Daniel Slotta
Research expert covering Greater China
Social media in Indonesia - statistics & facts
Imagine a country where nearly half of the population is actively engaging on social media daily. In Indonesia, that’s reality. Driven by increasing internet access and the affordability of smartphones, social media has become an integral part of everyday life. As of February 2025, Indonesia had around 143 million active social media users, ranking third in Asia Pacific, after China and India, and the largest in Southeast Asia. For most Indonesians, social media has been a tool to communicate and interact with friends and family. However, a recent trend suggests that an increasing number of brands have been utilizing social media as a complementary component to their marketing operations.
As Indonesia’s digital presence grows, social media has become a driving force in marketing and influence. With new platforms emerging and consumer trends evolving, its impact goes beyond connection – it is shaping the economy.
Leading social media platforms in Indonesia
Facebook is the leading social media platform in Indonesia, with a market share of approximately 56 percent in 2024. A latest data on social media apps on Android revealed that as of November 2024 Android users in Indonesia spent an average of 12 hours and 50 minutes per month on Facebook. Many Indonesians not only use Facebook as a social networking platform but also as a source of entertainment and breaking news. However, as per current developments, the popularity of Facebook may soon be overtaken by other social media platforms such as WhatsApp and Instagram. As of the third quarter of 2024, both social networking platforms had a higher penetration rate than that of Facebook. In that period, WhatsApp had the highest social media penetration rate in Indonesia, at approximately 92 percent.What are the current social media trends in Indonesia?
In recent years, social media has developed into a valuable advertising and marketing tool for Indonesian brands. Social media marketing strategies such as influencer marketing is considered key in a country where the average daily time spent on social media reaches three hours and eight minutes. By being active on social media or by collaborating with an influencer, brands hope to enlarge their customer base and increase brand awareness to attract potential customers. Based on recent findings, 76 percent of Indonesians followed at least one influencer on social media. In addition, around 68 percent of social media users in the country stated that they had purchased an item or product because it was endorsed by an influencer. In 2024, influencer advertising spending in Indonesia amounted to approximately 225 million U.S. dollars. This value is expected to continue to rise and reach nearly 411 million U.S. dollars by 2030.As Indonesia’s digital presence grows, social media has become a driving force in marketing and influence. With new platforms emerging and consumer trends evolving, its impact goes beyond connection – it is shaping the economy.
