Various national and international brands have proven that influencer marketing in Indonesia brings guaranteed success. Indonesians are avid internet users, spending more than 8.5 hours a day browsing the web. Moreover, this market mostly relies on word-of-mouth, and opinions of experts, influencers, and bloggers when it comes to brand research and discovery. One of their top purchase drivers is even social media likes and comments. This shows that influencers play an important part in this market's purchase decisions. However, knowing this is not enough. Brands must also be aware of the top social media platforms where influencers reside.
Instagram is the second most-used social media platform in this country, with more than 84% of Indonesian internet users scrolling through the platform per month. With its high usage, Instagram has also become a fertile ground for advertising and influencer marketing. An ad on Instagram may reach 99 million people in Indonesia. That's more than 35% of the entire population. With this amount of advertising audience, there's no doubt why Instagram influencer marketing has become a top trend in the country.
This strategy is not exclusive with Instagram--it also works in other platforms like TikTok and YouTube. Of course, you might think influencer marketing seems easy enough. But, there are certain nuances you have to be aware of before launching your influencer marketing campaign. Indonesian influencers vary in audience size--there are micro-influencers as well as mega-influencers. They also vary in audience age, content, and form. Lastly, they all have different niches--they may be experts in beauty, health and fitness, gaming, food, tech, and many others.
To help you get insight on the influencer landscape in Indonesia, we've collated the top Instagram influencers in the country. This list may give you an idea on how to choose the best influencer who can represent your brand. Let's have a look.
Top 20 Instagram Influencers in Indonesia ⬇️
20. Rina Nose
Topics: Comedy, Entertainment
Rina Nose's account brightens up anyone's day. Rina is currently a famous TV host, comedian, and social media influencer. On her feed, she most commonly shares short TikTok videos and short previews of her YouTube vlogs. She also posts about her OOTDs, makeup and skincare routines, and her life with her Dutch husband.
Topics: Family, Lifestyle, Parenting
Aurelie's popularity can be attributed to her parents, famous singers Krisdayanti and Anang Hermansyah. Since she was young, Aurelie has always been in the spotlight, both as a singer and as a social media influencer. She's known as a beauty influencer in Indonesia, but her content has now shifted to family tips, lifestyle, and parenting. Aurelie also posts about her favorite beauty products, as well as her trusted brands for childcare.
18. Chelsea Olivia
Topics: Travel, Lifestyle, Parenting
Chelsea Olivia is a famous actress, singer, social media star, and a mom of two. Her popularity began when she was one of the members of the singing group called BBB (Bukan Bintang Biasa). Today, she has managed to garner more than 27 million followers on Instagram, serving as a lifestyle inspiration to many.
Her feed is full of photos of her family travels, as well as photos of her cute little kids. She also posts about her product recommendations which her family has tried and tested.
17. Via Vallen
Topics: Music, Travel, Entertainment
Via is a famous dangdut singer who sang the theme song for the 2018 ASEAN Games "Meraih Bintang'' or "Reach Out The Stars". Since her big success in 2017, she has performed as a guest star in different national TV shows, which also led to her social media success. Her feed is full of her photos together with her boyfriend, videos of her on-stage performances, and snaps from her travels and adventures.
16. Syahnaz Sadiqah
Topics: Food, Parenting, Lifestyle
Syahnaz's popularity can be attributed to her brother, Raffi Ahmad, who is an Indonesian media personality. Syahnaz, however, built her own success as an Instagram influencer in the areas of pregnancy, family, food, parenting tips, and lifestyle. She often posts photos of her family, and her favorite products safe for kids. She also loves to share her skills in playing the piano.
15. Agnes Monica
Topics: Music, Entertainment, Fashion
Agnes Monica is one of Indonesia's most popular divas. Agnes is a successful singer and social media star known nationally and internationally. On her feed, Agnes shares about her music performances, incredible fashion taste, and some behind-the-scenes photos.
Besides posting about her glamorous lifestyle, Agnes is also socially-active, participating in events towards stopping Asian hate. Agnes truly is beauty, talent, and substance all in one.
Topics: Lifestyle, Family, Entertainment
Ashanti is a singer, influencer, and a loving mom of four. Her feed is full of life updates, family vlogs, on-stage performances, and sneak peeks of her YouTube videos. Beside these posts, she also loves to share makeup, skincare, and parenting tips. Her previous collaborations are often with brands related to home maintenance, childcare, and lifestyle.
13. Zaskia Gotik
Topics: Entertainment, Lifestyle, Family
Zaskia is an Indonesian singer, actress, TV host, and comedian. Netizens started to notice her when she danced like a duck or “itik” in Indonesian. Because of her duck dance, she is called gotik, which stands for goyang itik or duck dance. She started gaining momentum and popularity on social media as well.
Currently, Zaskia is married to a billionaire and is a mother of one child. Zaskia’s feed is filled with her music shows, family trips, and activities with other celebrities. She also posts product recommendations for her followers to try.
12. Ivan Gunawan
Topics: Business, Fashion, Design
Ivan Gunawan, also known as the Indonesian Queen Maker, is a top celebrity and fashion designer in Indonesia. Ivan is well-known for his unique and luxurious gown designs which are worn by the most famous celebrities in Indonesia. Ivan's feed is full of updates of his fashion shows, his most recent pieces, and latest collaborations. Ivan has also previously worked with brands in the beauty industry.
11. Jessica Iskandar
Topics: Beauty, Family, Lifestyle
Jessica Iskandar, also known as Jedar, is an Indonesian actress, TV host, model, comedian, and business woman. Funny, pretty, and sexy are the three words to describe Jedar. As a hot mom, Jedar loves to show off her curves and sexy look even with a baby bump! She also loves sharing about her travels, makeup routine, skincare tips, and parenting hacks.
She recently launched her own makeup line called Jedar Cosmetics.
10. Ria Ricis
Topics: Travel, Lifestyle, Family
Ria Ricis is a travel enthusiast and lifestyle influencer. When visiting her Instagram, it feels like you are travelling to some of the most famous destinations in Indonesia with her. Her bright, funny, and sweet characteristics have attracted followers from all ages. Her impersonation as a mermaid also successfully attracted the young viewers.
Ria also loves to share some of her TikTok videos and sneak peeks of her YouTube vlogs on Instagram feed. Lately, she's also been sharing about her pregnancy journey.
Topics: Lifestyle, Travel, Family
Sarwendah started her career as a member of the singing group called Cherrybelle. Today, she is known as an Instagram influencer and a successful business woman. Together with her husband, she continues to expand her business in clothing and food.
Sarwendah is also known as a mom of two who loves to wear a house dress or daster. Her feed is full of travel updates, parenting hacks, product recommendations, and stunning OOTDs with her kids.
Topics: Fitness, Beauty, Lifestyle
After winning Indonesian Idol 5 as the runner up, Gisella’s popularity began rising. Since the show ended, Gisella starred in different Indonesian shows and movies. She also started a business in the culinary and skincare industry. She often shares travel and family pictures on Instagram, as well as product recommendations for healthy skin.
Topics: Beauty, Entertainment
Laudya Cynthia Bella started her career as a model, celebrity, and singer. She is also one of the members of a singing group, Bukan Bintang Biasa (BBB), created by Melly Goeslaw. When visiting Bella’s account, you'll see tons of product recommendations for her followers to try. Currently, Bella is a brand ambassador for Hijab Sunsilk and already has her own beauty line, LBeauty.
Topics: Beauty, Fashion, Entertainment
Wilona has captivated Indonesian netizens with her young, fresh look, and one-of-a-kind acting skills. Wilona is an award-winning actress, gaining three awards in a row in year 2020. On her feed, she regularly posts photos from her shoots, and shares her skincare routine. Currently, she is the brand ambassador of Azarine Cosmetics. Wilona truly is a beauty and fashion icon for young women in Indonesia.
5. Ruben Onsu
Topics: Food, Fashion, Business, Entertainment, Travel
Let’s meet Ruben Onsu, a top comedian who owns hundreds of fast food franchises, Ayam Geprek Bensu, in Indonesia. He is also known as a loving and funny father of three who loves to share his business and family activities on all of his social media accounts. Beside sharing his family trips, he also regularly posts previews of his latest TV shows.
Topics: Fashion, Travel, Luxury
This top Indonesian female singer gained traction due to her funny and witty characteristics. Syahrini calls herself a "princess" and always shows off her jet set lifestyle. After marrying one of Indonesia's tycoons, Reino Barack, her luxurious lifestyle intensified, travelling around the globe with her husband. Her feed is full of her photos in different countries, something her followers aspire to have.
Topics: Beauty, Entertainment, Lifestyle
Not only famous as a celebrity and influencer, Prilly is also a business owner of a culinary and fashion business. Currently, she is also the brand ambassador of Ruangguru.com, an Indonesian online education platform. Her feed is full of sneak peeks of her latest TV series and her pole dancing training. Prilly's fame has made her sought after by big brands nationally and internationally.
2. Ayu Tingting
Topics: Entertainment, Lifestyle
Ayu started her career as a singer, TV host, actress, and comedian. Now, she's one of the most-followed mega-influencers on Instagram by Indonesian internet users. She regularly updates her fans about her latest shows. She also loves to share her daily workout routine, their family trips, and her parenting hacks.
Topics: Family, Lifestyle
Raffi Ahmad and Nagita Slavina are the owners of RANS Entertainment Production House. After their marriage, they have built their kingdom on social media and have successfully gained millions of followers on different platforms.
Known as the Sultan of Andara, this family loves to show off their luxurious lifestyle such as their enormous mansion, sports cars, branded bags, and many others.
Not only do they collaborate with other celebrities, they also love to collaborate with other public figures such as national athletes, and the President of Indonesia, Joko Widodo.
Instagram is widely-used in Indonesia, being the second most favorite social media platform of the country. Moreover, Indonesians follow influencers, celebrities, and expert accounts to gather credible opinions on certain products. These facts combined have made influencer marketing the number one strategy for marketing and advertising in Indonesia.
Of course, influencer marketing is not that simple. A brand needs to choose the best influencer to represent their values, characteristics, online identity, and to reach their target audience. In the list above, we can notice that Instagram influencers in Indonesia are dominated by women. Moreover, the most common topics are family, parenting, lifestyle, fashion, and entertainment.
We hope this list has helped you in starting your own influencer marketing campaign. To know more about the Indonesian market, you may visit the AJ Marketing Blog.
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