In Indonesia, 2022 witnessed the massive popularity of TikTok among GenZ and Millennials, helping brands connect with the younger generation. Whereas micro-influencers emerged as the most sought-after influencer category on TikTok, enabling brands to reach untapped potential customers.   

‍affable.ai has packed the data with various metrics to help brands and marketers scale up their businesses by establishing win-win collaborations with the right Tiktok influencer marketing strategies in 2023. This report includes data regarding audience demographics and the number of influencers with their engagement rates. 

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Table of Content: 

1. Influencer Demographics 
2. Number of influencers by Followers Count 
3. Influencers Engagement Rates 
4. Influencer Posts: 2021 Vs. 2022

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1. Influencer Demographics 
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GenZ uses TikTok more extensively, comprising about 66.1% of the total audience base, and Millennials make up 30.13%. The platform has a significant number of users above 40 years old, accounting for 3.74% of space among younger generations. The data indicate that TikTok allows brands to reach GenX's audience. Males users comprise over 55.46% of the total audience, slightly higher than female users, who stands at 44.53%. 

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2. Number of influencers by Followers Count 
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Indonesia has the highest number of influencers in all categories among Southeast Asia, except micro-influencers. Micro (10k-50k) and Macro (100-250K) influencers comprise a large segment of the TikTok creator economy. The mid-tier influencers (50k-100k) come next with 18.6K in number. On the other hand, the nano-influencers with 5k-10k have the least number accounting for only 2277.

However, brands can expect a rise in nano influencers as we enter 2023. Finally, celebrity influencers with 1M followers stood at 2296.

‍Discover top-performing content creators in your region through our Influencer Ranking page.

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‍‍3. Influencer Engagement Rates
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Nano-influencers generated a *maximum engagement rate reaching 88.44% despite their low count, indicating how they can help brands achieve higher ROI. The micro and mid-tier influencers generated 56.79% and 54.23% engagement rates. Therefore, brands can collaborate with this category of influencers to achieve brand awareness and leverage in niche markets. On the other hand, macro influencers generated an engagement of 45.4%.

If businesses in Indonesia are looking for wider audiences and brand exposure, they can rely on celebrity influencers, whose  engagement rate is  23.02%. 

‍(*Maximum engagement is calculated in terms of average views)

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4. Influencer Posts: 2021 Vs. 2022 
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In 2022, TikTok influencer content in Indonesia increased by 16.25%. The content creators recorded 70.8M posts in 2021. The data implies that influencer marketing on TikTok can have booming effects on the brands if they want to expand in the Indonesian market.

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023. 

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