present

Indonesia Influencer
Report Q2 2022
 Influencer Definition by Followers

Influencer marketing continues to be a highly popular

marketing strategy in Indonesia. 1,000,000 Mega

Promotion and endorsement

influencers carried out represent
User-Generated-Content that is 100,000 Macro

29% influential in customer

purchase decisions.
Influencers become a messenger between brands and their
10,000 Micro
followers by leveraging the high level of trust and relationships
that influencers build.

1,000 Nano

The availability of research about influencer marketing
in Indonesia is very limited.
Therefore, LEMON conducted research in order to
better understanding of how Influencer marketing has
evolved into an effective form of marketing strategy
among industries.
What to expect from this report.
Our goal is to present a clear and complete portrait of
influencers, as well as to offer brands knowledge about
the effects of influencer marketing campaigns based on
different industries. We take a holistic view of the entire
available identification where opportunities can be found
for brands.
Table Of Content

Table of Content 1

Tech Industry 2

Instagram Audience 6
Fashion Industry 14

cË×V™Ú£ËÚìĤc™©Ä˽ˤü.Äĉê™Ä™ÚÞ 7 Instagram Audience 18

cË×V™Ú£ËÚìĤc™©Ä˽ˤü.Äĉê™Ä™ÚÞ 22

Food & Beverage

8
Industry Beauty Industry 23

Instagram Audience 12 Instagram Audience 27

cË×V™Ú£ËÚìĤc™©Ä˽ˤü.Äĉê™Ä™ÚÞ 13 cË×V™Ú£ËÚìĤc™©Ä˽ˤü.Äĉê™Ä™ÚÞ 33

1
The Technology
Industry
2
Consumer technology is a broad industry, including
ĈĂfl½ޙÚõ¬™Þȼ™Äæ™Ú悬ÄÙÄæȼ‚Ä•™õ™Úü•‚ü
ËÃÃêĬ‚æ¬ËÄɁêڬĤ橙יڬ˕Ë£Ëõ¬•ɟǼȄȼÂÄü
people spent money on tech. Based on the Hootsuite
data, this led to a 58.75% increase in
¬Äæ™Úęæɟ£‚¬½¬æ‚晕×êڏ©‚Þ™ÞÞꏩ‚ÞÃˎ¬½™
ׂüÙÄæȼׂ¬••¬¤¬æ‚½ËÄæ™ÄæȼËĽ¬Ä™Ú¬•™ɟ©‚¬½¬Ä¤
ޙÚõ¬™ȼ‚Ä•ËĽ¬Ä™£Ë˕•™½¬õ™ÚüɁc™©ŽÚ‚Ä•Þ‚Ú™
¬ÄÚ™‚ެĤ½ü¬Äõ™Þæ¬Ä¤¬Ä•¬¤¬æ‚½Âں™æ¬Ä¤©‚Äę½ÞæË
reach online audiences who purchase consumer
™½™æÚËĬÞõ¬‚ËÃÙڏ™Þ¬æ™ÞɁËڕ¬Ä¤æË
+ËËæÞê¬æ™ȼʃǾȃɁȄʙË£™½™æÚËĬÞ‚Ä•שüÞ¬‚½ٕ¬‚
were purchased online in 2020.

Jõ™Ú‚½½ȼ橙ÄêΙÚË£¬Äæ™ÚęæêޙÚÞ¬Ä.ĕËęެ‚¬Þ
ËÄæ¬Äê¬Ä¤æˬďڙ‚Þ™ȼ•Ú¬õ™ÄŽü橙¤ÚËö橬Ä
ÞÂÚæשËęËöęÚÞ©¬×æËȂȁʙË£.ĕËęެ‚×Ë×꽂æ¬ËÄ
Žü9‚Äê‚ÚüǽǻǽǼ‚Ä•×ڙ•¬æ™•æˬďڙ‚Þ™æËȃȄɁǽǼʙ
in 2025 based on Statista.com.

3
A representative sample of 15,000
influencers working on Instagram
and Youtube were analyzed for this
study based on data collected
between January – April 2021.
Our experts have analyzed
sponsored influencer posts
and identified collaborations with
the technology industry giving
insights into how to run effective
influencer campaigns in the This report is powered by LEMON.
technology business.

8
“
According to
Hootsuite, +38.9% of
electronics and physical

“
media were purchased online
in 2020.

Client:

4
DËË£.Äĉê™Ä™ÚÞ‚ÚËÞÞ×½‚æ£ËÚà õ™Ú‚¤™DËɁË£%˽½Ëö™ÚÞ
û‚Ã×½™Ȼ

215,000

14,671

5,175
37,000

Youtube Instagram Youtube Instagram

4
Instagram Audience

Instagram Average of Followers Instagram Engagement

Nano 4,594 Nano 5,52%

Micro 26,952 Micro 3,86%

Macro 143,532 Macro 4,31%

Mega 1,121,484 Mega 4,23%

0 30,000 60,000 90,000 120,000 150,000 0 1 2 3 4 5 6

5
Top-performing
c™©.Äĉê™Ä™ÚÞ
GadgetIn
7.2M followers

Gaptech.id K2G Al & Tish

215k followers 182K followers

Kudettech_ Gadget Apa

271K followers 110K followers

7
The Food and
Beverage Industry
7
A representative sample of 5,000
¬Äĉê™Ä™ÚÞöËÚº¬Ä¤ËÄ.ÄÞ悤ڂÃ
‚Ä•yËêæꎙö™Ú™‚Ä‚½üā™•£ËÚ橬Þ
Þæê•üŽ‚Þ™•ËÄ•‚悏˽½™æ™•
Ž™æö™™Ä9‚Äê‚Úüɞ×Ú¬½ǽǻǽǼɁJêÚ
™ûיÚæÞ©‚õ™‚Ä‚½üā™•Þ×ËÄÞËڙ•
¬Äĉê™Ä™Ú×ËÞæÞ‚Ä•¬•™Äæ¬Ĉ™•
Ë½½‚ŽËڂæ¬ËÄÞö¬æ©£Ë˕ʥ
Ž™õ™Ú‚¤™Þ¤¬õ¬Ä¤¬ÄÞ¬¤©æÞ¬ÄæË©Ëö
æËÚêÄ™ą™æ¬õ™¬Äĉê™Ä™Ú
‚Ãׂ¬¤ÄÞ¬Ä橙%ʥŽêެęÞÞɁ This report is powered by LEMON.

8
Food and beverage industry is an industry that processes
raw materials into consumer food. Based on the
cekindo.com

Despite the COVID-19 pandemic,

the F&B sector successfully
recorded a positive year-on-year
¤ÚËöæ©‚æǾɁȄǿʙ¬Ä橙ĈÚÞæÙê‚Úæ™Ú
of 2020. During January - April
2021 has total value of Rp27 Billion
($1.95 Billion) of the online food
delivery market with 37.34 Million Client:
people using online services to
order take-away food delivery.
The number of users is expected to amount to 74.8m
users by 2025 based on statistica.

9
Instagram Average of Followers Instagram Engagement

Nano 6,274 Nano 3.00%

Micro 27,337 Micro 3.20%

Macro 107,931 Macro 4.57%

Mega 1,065,389 Mega 4.27%

0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 0 1 2 3 4 5

10
Instagram Audience

Gender split Age split

29.73%
30
0 - 17
25
21.02% 18 - 24
19.50%
20 18.13%
25 - 34
52.18% 47.82% Male 15
11.62% 35 - 44
Female 10
Over 45
5

11
Top performing
%Ë˕ʥ™õ™Ú‚¤™.Äĉê™Ä™ÚÞ

Magda Farah Quin Yackikuka

Farida Nurhan Arnold Poernomo

13
The Fashion
Industry
13
The data uses samples of 13,000
ڙ¤¬Þæ™Ú™•£‚Þ©¬ËĬÄĉê™Ä™ÚÞ
working with brands on
Instagram, Youtube, Tiktok were
analyzed for this study based on
•‚悏˽½™æ™•æ©ÚËꤩ=CJD××Ɂ

This report is powered by LEMON App.

14
Introduction to the
Fashion Industry
Based on Grand View Research data, Indonesia placed on
the 6 rank as a top textile producing country in global
market share and projected to more than Rp 140T in
2020 and is expected to expand at a compound annual
growth rate of 4.4 percent from 2021 to 2028, with
growing demand for apparel from the fashion industry.

This report portrays metrics and data you need, such as

橙ÄêΙÚË£Ž™‚êæü¬Äĉê™Ä™ÚÞ‚õ‚¬½‚Ž½™‚ÚËÞÞ橙
×½‚æ£ËÚÃȼ‚õ™Ú‚¤™ÄêΙÚË££Ë½½Ëö™ÚÞæËޙ™橙ŽËææËÃ
½¬Ä™Ë£™ą™æ¬õ™¬Äĉê™Ä™ÚÞיڏ‚晤ËÚüȼ™æɁüׂü¬Ä¤
close attention to these factors, we were able to gain a
ËÃ×ڙ©™ÄÞ¬õ™êĕ™ÚÞæ‚Ä•¬Ä¤Ë£ö©¬©×½‚æ£ËÚÂĕ‚¤™
¤ÚËê×橙Ž™‚êæü¬Ä•êÞæÚüÞ©Ë꽕£ËêÞËÄ£ËÚ.Äĉê™Ä™Ú
Âں™æ¬Ä¤¬ÄËڕ™ÚæËÚêÄ™ą™æ¬õ™‚Ãׂ¬¤ÄÞɁ
15
Number of Fashion influencers Average number of
across the platform followers on Instagram
2,208,481

378,669
11,782

5,109 37,996
3,284
6,765

Youtube Instagram TikTok Nano Micro Macro Mega

16
Instagram Audience

Gender split Age split

35
30.02%
0-17
30
18-24
25
21.14%
20
19.37% 18.48% 25-34
47.51% 52.49% Male
15 35-45
10.99%
Female
10
Over 45
5

17
Instagram Engagements
Average Engagement Rate Instagram by category.
C¬ÚËɟ¬Äĉê™Ä™ÚÞڙ×ڙޙÄæ橙©¬¤©™Þæ™Ä¤‚¤™Ã™Äæ
ڂæ™Þ£ËÚ橙£‚Þ©¬ËĬĕêÞæÚüɁ

Nano 2.53%

Micro 4.88%

Macro 3.72%

Mega 3.52%

0 1 2 3 4 5

18
Average post views a
cross the platform
Youtube and Instagram is the most popular platform to
watch fashion content

47% 53% Instagram

Youtube

19
Audience split Youtube

0-17 148

18-24 12,239

25-34 8,735

0 3,000 6,000 9,000 12,000 15,000

20
ȀcË×V™Ú£ËÚìĤ%‚Þ©¬ËÄ.Äĉê™Ä™ÚÞ

Kyra Nayda Scharlieze Tjong Wildan Rabbani

Jessica Gion Tanaka

22
The Beauty
Industry
22
The data uses samples of 15,000
ڙ¤¬Þæ™Ú™•Ž™‚êæü¬Äĉê™Ä™ÚÞ
working with brands on Instagram,
Youtube, Tiktok were analyzed for
橬ÞÞæê•üŽ‚Þ™•ËÄ•‚悏˽½™æ™•
through LEMON App. LEMON
‚Ä‚½üā™•Þ×ËÄÞËڙ•¬Äĉê™Ä™ÚÞ
¬ÄÞ¬¤©æ•‚悏˽½‚ŽËڂæ¬ËÄö¬æ©Ëõ™Ú
ǼǻǻŽ™‚êæüŽÚ‚Ä•Þ¤¬õ¬Ä¤¬ÄÞ¬¤©æ
¬ÄæË橙Þæ‚æ™Ë£¬Äĉê™Ä™Ú
marketing in the beauty industry. This report is powered by LEMON App

23
Introduction to the
Beauty Industry
The beauty industry in Indonesia has a large and growing
market share and is predicted to grow to Rp 570T by
2022. In recent years, it has become a lifestyle for a lot of
Indonesians to maintain their looks.

This report portrays metrics and data you need, such as

橙ÄêΙÚË£Ž™‚êæü¬Äĉê™Ä™ÚÞ‚õ‚¬½‚Ž½™‚ÚËÞÞ橙
×½‚æ£ËÚÃȼ‚õ™Ú‚¤™ÄêΙÚË££Ë½½Ëö™ÚÞæËޙ™橙ŽËææËÃ
½¬Ä™Ë£™ą™æ¬õ™¬Äĉê™Ä™ÚÞיڏ‚晤ËÚüȼ™æɁüׂü¬Ä¤
close attention to these factors, we were able to gain a
ËÃ×ڙ©™ÄÞ¬õ™êĕ™ÚÞæ‚Ä•¬Ä¤Ë£ö©¬©×½‚æ£ËÚÂĕ‚¤™
¤ÚËê×橙Ž™‚êæü¬Ä•êÞæÚüÞ©Ë꽕£ËêÞËÄ.Äĉê™Ä™Ú
Âں™æ¬Ä¤¬ÄËڕ™ÚæËÚêÄ™ą™æ¬õ™‚Ãׂ¬¤ÄÞɁ

24
Number of Beauty influencers Average number of
across platforms followers on Instagram

2,080,257

13,441 384,683

5,580 37,525
3,772
4,790

Youtube Instagram TikTok Nano Micro Macro Mega

25
Instagram Audience

Gender split Age breakdown

29.37%
30

25 0-17
21.65%
20.14%
20
17.47%
18-24

15 25-34
38.88% 61.12% Male 11.37%
35-45
10
Female
Over 45
5

26
Instagram Engagements

Average Engagement Rate Instagram by category.

D‚ÄËɟ¬Äĉê™Ä™ÚÞڙ×ڙޙÄæ橙©¬¤©™Þæ™Ä¤‚¤™Ã™Äæڂæ™ÞɁ

Nano 7.67%

Micro 4.66%

Macro 6.24%

Mega 3.80%

0 1 2 3 4 5 6 7 8

27
 Data Average Reach Rate Instagram per category.
Percentage number of executed campaigns.

Nano 54.88%

Micro 31.13%

Macro 11.42%

Mega 2.57%

0 10 20 30 40 50 60

28
Average post views a
cross the platform
Youtube and Instagram is the most popular platform to
watch beauty content.

33.15%
26.97%

Youtube

Instagram

TikTok
39.88%

29
Audience split Youtube

0-17 26.83%

18-24 43.81%

25-34 29.36%

0 10 20 30 40 50

30
Female Audience across the platform
Male audiences data only available on Instagram platform

27.87%

34.42%

TikTok

Instagram

Youtube

37.71%

31
ȀcË×V™Ú£ËÚìĤ.Äĉê™Ä™ÚÞ

Cindercella Tyna Kanna Mirdad Kiara Leswara

Astari Budi Angelicca Marthin

33
 Methodology
Quarterly Industry reports reflect the state of LEMON database at the beginning of the following
quarter reports. The data is pulled only once and is not updated between releases.
The other sources are from Hootsuite and Statista.
Minimum threshold for the report to be generated is 1.000 profiles on Instagram for the given
region and category combination. When the combination for a specific slide does not meet the
threshold, if possible, data for broader area is provided instead.

34
 LEMON is #1 Influencer Platform for nano and micro influencers,
trusted by 45,000+ influencers and 2,000+ brands.
With one platform, you’ll have the tools to manage your hundreds of influencers and manage your campaign, to
create word of moth for your marketing campaign.
LEMON is built to help any team get started today and focus on your marketing campaign to work more efficiently.
Learn more at lemon.co.id

35
 LEMON Platform

marketing@lemon.cm

lemon.co.id/wa

lemon.co.id

36