Influencer marketing
in Indonesia
MARKET OVERVIEW 2021
About this report
Indonesia is a rather unique market for influencer marketing - from most-favoured social media
platforms for influencers, to the way these social media platforms are used. One thing is for certain
though, influencer marketing continues to be on a positive trajectory in Indonesia, for both marketers
and influencers.
In this report, we look at the hottest influencer verticals in Indonesia, the most-favoured platforms by
influencers, influencer category breakdown, and median engagement rates by platforms. Additionally,
we compare the top three hottest influencer verticals in Indonesia in terms of platforms, influencer
categories and median engagement rates.
Our objective is to help marketers make increasingly informed decisions on influencer marketing, and
drive education around influencer marketing across the region, ultimately furthering the industry for
more impactful and efficient influencer marketing activities.
Data in this report was obtained and analyzed from the AnyTag* platform, and all figures shown are
accurate as of publication.
About AnyMind Group
AnyMind Group is an end-to-end commerce enablement platform for marketers, influencers,
publishers and businesses.
Founded in 2016, AnyMind Group has expanded rapidly across Asia. The company builds platforms
that form key business infrastructure for the digital economy, including software for business
analytics, cloud manufacturing, e-commerce enablement, marketing and logistics.
The company powers some of the most exciting corporations and next-generation companies, the
most dynamic influencers and creators, and the most forward-thinking online publishers and app
developers across the region.
Find out more at https://anymindgroup.com/
*AnyTag was previously known as CastingAsia
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Definitions
Throughout this report, various influencer verticals are mentioned. Influencers are placed in a vertical
based on the type of content that they primarily create.
These influencers might have just a single registered social media platform on AnyTag, or hold
accounts on multiple social media platforms.
For the purposes of clarity, influencers are placed into five categories: top stars, macro-influencers,
micro-influencers, nano-influencers and end-users.
Data was obtained from influencers in Japan through the AnyTag platform, and encompasses
influencers across all ages, all major social media platforms (YouTube, Facebook, Instagram and
Twitter), and all influencer ranges mentioned above.
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Influencer verticals in Indonesia
Most popular verticals for
influencers in Indonesia
*Verticals are determined based on the primary content an influencer creates on any platform.
Based on data from the AnyTag platform, fashion & beauty, entertainment, and food & drink, were
the most popular influencer verticals in Indonesia. Apart from the forementioned relatively broader
categories, in the games & gadgets, travel and family verticals can potentially provide marketers with
a unique way to reach a heavily engaged audience.
It’s important to note that brands are not limited to a specific vertical of influencers. What matters
more is the follower demographics an influencer can influence - which is why having deeper data
points for influencers is now more important than ever.
Additionally, fashion & lifestyle, arts & entertainment, and beauty were the top three fastest-growing
verticals in the past year.
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Influencers by platforms
35.75%
32.01%
23.44%
8.79%
Favoured social media platforms
for influencers in Indonesia
Although YouTube reigns supreme as the most-used social media platform platform by influencers in
Indonesia, Instagram comes in at second spot, followed by Facebook. Compared to other markets in
Asia, Twitter also sees a higher than average usage rate amongst influencers in Indonesia.
YouTube sees the largest proportion of micro-influencers (50.3% of total micro-influencers)
compared to other social media platforms, whilst nano-influencers are most populous on Facebook.
Additionally, top stars are fairly equal and the most populous on YouTube and Instagram, whilst we
can also see macro-influencers being the most populous on the same platforms.
In the coming year, we will continue to see YouTube and Instagram growing in popularity amongst
influencers in Indonesia, and we’ll also start to see greater growth in the influencer marketing space
as micro-influencers gain more followers and become macro-influencers.
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A deeper dive
Influencer segment breakdown
In Indonesia, Micro-influencers remain the most
populous (34.8%) category of influencers,
followed closely by nano-influencers (32.23%).
Meanwhile macro-influencers saw positive
growth movement and reached 21.29% as a
proportion to other influencer categories, and
we’re expecting further growth in this category
as influencers in Indonesia start to gain more
traction with a wider amount of followers.
With that said, the absolute number of top stars
has grown in the past year, but other categories
have grown at a much higher rate, which
explains the slight drop in proportion compared
to other influencer categories.
Based on campaigns run through the
AnyTag platform, the platform that holds the
highest spend for influencer marketing
campaigns in Indonesia is Instagram.
Allocation of budgets for influencer
marketing campaigns based on social
media
However, we have also seen a large increase
in YouTube-based influencer marketing
campaigns in the past year, whilst
campaigns on Facebook and Twitter have
dropped in spending.
Budget for Influencer marketing campaigns that run on AnyTag for a certain social
media channel as a proportion to other channels - Data taken from period January October respectively from 2020 to 2021
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A deeper dive
Top 3 influencer vertical comparison
FASHION & BEAUTY
ENTERTAINMENT
FOOD & DRINK
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Influencer verticals comparison
Across the board, influencers in the top three
influencer verticals showed similar usage of
Instagram as a platform for influencers in all
verticals, whilst YouTube was most utilized by
the entertainment vertical.
Favoured social media platforms for the top 3
influencer verticals in Indonesia
On the other hand, Instagram, Facebook, and
YouTube showed highly contrasting popularity
between the three influencer verticals.
The contrasting popularity between verticals on
YouTube can attributed to the platform’s
predominant media format and also what these
platforms’ users are familiar with (for example,
YouTube is a good platform to house and
monetize music videos).
Influencer breakdown by category for the top 3
influencer verticals in Indonesia
Although influencer breakdown by category is
quite diverse at first glance, there are several
nuances across influencer verticals upon closer
examination.
The largest influencer vertical for end users are
food & drink influencers and similarly in the
nano-influencer category, with consumers in
Indonesia receptive to culinary content even from
personalities who do not have large followings.
At the same time, entertainment influencers are
the largest segment for micro-influencers and
macro-influencers, whilst there is a fairly even
balance of fashion and beauty influencers in all
influencers tiers.
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Influencer verticals comparison
Median engagement rates by platform
Entertainment
Fashion & Beauty
Food & Drink
Nano-influencers
(1k-10k followers)
Micro-influencers
(10k-100k followers)
Nano-influencers
(1k-10k followers)
Micro-influencers
(10k-100k followers)
Nano-influencers
(1k-10k followers)
Micro-influencers
(10k-100k followers)
0.16%
0.05%
0.14%
0.11%
0.16%
0.14%
Twitter
7.58% 0.01%
0.02%
6.60%
Instagram
2.81%
0.36%
0.02%
4.38%
13.54% 1.88%
1.39%
YouTube
0.43%
0.01%
6.21%
9.42%
3.07%
1.35%
4.25% 0.35%
7.33%
11.76%
0.31%
1st quartile
0.02%
4.95%
1.98%
1.59%
4.17%
3.72%
6.31%
8.03%
2.51%
0.78%
5.07%
0.15%
Median
20.16% 0.02%
4.45%
11.70% 1.84%
3.05%
3.88%
1.03%
16.97%
8.39%
2.38%
6.64%
0.65%
6.45%
3rd quartile
Random sampling of 5k influencers in Indonesia from the top three influencer verticals, who have 1,000 to 100,000 followers.
Looking at the median engagement rates across the top three influencer verticals in Indonesia,
Instagram performs the best in terms of engagement for both nano-influencers and
micro-influencers.
The engagement rate between nano-influencers and micro-influencers across the top three
influencer verticals for Twitter, Instagram, and YouTube are almost the same, but we’re also seeing
food & drink influencers on YouTube receiving much higher median engagement rates compared to
influencers in other verticals.
It’s important to note that engagement rates are a good indicator of an influencer’s resonance with
their followers, but marketers can also look at metrics such as clicks on influencer-generated
content and conversions driven by influencers to better understand how influencer marketing can
drive business results.
Key takeaways
✓
Overall, the micro-influencer space in Indonesia is growing rapidly, driven by nano-influencers
and micro-influencers, gaining more traction with their followers and increasing their spread of
influence.
✓
Influencer marketing on Instagram and YouTube are seeing strong overall momentum in
Indonesia, and has an almost-equal usage rate amongst influencers in the top three influencer
verticals in Indonesia.
✓
Entertainment, Fashion & Beauty, and Food & Drinks were the top three fastest-growing
influencer verticals in Indonesia over the past year.
✓
It’s important to understand the types of social media platforms that influencers in a specific
vertical are using, illustrated through the contrast in usage of YouTube by influencers in the top
three influencer verticals in Indonesia.
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marketing for Asia
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