Trying to market your health and fitness brand in Indonesia? We got you! Indonesia has over 270 million citizens, more than 70% being internet users, and 69% having social media accounts. This means that to market your product in the local market, you must ride with the trend of using the internet and social media platforms like YouTube, Instagram, and TikTok.
The next question to answer is "which platform would be best?" and "which strategy should I implement?"
For the niche of health and fitness, Instagram influencer marketing would work best. Instagram is the second most-used social media platform in Indonesia, and the overall population generally discovers brands through social media, expert reviews, and word-of-mouth. These things are all offered by influencers on Instagram.
In Indonesia, health and fitness Instagram influencers are some of the most active users with the most engaged and active audience. Coming from a variety of backgrounds such as celebrities, doctors, models, personal trainers, and mothers, these health and fitness influencers are the number one go-to persons to get health tips and daily workout routines from.
If you are a marketer or brand owner who wants to expand in the Indonesian market, then working with health influencers can be your way in. We have compiled a list of some of the best health and fitness influencers in Indonesia in 2022 for you to look into.
Top 20 Fitness Influencers in Indonesia ⬇️
Imey Liem is an Indonesian actress who rose to fame after she became the winner of a beauty pageant — Cantik Indonesia in 2004. Until 2019, she is known for her acting skills in many movies and TV series (FTV).
These days, Imey Liem is more actively doing her hobby of becoming a pilates instructor. Imey Liem likes to share her workout activities on her Instagram feed. She's also active in playing tennis, boxing, horseback riding and dancing.
As a health and fitness influencer she worked with some brands that aligned with her healthy lifestyle such as Kin + Ally, Bio BeautyLab, and Salad Stop.
Talita Bachtiar, along with her spouse, likes to post workout routines on her Instagram page. Talita is now a mother of twin girls, and she sometimes posts her activities with her children too. Aside from workouts, Talita also posts about healthy diet and health supplements.
Talita has been chosen to be a Lactamil brand ambassador, and she has also worked with other health product brands such as FITUNO, Natur-E, and BOSE.
Sally is known as a running athlete. With her stunning posture, it is almost unbelievable that she is a 39 years old mother with 3 children.
On her Instagram page, Sally likes to share easy yet effective body-building tips that her audience can do on their own. She also often posts her photos that can inspire others to start working out.
She has been chosen as a brand ambassador for NutriBullet, eGee-Pro, and RSP Nutrition.
Nadira Diva Vitani gained her popularity through her easy-at-home workout video tutorials that she shares on her Instagram feed. Diva was a CrossFit trainer, and is now a mother of two children. She also shared her audience some safe workout routines during pregnancy.
As a fitness enthusiast, she worked with some brands which are aligned with her healthy lifestyle, such as Movestorm fitness equipment, The Family Recipes, and Herbadrink.
Reynaldi Rifaldo rose to fame after winning first place in the Putera Indonesia pageant, back when he was still a college student in 2017. He is now known as a model and health and fitness influencer. On his Instagram page, he posts his daily workout routines in the gym.
He has worked with big brands such as Guess, Philips Men, and Evolene.
Melanie Putria started her career in the entertainment industry after winning Puteri Indonesia, an Indonesian beauty peagent contest in 2002. After her struggle on the weight loss program, she realized that healthy diets and daily workouts are the key to losing weight.
She now actively promotes a healthy lifestyle on her Instagram feed. She has been awarded the Inspiring Gen Sehat Cerdas (an Inspiring Healthy and Smart Generation) from Brand's Health Award 2017.
As a health and fitness influencer, she has worked with brands such as Pocari Sweat, Holisticare, Garmin, and Adidas.
Jeremiah Lakhwani is a health and fitness Instagram influencer who began his transformation journey because he was obese. Jeremiah changed his bad habits and eased into a healthy lifestyle. He changed his diet, and shared his journey on Instagram.
Jeremiah claims to be a sports freak because of his love of different kinds of sports. Aside from sports, he loves running and body-building. Some brands that he previously worked with are ANS Performance, Body Factory, and Alpha Rules.
Dr. Listya Paramita is a dermatologist who rose to fame after she posted educational content that shows people the danger of using unregistered skincare. She makes regular educational content about skin health.
On her Instagram feed, she debunks many popular skincare myths. She's previously worked with health brands like ElshéSkin, Mustela, and Histoire Naturelle.
Sabrina Chairunnisa gained popularity after winning 3rd place in Puteri Indonesia in 2011. Sabrina is now known as a fitness enthusiast. She believes having a healthy body cannot be achieved instantly--it needs hard work and persistence.
She often shares her workout routines on her Instagram feed. She also likes to post make-up tutorials.
She became an UnderArmour brand ambassador, and has also worked with some beauty brands such as Whitelab, Benton Cosmetics, and Somethinc.
Yulia Baltschun earned her fame through a cooking talent competition—Masterchef Indonesia Season 4 (2015). As a certified fitness and diet specialist, she wrote a healthy diet book titled "I Hate Diet" which has been a success in helping people get their desired healthy body weight.
She actively posts her workout routine on her Instagram page. She also provides some tips on dieting and on how to have a toned body.
She has worked with many brands in the past, such as Bio BeautyLab, Greenara and Vionic Shoes.
Andrew White gained popularity through acting in various TV series. After not appearing on television for a long time, Andrew is now in the property business and now lives in Bali with his wife, Nana Mirdad, and their son.
Since this couple loves sports, they set up a private gym at home. They use the gym to share their workout routines on Instagram. Nagoya Electronics, Taiwan Excellence, and SimInvest are some of the brands which Andrew has worked with.
Randy Pangalila is an actor, model, and singer. He rose to fame after his role in a TV series, Cinta Fitri. Besides acting and singing, he is also a health and fitness content creator. He actively posts his workout routines and sports affairs on Instagram.
ANS Performance, LeMinerale, HG for Men, and Garmin are a few of the brands which he has collaborated with.
Hesti Purwadinata is an actress, but she is more popular as a host for TV shows. Hesti is also a mother of two who is now 36 years old. On her Instagram page, she posts her healthy lifestyle and workout routines which influence others to follow her journey. She also runs in marathons and loves biking.
She worked with brands such as Made for Smile, Callie Cotton, Poshbrain, and Greenfields.
Ibnu Jamil is a famous actor and presenter who is also known as a football player. Amidst his busy schedule, he always makes time to work out and do other physical activities.
On his feed, he gives his followers workout tips and updates them on his sports journey. He is Sun Life's and PUMA Indonesia's brand ambassador.
Dr. Anton Tanjung is a medical doctor who is actively sharing reproductive health knowledge on his Instagram feed. He also likes to share about his travels and his daily life as a doctor.
Due to his rising popularity, Quaker Indonesia and Aqua chose him to be their brand ambassador.
Anjasmara Prasetya is an Indonesian actor. He is now focused on doing yoga which he has learned in early 2000s. Now, he already has his license as a yoga instructor, and has led yoga events in Dubai and India.
He has collaborated with the brand Corenation to make yoga equipment sets named Corenation X Anjasmara.
Before she gained fame in Instagram, Jennifer Bachdim was a blogger who actively wrote articles about beauty, lifestyle, health and fitness. She rose to fame after her marriage with Irfan Bachdim, an Indonesian professional soccer player. Jennifer now lives in Bali along with her family.
On her Instagram feed, she shares her daily workout routine, some diet tips, and some of her best portraits for body inspiration.
Jennifer is Pocari Sweat's and Adidas Indonesia's brand ambassador.
Dr. Tirta is one of the doctors who actively gives information related to COVID-19 on his Instagram page. He's also physically active as a biker, and he's a football enthusiast as well.
He likes to promote local brand shoes and clothing on his Instagram feed. He also previously worked with LeMinerale, Sharp, and Aerostreet.
Maria Vania gained her popularity through her workout video tutorials on her YouTube channel. She has appeared in some TV shows as a guest star, and she also became a presenter in some sports TV programs.
She is the brand ambassador of FIRM ABS — a sporty clothing line. She also worked with many other brands such as Muscle First and Passion Jewelry.
Deodatus Andreas Deddy Cahyadi Sunjoyo, famously known as Deddy Corbuzier, is an Indonesian television presenter, actor, YouTuber and former mentalist. Deddy Corbuzier started his career in showbiz as a mentalist, but now he has successfully changed his brand image to a fitness influencer.
It all started when he "invented" his popular diet technique which he named "OCD" or "Obsessive Corbuzier Diet" in 2013. His successful body transformation has inspired many of his audiences, attracting UnderArmour to hire him as their brand ambassador.
Besides UnderArmour, he has also worked with Bibit, Tokopedia, and Si Cepat.
If you are a health and fitness brand wanting to enter the Indonesian market, then Instagram influencer marketing is the right way to go. Instagram houses hundreds of fitness influencers from Indonesia, and these influencers effectively deliver brand messages through inspiring content.
Based on the list above, we can see that celebrities and doctors have dominated the chart. Most of the influencers are also into gym workouts and sports, while some like yoga and pilates. Lastly, some of them also share healthy diet tips and cooking tutorials.
If you need the help of a local marketing agency to reach these influencers, check this list of 11 Best Influencer Marketing Agencies in Indonesia.
To know more about marketing and advertising in Indonesia, visit the AJ Marketing Blog.
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