:

TotalSampleSize(n=):3,813

SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,India

GenderAim50:50:1,848female,1,965male

GenZ(16-28yrs)=25%

Millennials(29-44yrs)=25%GenX(45-60yrs)=25%

Boomers(61-79yrs)=25%

SurveyDataBy:

INFLUENCERREPORTS

AsapartofourresearchonInfluencersinAsia,Totemhascreatedaseriesofreports,goingintogreaterdetailforspecificmarkets,countriesandindustries.

Getthemainreportoninfluencers

inAsia,coveringregionaldata,

insightsandtrendsforChina,Japan,

SouthKorea,Philippines,Thailand,

IndonesiaandIndia.

Haveaspecificquestionrelatedtoanindustry,marketoraudiencesegment,reachouttoourteam.

Email:

info@

INDUSTRYREPORTONINFLUENCERSINFASHION

COUNTRYREPORTONINFLUENCERSININDIA

INDUSTRYREPORTONINFLUENCERSINFASHION

TOTEM

TOTEM

CONTACTUS

Email:

info@

TOTEM

COMPREHENSIVEPLANNINGANDGROWTHFRAMEWORKSFORBRAND

SUCCESSINCHINA.

EVALUATINGTHERISEOFSOCIALCOMMERCEINNORTHAMERICA-

WITHFOCUSONGENZ,TIKTOKANDOTHERAGENTSOFCHANGE.

INSIGHTS,ANALYSISANDGROWTHFRAMEWORKSFORDIRECT-TO-

CONSUMERBRANDS-WITHGLOBALANDU.S.FOCUS.

RANKINGOFCHINA’STOPCONSUMER,RETAILBRANDSGROWINGONTO

THEWORLDSTAGE.INSIGHTSONIF/HOWTHEYARESUCCEEDING.

MARKETINGINSIGHTS

TotemhasamissiontosupportandprovidetheinsightsthatC-Levelmarketersneedinplanningthegrowthoftheirbrands,inChina,AsiaandGlobally.

Assuch,Totemhascreatedawidesetofreportsaboutthekeyissuesbeingencounteredattheleadingedgesofmarketing.The70+reportscreatedbyTotemhavebeenviewedoveramilliontimesbyglobalmarketingleaders.

Totemreportscovertopicsonthefrontlinesofdigitalinnovation,o仟eringin-depthinsightintothefutureofmarketing,including;ChinaandAsiatrends,globalDTCstrategies,socialcommerce,influencermarketing,newmarketanalysesandAIforbrands.

/asia-insights

CHRISBAKER

BUSINESSSTRATEGY-ASIA

DAVEWONG

BRANDCREATIVE-ASIA

KARENLEE

BRANDPLANNING-CHINA

GARFIELDWANG

CREATIVESTRATEGY-ASIA

SUMMERFENG

INSIGHTS&PLANNING-ASIA

JONATHANLIU

AI&AUTOMATION-ASIA

LESTERNG

BRANDSTRATEGY-ASIA

MOONYWU

INSIGHTS&PLANNING-CHINA

RONWARDLE

COMMERCESTRATEGY-ASIA

PAIGENI

CREATIVE(ART/DESIGN)

OURWORKATTOTEM

TotemworkswitharangeofbrandsinAsia,ChinaandGlobally.

Projectsforourclientsaddresscriticalmarketingandgrowthissuesincluding;

-Brandstrategy,positioning,categorydesign

-Influencerplanningandbooking,

co-creationofbrandedcontent,events

-Marketandcompetitiveintelligence,datainsights&analytics

-Audienceresearch,targeting,andgrowthplanning

-Socialanddigitalchannelmanagement,contentandcampaigns

-Channelstrategies,audits,digitalcapabilities/innovation

Totem’sclientsrangeacrossindustries,including;retail,fashion,beauty,travel,entertainmentandfinance.

Email:

info@

ABOUTRAKUTENINSIGHTGLOBAL

Forover25years,RakutenInsightGlobalhasbeenattheforefrontof

consumermarketresearchdatacollection.Bycombiningourfirst-partydatawiththehighestlevelsofqualityassuranceprocesses,RakutenInsightGlobalhasremainedourclients’trustedresearchpartnerforAsia,US&Beyond.

Ourproprietary,doubleopt-inonlinepanelshavebeendeveloped

throughout12majorAsianmarkets&theUS.Allofthepanelsaremanagedbydedicatedlocalsupportteamsandmeetthehighestindustrystandards.TheRakutenInsightGlobalteamoffers24-hourcoveragefrom11worldwidelocations,providingexception