Most of Indonesia’s KOLs (Influecners) are concentrated on the three major platforms of YouTube, Instagram, and Tiktok. Especially with the booming development of social media, 56.27% of Indonesian influencers are small and medium-sized Internet celebrities (less than 10w+ fans), mainly grassroots.
Compared with other parts of Southeast Asia, there are relatively few TOP Internet celebrities, but Indonesian social media also has super KOLs like Li Jiaqi.
1. Characteristics of Indonesian small and medium-sized Internet celebrities
Due to the influence of religion and customs, Indonesian small and medium-sized Internet celebrities prefer to make videos step by step. Therefore, it takes more patience and stronger motivation to cooperate with Indonesian small and medium-sized Internet celebrities:
Attitude: It is easier to communicate, accept products and cooperation methods.
Efficiency: Indonesian Internet celebrities have a long production cycle and low efficiency, and require more patience, praise and reminders.
Creativity: Indonesian Internet celebrities lack creative ability, rely on case videos, and need to communicate and produce in advance.
2. Current situation of online celebrity marketing in Indonesia
According to statistics, 60% of Indonesians believe that online recommendations from online celebrities are more trustworthy than sponsored ads, and 80% of brands marketing in Indonesia will adopt online celebrity marketing, especially small and medium-sized online celebrities, which are more popular with brands.
3. Why are brands willing to cooperate with small and medium-sized online celebrities in Indonesia?
1) Stronger sense of trust
Small and medium-sized online celebrity KOLs pay more attention to the content itself and the attitude of fans, and will insist on content output. The fans’ activities and interaction rates are higher, forming a strong trust in the hearts of fans. At the same time, this form has a word-of-mouth effect. Fans can also feel the product or service more realistically through comments. Therefore, the content of these influencers is more convertible than traditional performance advertising.
2) Feeling is more real
Most social media are based on live broadcasts, videos, graphics and other display forms. Products or services can be exposed to fans in a real (unbeautified) way, especially in the form of live broadcasts. Fans can not only feel it 100%, but also participate in it and interact directly with the anchor to quickly complete the order process.
3) More cost-effective
Compared with platforms such as FB and Google, the performance advertising of Internet celebrity marketing is also more cost-effective. In particular, cooperation with small and medium-sized Internet celebrities can often achieve the expected results at a lower cost than traditional advertising.