[Indonesia] A Hundred Neighbors Over One Star — How to Plan for Indonesia Now

Who Is the Indonesian Consumer?

Indonesia is a young, large market driven by the screen in people’s hands. According to DataReportal’s “Digital 2026: Indonesia” (Nov 2025), the population is about 286 million (UN estimate), with a median age of 30.4. The 2025 intercensal population survey (SUPAS) by Statistics Indonesia (BPS) shows a similar figure of 284.67 million.

The generational mix explains why. According to Katadata (Jun 2026), which compiled BPS data, Gen Z (born 1997–2012) accounted for 24.93% and Millennials (born 1981–1996) for 24.34% in 2025 — together nearly half the population (49.27%). This generation meets brands in their feeds before they see them in ads.

The digital landscape points the same way. The same DataReportal report counts 230 million internet users (80.5% penetration) and 180 million social media user identities, up 26% in a year. Mobile connections total 331 million — more than the population. In short, the default stage for any campaign is the vertical mobile screen.

Why a Hundred Neighbors Beat One Star

In “2025 eCommerce Influencer Marketing in Southeast Asia” by impact.com and Cube, which surveyed some 2,400 people across six Southeast Asian countries (reported by Marketing-Interactive, Jul 2025), 76% of Indonesian respondents said they had shopped through links or content shared by creators. The same study found that the influence of mega-influencers (1 million+ followers) is declining, while micro and nano creators have suffered less erosion of trust.

There are also structural reasons why “neighbors” are so powerful in Indonesia. In a country of more than 17,000 islands and hundreds of regional languages, a single top star in Jakarta can hardly speak for everyday life nationwide. “Maybe I should try it too” happens when creators in regional cities such as Surabaya, Bandung and Medan talk in their local way about how a product worked for their skin type and climate.

That is why Indonesian (Bahasa Indonesia) is the default language. Content that local creators remake in their own words reads far more naturally than English-subtitled content or Korean originals with a translation layered on top. As a Muslim-majority country, Indonesia also calls for hijab-wearing creators and religious calendars such as Ramadan to be considered at the planning stage.

Each Platform Plays a Different Role

In Indonesia, social media and shopping are almost inseparable. When the government banned direct payments within social media in 2023, TikTok acquired a 75.01% stake in Tokopedia, one of the country’s largest e-commerce players, and merged it with TikTok Shop (TechCrunch, Dec 2023). Today, buying products seen in videos directly through Tokopedia or TikTok Shop checkout has become the norm.

According to Momentum Works’ “Ecommerce in Southeast Asia 2026” (reported by Bisnis.com, May 2026), Indonesia’s e-commerce gross merchandise value (GMV) was about US$57.7 billion in 2025, with Shopee holding 54% and TikTok Shop and Tokopedia together 38%. With the two camps splitting over 90% of the market, the choice of sales channel effectively comes down to one of them.

On the reach side, DataReportal’s ad reach figures (Nov 2025) put TikTok at 180 million adults aged 18+, YouTube at 151 million and Instagram at 108 million. Note, however, that these figures represent the audience ads can reach, not actual user counts. Since each platform excels at something different, dividing roles among them is more efficient than picking just one.

Before Content — Halal Certification and Campaign Sequencing

For cosmetics brands, there is something to check before choosing creators. Under Government Regulation No. 42 of 2024 (PP 42/2024), Indonesia’s Halal Product Assurance Agency (BPJPH) set a grace period for cosmetics until October 17, 2026, with mandatory halal certification taking effect from October 18. The requirement applies not only to domestic products but also to imported products (hukumonline, Jul 2026). In October 2026, BPJPH stated again that “there will be no postponement.”

In practice, there are three paths. If you hold a certificate from an overseas halal certification body recognized by BPJPH, you must register it with BPJPH before selling. Products that cannot be made with halal ingredients must carry a “non-halal” label on their packaging (ChemLinked, Jul 2025). As BPJPH has said it is preparing separate detailed rules for imported products, it is safest to re-check the latest notices through a local importer or certification agent just before launch.

Then comes campaign design, in this order: ① confirm sales requirements such as halal certification and import permits → ② choose a sales channel (Shopee, or TikTok Shop and Tokopedia) → ③ define target regions and generations (Jakarta only, or regional cities too) → ④ build reviews and buzz through multiple micro and nano creators speaking Indonesian → ⑤ scale the best-performing content through live selling and ads. It’s not too late to add celebrities once this flow is up and running.

HOMI FACTORY directly handles local creator casting and content operations, anchored by our Indonesia office. From checking sales requirements to building regional creator mixes, we plan the sequence of your first campaign together with you.