Getting Funding from Local Technology Companies, IDN Media Introduces "Indonesia Creators Economy"

Launched in 2017 then IDN Creator Network become a marketing agency that aims to connect creators and brand in order to run campaigns more effectively. The number of requests regarding technical marketing storytelling became the initial idea for launching the platform, to maximize strategy and delivery brand messages in the right way.

At the beginning of its debut, IDN Creative Network was recorded to have collaborated with more than 130 customers top influencer Indonesia. All of them are divided into eight categories, namely Fashion, Beauty, Lifestyle, Parenthood, Food, Music, Travel, and Comedy. Over the course of their journey, they have become a creator platform that has worked with more than 10.000 creators and more than 300 brand.

Entering the beginning of 2022, after IDN Media received external investment (undisclosed) from a well-known technology company in Indonesia recently, IDN Creator Network did rebranding become "Indonesia Creators Economy (ICE)". Rebranding This is deliberately done by companies that aim to provide integrated services to adapt to changing trends.

To DailySocial.id, IDN Media Co-Founder & CEO Winston Utomo said that in recent years he has seen a massive decentralization transition, where the creative economy is no longer in the hands of a few people, but rather the content creators themselves.

"Understanding these changes, IDN Media believes there must be a platform to help navigate and provide seamless collaboration among content creators. Therefore, we established ICE with a vision to democratize the Indonesian Creator Economy through technology," said Winston.

Specifically for the first year, there are five services that will be presented by ICE. Among others are content creator marketing, content creator trading, content creator representation, financial technology solutions, and brand & product development.

As a creator platform, ICE wants to offer collaboration between brand and creators with an easier and more effective work system. ICE will also offer payment systems and financial/financial products to increase efficiency and speed in every collaboration.

"We want ICE to be a one-stop platform for creators. A platform all-in-one. This is our commitment to grow the creator economy in Indonesia," said Winston.

Meet brand and an influencer

Currently, there is a large demand for digital activities marketing especially those who take advantage of an influencer grew significantly in number. Based on data compiled by Influencer Marketing Hub, the pandemic has accelerated growth influence marketing in 2020, and this number is expected to continue in 2021.

From just $1,7 billion in 2016, influence marketing is expected to have grown to a market size of $9,7 billion by 2020 and is expected to soar further to $13,8 billion in 2021.

In Indonesia, there are already several platforms that provide a place for content creators, influencers, and brand to take advantage of marketing activities with the concept. Starting from platforms like Partipost, AnyMind Group, Hiip, to Lynk.id which aims to provide tools integrated with the creator.

Technology company Gojek also announced cooperation with the platform influencer marketing Allstars to make it easier for MSME partners Gojek Connect with influencers doing marketing activities. Allstars is here to provide a platform to connect brands with an influencer for promotion on social media. Not only profitable brands, influencers also actually need to be bridged, especially for those who have just switched professions.