In Indonesia’s vibrant and crowded digital landscape, influencer marketing has evolved from a simple “nice to have” into a central, high-performing pillar of the consumer journey. While many brands still relegate influencers to top-of-funnel awareness, this view severely underestimates their strategic value.
While many brands invest in influencers, they often limit their strategy to top-of-funnel awareness. The data from the “Indonesia Digital Landscape 2025” report reveals a much deeper role. Here are the key, data-driven takeaways for building a winning influencer strategy in Indonesia.
The Modern Indonesian Consumer Journey
Their influence begins at the critical first touchpoint. Data shows that influencer-created content is the most effective format for initial brand discovery, with 31% of consumers citing it as a key source for finding new products. However, their role doesn’t stop there. As consumers move from awareness to the active consideration phase, from “What is this?” to “Should I buy this?”, they once again turn to influencers. Influencer posts are a top-performing format for evaluation, proving they are essential for shepherding consumers through the funnel.
The reason for their sustained influence lies in consumer psychology. The modern Indonesian consumer is discerning and skeptical of polished ads; they crave authenticity and proof. The data highlights a clear preference for demo videos and content that shows a product in action. An influencer’s “get ready with me” video or a genuine product review delivers exactly this: a trusted, real-world demonstration that builds confidence far more effectively than a traditional ad. Successful brands understand this, briefing creators to “show” the product’s value in their lives, not just “tell” their audience about it.
Knowing how to leverage influencers is only half the battle; brands must also know where to compete. The report identifies Fashion & Beauty and Entertainment as the most popular and saturated influencer verticals. For brands in these spaces, a sophisticated strategy is non-negotiable to cut through the noise. For those outside these categories, the challenge is to either find a less-crowded niche or find creative ways to partner with these top-tier creators to tap into their massive, established audiences. Ultimately, the data shows that influencer marketing in Indonesia is a full-funnel strategy that, when executed correctly, leverages authentic demonstration to guide consumers from discovery to decision.
