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According to a survey on the most-viewed content formats on social media conducted in Indonesia in June 2023, approximately ** percent of Indonesian respondents stated that they enjoyed watching TikTok videos. Meanwhile, ** percent of them stated that they enjoyed watching Instagram posts.  

Exploring video content trends and advertising impact in Indonesia 

From music to video tutorials, videos have become the most popular visual medium on the internet. In 2023, almost every Indonesian watched online videos weekly. Video advertising, whether from trusted brands or influencers, has also increased in recent years and caught consumers’ attention. A recent study revealed that the most influential advertisements for Indonesians were those made by well-known brands compared to influencers. In addition, Indonesian consumers will be more likely to click on ads on social media when the content is relevant to them.

The changing face of social media: Trends in Indonesia's online landscape

From the era of Vine to the rise of TikTok, short video memes became the core of social media content. These memes have since been adopted by other popular social media platforms such as Instagram, YouTube, and Facebook. As of 2023, it is estimated that more than *** million people are TikTok users in Indonesia. However, TikTok’s dominance does not overshadow the significance of Facebook. Although Facebook users are gradually declining in Indonesia, it still has the largest market share among social media platforms, especially on mobile phones and tablets.