Share of Instagram users Indonesia 2023, by age group

According to information from NapoleonCat, the highest share of Instagram users in Indonesia, 38.9 percent, were between the ages of 18 and 24 years as of July 2022. As of this date, there were approximately 111.19 million Instagram users in Indonesia, of which 55.4 percent were female and 44.6 percent male.

Indonesia's Instagram landscape

Indonesia stood out as one of the countries with the largest Instagram audiences globally. Based on follower counts, Instagram in Indonesia is dominated by influencers, with followers ranging from 10 to 50 thousand. As of June 2023, there were around 45.4 thousand micro-influencers on Instagram in Indonesia. Standing out as the most followed influencer accounts were popular public figures such as Raffi Ahmad and Nagita Slavina, Ayu Ting Ting, and Prilly Latuconsina.

Influencer marketing trends in Indonesia

As a prevalent platform for influencer marketing, Instagram held a significant share of nearly 70 percent in such campaigns in Indonesia in 2022. Nowadays, influencers are key in swaying consumer purchasing decisions. A recent study revealed that 56 percent of Indonesian consumers stated that Instagram influencers were the type of influencer whose endorsed products they would purchase. While Instagram can help consumers with their purchase decisions, an increasing number of brands are also leveraging influencer marketing to gain a larger consumer base. As of October 2022, Indonesian food and drink brands were the brands that leveraged influencer marketing the most. This was followed by fashion and beauty brands.