Share of influencer marketing campaigns Indonesia 2022, by type

According to a survey on influencer marketing conducted in Indonesia, performance-based campaigns were more common than awareness-based campaigns. As of October 2022, performance-based campaigns accounted for about 56 percent of influencer marketing campaigns in Indonesia.

Influencer marketing trends in Indonesia

With the increasing number of social media users and influencers in Indonesia, influencer marketing has become one of the most popular forms of marketing. Based on a recent survey, Facebook was the most preferred platform by influencers in Indonesia, while Instagram comes in second. However, in terms of where the marketing campaigns were typically executed, Instagram leads the way, with a market share of 70 percent.

Consumer attitude

Influencer marketing seems to have been well-received by Indonesian consumers. Seeking more information after seeing and following an influencer's campaign was cited as a common reaction they had. The average social media user in Indonesia follows one to four influencers. In a recent survey, they stated that beauty products are the type of products they most often associate with influencers.