Frequency of running influencer campaigns Indonesia 2023

According to a survey on the frequency of running influencer campaigns conducted in Indonesia in June 2023, around 29 percent of Indonesian brands stated that they only run influencer campaigns on an ad hoc basis. Meanwhile, six percent of brands surveyed indicated that they did so once every six months.  

Why is influencer marketing effective?

Influencers are known for promoting a wide range of products and services, from fashion, beauty, gaming, tourism, food, and beverages, to education through various platforms. By leveraging influencer marketing, brands can increase brand awareness by reaching a wider base of customers through the influencer’s audiences. A recent survey revealed that influencers had a huge impact on the adoption of new brands among Gen Y and Gen Z consumers in Indonesia.

How do influencers affect consumer behavior?

Considering the impact of influencer recommendations on buyer behavior, a significant proportion of Indonesians admitted getting influenced and consequently making purchases based on an influencer’s endorsement. With the number of brands proliferating in the market, influencer recommendations and reviews have made it easier for consumers to make purchasing decisions. Among the popular products and services endorsed by influencers, the fashion and beauty segment received the most attention from consumers, with cosmetics emerging as the leading category in 2023.