As Meta’s chase to beat YouTube and TikTok continues, Indonesia witnessed a drop in the volume of influencer posts on Instagram in 2022. But nano and micro Instagram influencers helped many businesses connect with potential customers. These influencers continued to be the top pick for many businesses due to their high engagement rates, including high responsiveness and relatability.
This Indonesia Instagram report explores the emerging influencers categories, their engagement rates, and audience distribution.
Table of Content
In Indonesia, both females and males equally use Instagram, comprising 50.52% and 49.21% of the user base, respectively. Among them, mainly the Gen Zers use the platform, making up 50.80% of the audience, followed by the Millennials, who comprise 44.22% of users.
Out of 66k Instagram creators in Indonesia, 3.33k fall under the micro-influencers category (10k-50k followers). Indonesia has the highest number of micro-influencers on Instagram compared to other APAC nations. Subsequently, there are 12,490 nano-influencers (5k-10k followers) on the platform, followed by macro and mid-tier creators with followers between 50k and 1 million. The data shows a significant number of celebrities which indicates that the audience in the region still follows the content of mega influencers.
Nano-influencers create the maximum engagement rate (4.16%) on Instagram, implying that the audience in Indonesia prefers authentic content over advertisements and sales-like posts. Nano-influencers help brands build real connections and credibility. Following them are micro-influencers who generate a 2.95% engagement rate on the channel. With a low following and high engagement, the micro creators help with brand exposure and increased trust. Celebrity influencers generate the lowest engagement of all influencer categories.
Instagram influencer marketing witnessed a downfall of 9.20% in 2022. While influencers published 10.61 million posts in 2021, only 9.68 million were published in 2022.
On the other hand, TikTok influencer marketing skyrocketed in 2022 by 16.25%, indicating that Meta is struggling to beat TikTok and YouTube's growing popularity.
Anjelina is one of the well-known gamers in Indonesia. Currently, she plays for the esports organization Rex Regum Qeon. Her Instagram page is filled with content from her gaming tournaments and branded content for Tago, Gamen Indonesia, and more. According to affable.ai data, her profile generates an engagement rate of 22.28%. She is followed by a 65.91% male audience and only 34.09% female users. Besides Indonesia, she also has followers in Malaysia, India, Colombia, South Korea, the United States, and more.
AIRIL is a vehicle, fashion, and sports influencer in Indonesia, generating a high engagement rate of 172.61%. He is a nano influencer who has won his audience with authentic content on Instagram. Out of 7.4k followers, 56.9% are males and 43.1% females. Around 39.8% of his audience is between 19- 25 years.
Vienesca Laurencia is a fashion and beauty influencer with more than 38k followers, of which 60.04% are females, and 39.16% are males. Her high engagement rate of 99.32% shows how much followers enjoy her content. Around 75.09% of her audience is above the age of 21 years, with mostly Gen Zers. 70.2% of her audience is situated in Indonesia. In addition, she has followers in Brazil, the US, Japan, South Korea, and Singapore.
Papah Lunak is a family and parenting influencer in Indonesia whose Instagram page includes snippets from his life as a dad and a husband. He creates tons of entertaining content to engage his audience, which seems to work as his profile generates an 88.6% engagement rate. He has an almost equal distribution of male and female audiences, indicating his content is meaningful to both genders. His brand collaboration includes Vespa Indonesia, Baby Happy Diapers, Nike, Adidas, and more.
Fabioli De Oliveira is a micro-influencer posting content about beauty, travel, and fashion on her Instagram page. Her content is followed by 39.68% of Gen Zers aged between 19 and 25 years, of which 48.98% are males, and 51.02% are females. Her profile generates an engagement rate of 76.54%, which is higher than similar influencers in her niche.
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