When we consider people’s decisions today—what to buy, what issues to trust, and which trends to follow—one thing often triggers their choices: content from creators who feel “close” and relevant to them. This is where influencer impact in Indonesia works: changing behaviors, shaping opinions, and driving actions—sometimes for good, and sometimes otherwise.

Why Did the Influencer Phenomenon Explode in Indonesia?

This phenomenon gained momentum since the mid-2010s, as social media platforms rapidly expanded—from Facebook, YouTube, Twitter, and Instagram to TikTok—and people began seeking figures who aligned with their identity and lifestyle. This has influenced marketing, public opinion, and even the lifestyle standards of their followers.

At this point, influencer impact in Indonesia is no longer merely “entertainment” but a tangible social factor.

Influencers’ Impact on Business: From Awareness to Transactions

In the world of branding, the impact of influencers in Indonesia is most evident: driving people from “knowing” to “wanting,” and then to “buying.” This happens because influencer content often feels more personal than regular advertisements.

1. Changing How People Decide What to Buy
   Recommendations that seem honest, detailed reviews, and relatable storytelling can shift brand preferences within hours.
2. Accelerating Brand Awareness, Especially for New Products
   Influencers are often used to make a brand appear quickly on the timelines of the right audience.
3. Helping SMEs Win Through Niche Marketing
   SMEs don’t always need big-name celebrities. Often, niche creators with a specific audience are more effective and more cost-efficient.

Influencers in Indonesia on Public Opinion: Education vs. Propaganda

Influencers can also become a reference for public views because they build credibility, provide information, entertainment, and create a “friendship” feeling that makes followers easily follow their opinions or decisions.

Because of this, influencer impact in Indonesia can be a double-edged sword: educational or manipulative.

What is often overlooked: The greater the trust of the audience, the bigger the risk when misleading information spreads.

Influencers’ Impact on Lifestyle and Identity

Influencer content sets an “ideal standard” to be mimicked: clothing styles, hangout spots, eating habits, and even career choices. On the positive side, this can inspire people. On the negative side, it can create social pressure, FOMO (fear of missing out), and impulsive consumption. Again, influencer impact in Indonesia is not just about ads—it’s about shaping popular culture.

Influencer Categories: Nano to Mega and How Their Impact Differs

Influencers are generally categorized by their follower count. The bigger the followers, the broader the reach, but the closeness may differ. Understanding these categories is crucial for targeting the right influencer in Indonesia for your goals.

1. Nano Influencers (1,000–10,000 followers)
   Best for campaigns needing community closeness and organic responses.
2. Micro Influencers (10,000–100,000 followers)
   Typically have more targeted audiences and are often used for performance campaigns or niche markets.
3. Mid-Tier Influencers (100,000–500,000 followers)
   A balance between reach and closeness, suitable for scaling proven campaigns.
4. Macro Influencers (500,000–1,000,000 followers)
   In Indonesia, often referred to as “selebgram.” Strong for quick exposure in specific niches.
5. Mega Influencers (over 1 million followers)
   Usually celebrities. Strong for massive awareness, but the cost is high, and the audience relevance needs to be tested.

“Trust” is the Main Driver of Influencer Impact in Indonesia

If you ask what the biggest key is to influencer impact in Indonesia, the answer is simple: trust. When an audience trusts an influencer, they’re more willing to listen, spread the word, and take action. That’s why brands that choose influencers based solely on follower size often fail. Their audience’s trust might not align with the product.

Case Study: Ferry Irwandi and Crowdfunding for Disaster Relief

A real example of influencer impact in Indonesia is Ferry Irwandi’s crowdfunding efforts. In response to disasters in Aceh, North Sumatra, and West Sumatra, he launched a donation campaign that raised Rp10.374 billion from 87,605 donors in just 24 hours (Tuesday, December 2, 2025).

From Socindex analysis, between November 28–December 10, 2025, there were 51,002 conversations on Instagram related to the issue. The account @irwandiferry made 69 posts, generating 22,579,875 engagements.

The lesson is clear: influencer impact in Indonesia can drive social action quickly due to a combination of large audiences, emotionally resonant narratives, and real-time updates that maintain trust.

How to Maximize Influencer Impact in Indonesia for Your Brand (Practical Tips)

If your goal is marketing, use this approach:

1. Start with your goal, not a famous name.
   Whether it’s brand awareness, leads, sales, or reputation, each goal requires a different type of influencer to effectively achieve your target.
2. Check niche and audience fit.
   Large followers without relevance often generate high impressions but low results.
3. Set measurable KPIs.
   At a minimum: engagement rate, conversations, sentiment, clicks, and conversions. With clear KPIs, influencer impact in Indonesia doesn’t stop at just “buzz.”
4. Set reputation guardrails.
   Content can be a double-edged sword: educational or manipulative. Make sure you have guidelines for messaging, disclosure, and issue mitigation.

How to Choose Influencers with Data: Why Socindex’s Features Matter

As influencer roles grow, Indonesia is expected to have over 863,000 active influencers by 2024. This makes manual selection time-consuming and prone to bias.

This is where data-driven approaches help. Socindex’s influencer feature can categorize influencers based on followers, niche, and past collaborations. This is ideal for digital marketing needs that connect brands with content creators. Using this method, influencer impact in Indonesia can be mapped more quickly and objectively.

The Risks You Must Acknowledge: Influencer Impact Isn’t Always Healthy

Influencers can have both positive (donations, inspiration) and negative (fraud, mental pressure, manipulation) effects. Therefore, when you use an influencer for marketing, you’re also “borrowing” their reputation and assuming the associated risks.

Conclusion

In conclusion, influencer impact in Indonesia is real and wide-reaching: from daily shopping habits to social movements. If your goal is both information and marketing, the key is not “who is the most famous,” but “who is trusted by the right audience.” Ideally, select based on data, not intuition.

Contributors

Hafiza Khaerina (Socindex)

Aan K. Riyadi