With the rise of social media platforms such as YouTube, TikTok, Instagram and Facebook, content creating influencers remain key players in shaping trends, especially in Southeast Asia. According to the Indonesia Trends & Benchmarks of Influencer Marketing in 2024 report, in Indonesia, the influencer market is growing rapidly and 75% are nano-influencers with highly engaged audiences, offering brands a cost-effective way to reach their target demographics. It’s clear that brands partnering with these influencers can navigate Indonesia’s vibrant market and achieve meaningful results.
Let’s dive deeper into what influencer marketing means in Indonesia and look at some successful stories of influencer marketing and how several brands achieved remarkable results in the region.
Exploring Southeast Asia’s dynamic landscape
56% of Southeast Asians follow media influencers in recent years. In fact, according to Statista Market insights, ad spending in the influencer advertising market in Southeast Asia is set to reach US$693.70m with a projected growth rate of 10.83% annually from 2024 to 2029.
In this dynamic digital landscape, where influencers wield significant sway over consumer behaviour, brands are increasingly leveraging the power of influencer marketing to tap into the region’s diverse and rapidly expanding consumer base. Are you one of the 72% tuning into influencers on YouTube, or perhaps part of the 60% scrolling through Instagram or Facebook? Chances are, you’re drawn to specific categories such as lifestyle (54%), entertainment (52%), comedy (52%), food (48%), fashion (41%), or travel (40%). These insights, revealed by Milieu in their exploration of influencer marketing in Southeast Asia, provide a snapshot of our social media habits.
With the rise of social media platforms as primary channels for content consumption, influencers have become key players in shaping trends and preferences across various sectors and one of the most potent strategies is for brands to forge connections with their target audiences in the Southeast Asian region. With the influencer advertising market poised for exponential growth, it offers lucrative opportunities for brands to authentically engage with their demographics. Understanding the nuances of influencer marketing in this dynamic region is crucial for brands aiming to establish a strong presence and cultivate lasting connections with consumers. Beyond mere visibility, brands are now leveraging influencers to drive conversions and boost sales, further solidifying the effectiveness of this marketing approach.
Here are some ways influencer marketing has brought brands and their audience together, driving engagement and success in the region.
CASETiFY Singapore
Hosting an exclusive event at The Museum of Ice Cream in Singapore through the MOIC x CASETiFY, CASETiFY brought a vibrant experience to life with its captivating campaign. Collaborating with over 15 influencers, the brand immersed them in the latest designs and experiences, showcasing its products and boosting the overall campaign. In just one week, the campaign garnered almost one million in total reach across multiple posts on Instagram and TikTok platforms. The campaign’s success can be attributed to smart influencer selection. They focused on micro-influencers (with 10K to 100K followers) with a few mid-tier ones (with 100K to 500K followers). Even though micro-influencers have fewer followers, they engage more authentically with their audience. Plus, their followers share similar interests, especially in tech and creativity. This targeted approach ensured the brand’s message hit home, leading to higher engagement and overall campaign success.
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Dove, Philippines
Through the My Hair, My Say campaign in the Philippines, Dove aimed to empower women to embrace their unique hairstyles and made waves with over 20 million views on YouTube. The initiative featured a remixed music video showcasing everyday women and Filipina artists, inviting diverse voices to celebrate individuality and express themselves through various hairstyles. This inclusive approach resonated deeply with Filipina women from all walks of life and further reinforced Dove’s longstanding commitment to challenging narrow beauty standards for over 20 years. By encouraging women and girls to see their beauty, which included their relationship with their hair, as a source of happiness, Dove effectively championed the values of inclusivity and self-confidence.
Indonesia’s influencer marketing playground
So, we know brands are teaming up with influencers on social media platforms to get their products and services in front of consumers across the region, but let’s take a closer look at the influencer marketing scene in Indonesia.
Whether you’re a brand seeking to amplify your products and services or an agency seeking strategic insights, Indonesia’s influencer landscape offers a captivating view into the realm of digital influence. This phenomenon permeates our daily lives, evident in numerous successful influencer campaigns. From product promotions to championing social causes, influencers wield significant influence in shaping consumer behavior and perceptions. According to the State of Influencer Marketing 2024 report, Indonesia is sitting pretty at fourth place globally, with about 4.37% of influencer content sponsored or likely to be sponsored. And when it comes to Instagram, Indonesia’s influencer accounts are ranked sixth globally, making up about 3.3% of the pie. In Indonesia, influencers come in all shapes and sizes, but about 75% of them are what we call nano-influencers (that’s 1K to 10K followers). Despite their smaller following, brands are all over them because of their highly engaged audiences, as mentioned earlier.
Sure, mega-influencers might reach more people, but brands love working with nano and macro-influencers because they’re relatively affordable and their audiences are genuinely interested. Particularly in Indonesia, where many influencers fall into these tiers, partnering with them allows brands to reach their target audience effectively in a vibrant influencer marketing landscape. So, if your brand is on the rise, teaming up with these tiers of influencers could be a smart move to stretch your marketing budget.
Here are just a few examples of influencer marketing in Indonesia:
Tokopedia
Leveraging the #MulaiAjaDulu campaign hashtag, Tokopedia engaged influencers across different tiers on platforms like Instagram and YouTube and reached out to 6.4 million sellers, including those starting their online businesses and new Indonesian MSME activists, who contribute over 60% to the country’s economy. A standout collaborator, Arief Muhammad, showcased his gadget collection and promoted Tokopedia’s discounts and cashback offers, driving substantial engagement and inspiring audiences across Indonesia. Widely featured across various media, including print, digital, and popular social platforms, the campaign not only promoted the brand but also sparked positive change, encouraging individuals to pursue their goals with confidence and positioning Tokopedia as a top supporter of local products.
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Dettol
Teaming up with influencers, Dettol aimed to promote a healthy Indonesia and support the fight against COVID-19 through the #KeluargaSehatIndonesiaKuat campaign, which garnered over a million views on TikTok. This initiative, other than collaborating with Indonesia’s Ministry of Health, also brought in big names such as Reisa Broto Asmoro and Dian Sastrowardoyo as Dettol Health Ambassadors and incorporated choreographed dances to the campaign song while demonstrating proper hand-washing techniques. The campaign’s success came from its strategic collaboration with influencers and its timely support of public health initiatives, aligning with the government’s efforts to combat the pandemic and promote healthy habits among Indonesian families. Dettol, alongside the parent company Reckitt’s Global Team, aimed to reach 65 million people in Indonesia through various partnerships and diverse multimedia touchpoints, including direct education to over 1.2 million school children. They also invited Indonesian families to join as part of the Dettol Health Ambassadors through an online pledge on the official Dettol website.
@reisabrotoasmoro #KeluargaSehatIndonesiaKuat ♬ Keluarga Sehat Indonesia Kuat – Dettol
Indonesia market challenges: tried-and-tested strategies
With Indonesia’s vast market landscape, brands may face the challenge of breaking through and capturing the attention of the local audiences. So, how can brands strategically position themselves for success to implement strategies amidst the complexities of influencer marketing in Indonesia and achieve meaningful results? Here’s what to consider:
- Define goals and audience: Start by clearly defining campaign goals (e.g., increasing brand awareness, driving sales) and understanding your target audience. You can conduct meticulous research to ensure your content is relatable to the unique preferences and behaviours in different local markets in Indonesia.
- Determine campaign logistics: Establish practical aspects such as budget, scope, and timeline, considering the diverse needs of different regions and cities, for smooth implementation and efficient resource management.
- Choose influencers and platforms: Select influencers aligned with your brand values and target demographics. Choose platforms where your local audience is engaged – platforms like Instagram and TikTok, which are popular among Indonesian users, will be essential in maximising engagement.
- Bridge language and cultural gaps: Indonesia has over 30 provinces, each with its own unique dialects, languages, habits, and cultures. To effectively bridge these language and cultural gaps, you need to consider language and cultural relevance. You can do so by engaging influencers who connect with regional audiences through open discussions to ensure better resonance with who you’re aiming to connect with.
- Stay updated with regulations: Understand and comply with local regulations and platform algorithms to ensure compliance. This includes respecting local content laws, advertising standards, and most importantly, cultural sensitivities. What might be acceptable in one region, does not necessarily mean it is acceptable in another. Collaborate with influencers who are well-versed in these regulations to ensure impactful outcomes within legal frameworks and work ethics.
- Build strong relationships: Invest in nurturing relationships with influencers through open communication and collaboration, leveraging their insights to maximise campaign within regional or local context to maximise campaign impact.
- Beware of fake followers: Something that is often overlooked in Indonesia – brands need to avoid influencers with paid or unengaged followers as this can undermine campaign effectiveness. You can use influencer analytics tools such as Hypeauditor or Socialblade, or collaborate with a local market agency to help authenticate audiences and ensure genuine engagement.
- Monitor and evaluate: Continuously track a campaign’s progress using metrics tailored to the Indonesian market. Evaluate engagement levels and impact on key objectives, adjusting for optimisation.
Key Takeaways
In Southeast Asia, especially in Indonesia, influencer marketing isn’t merely a passing trend; it’s a crucial strategy for brands to establish genuine connections with their target audiences. By partnering with social media personalities, brands can effectively resonate with local audiences in their respective niches.
Across platforms such as Instagram, TikTok, Facebook, and YouTube, there are numerous opportunities to engage diverse target audiences in Indonesia. However, to succeed, brands must be creative and willing to tackle local challenges head-on. Prioritising authenticity, setting clear goals, and selecting influencers who align with their brand values and collaborate effectively are essential.
Ultimately, influencer marketing goes beyond numbers – it’s about fostering meaningful connections through authentic content from local creators that leave a lasting impact on their audiences.
