Influencers in Indonesia Have a Ton of Followers—and Power to Drive Sales - eMarketer

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Influencers in Indonesia Have a Ton of Followers—and Power to Drive Sales

Over 70% have made a purchase after watching an influencer ad

January 19, 2017

Influencer marketing is a big deal in Indonesia. Nearly two-thirds of internet users in the world's fourth-most populous country use Facebook to follow influencers, according to a November 2016 survey from DI Marketing. And, nearly 50% also use websites and YouTube to follow them.

Channels Used by Internet Users in Indonesia to Follow Influencers, Nov 2016 (% of respondents)

The study also showed how influencers drive sales. The survey, which polled 500 internet users in Indonesia, found that 71% purchased a product after watching an influencer ad.

What best practices do brands need to know to take advantage of that confidence in influencers?

"You actually have to engage the influencer," said Ghani Kunto, founder and director of Indonesia-based market research and consulting firm Empathetic Marketing. "When I was running a campaign for a fashion brand, they wanted to get a whole bunch of influencers, but what we did instead was we just got one influencer who is respected among other influencers."

He pointed out that instead of targeting a multitude of influencers on Facebook, finding one whose tastes and ideas mesh with the target audience is more effective.

—Ben Clague

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