Pay attention to "Influencer" Marketing Trend Data in Indonesia

The "State of Influencer Marketing 2024" report published by HypeAuditor, an AI analytics platform for brand, highlighting how adoption potential an influencer in the owner's marketing activities brand in Indonesia.

Market value influence marketing globally is projected to reach $22 billion in 2025. This is driven by high usage services an influencer in marketing activities include social commerce, transition budget to digital advertising, and blocking ad-blocking software.

In his findings, Indonesia is the 4th country in the world in terms of the percentage of content an influencer sponsored and likely to be sponsored at 4,37% after the US (27,05%), Brazil (15,47%), and India (7,08%). Meanwhile from the amount an influencer Instagram, Indonesia is in 6th place with 3,31%.

As many as 89% of users agree that Instagram is the main platform used influence marketing in this world. This is due to Instagram's ability to showcase products and services. Brand can directly connect directly with customer, different from traditional advertising methods.

Then, 87% of users admitted to taking further action after finding product information in Instagram posts, for example following the account brand, visiting a retail store, or making a purchase. These findings mark the role of Instagram in marketing activities brand.

It should be noted, this report data is processed from combined accounts an influencer on Instagram (47,9 million accounts), YouTube (6,8 million), and TikTok (12,6 million). The data was collected in January 2024 and reflects average metrics in 2023.

Furthermore, this report reveals that an influencer who have 1000-10.000 followers (follower) is the largest segment in Indonesia with a percentage of 77,4%.

Another interesting finding, an influencer nano actually has a strong relationship with its followers, which is fruitful engagement rate (ER) is high (1,85%) compared to category an influencer mega (0,69%) and macro (0,66%). Instagram ER is calculated using a total formula likes and how to divided by the amount follower, then multiplied by 100%.

HypeAuditor also highlights a trend of decreasing impact of engagement an influencer and engagement fakes that have the potential to cost advertisers millions of dollars each year. Recorded around 43% an influencer Instagram in Indonesia was affected by the emergence an influencer fake, but the percentage decreased by 2,15% from 2022.

HypeAuditor Co-Founder and CEO Alexander Frolov said, “Percentage drop an influencer being affected by fraud is nothing new. Thanks to awareness among content creators and mitigation measures from social media, marketers are more confident in success an influencermarketing they. Even so, they must remain vigilant, especially when working with an influencer mega or celebrity."