Market share of social media platforms Indonesia 2023

In 2023, Facebook had the largest market share among other social media platforms in Indonesia, at around 53 percent. However, Facebook's popularity may soon be outpaced by other social media platforms due to growing competition.

Indonesia’s social media landscape

With active social media users of more than 260 million, Indonesia ranked fourth among the countries with the highest number of social media users worldwide. As of the third Quarter of 2021, WhatsApp had the largest social media penetration rate in Indonesia of about 89 percent. Other social media platforms such as Instagram and Facebook are also gaining popularity as an increasing number of Indonesian social media users are actively using those platforms.

Social media for business purposes

The use of social media is no longer limited to communicating and interacting with friends and family. Many businesses have turned to social media as part of their marketing strategies. One of these strategies includes collaborating with an influencer to promote their products and increase their customer reach. A recent finding revealed that 62 percent of Indonesian social media users had purchased an item because of influencer endorsement. Trust in the influencer and being convinced by their promotions are among the leading reasons for purchasing endorsed products.