Popular Social Media Platforms in Indonesia: Usage Trends and Purposes
- Publish
- 2022/07/21
- Update
- 2025/08/16
- You can read this article in 7minutes
When conducting marketing activities in Indonesia, utilizing various social media platforms—such as Instagram, Facebook, and TikTok—for promotional purposes is essential.
In Japan, one can easily access various data on social media usage, and since most individuals use some form of social media in their daily lives, it is relatively easy to visualize how users interact with these platforms.
However, in the case of Indonesia, few people regularly gather local information, and it is likely that many lack Indonesian acquaintances or friends. As a result, understanding the actual usage patterns and purposes of social media in Indonesia can be quite challenging.
This article aims to provide a detailed explanation of the current state of social media in Indonesia based on the most recent 2022 survey data. We hope this serves as a useful reference for companies considering expanding into the Indonesian market.
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Internet Usage Rate
The internet usage rate in Indonesia stands at 73.7%, which is approximately 20 percentage points lower than Japan’s 94.0%. This discrepancy is primarily due to significant differences in usage rates between major urban centers like Jakarta and rural or less-developed regions.
There are notable distinctions between metropolitan areas such as Jakarta and regional cities—not only in terms of internet access but also in consumer behavior and average monthly income. Therefore, it is not advisable to approach marketing strategies with a one-size-fits-all perspective under the general label of “Indonesia.”
Considering Indonesia’s total population, it can be estimated that approximately 73.05 million people are still not using the internet. This suggests substantial potential for continued growth in internet user numbers.
Source: We Are Social UK, Digital 2022
Precautions when conducting an on-site inspection in Indonesia
Some visitors consider, "My primary purpose is to conduct maintenance work at the factory, but the visa application process appears cumbersome. I will simply enter on a Visa on Arrival (VOA) and carry out the work discreetly."
However, there have been numerous cases where entering without the appropriate visa for the intended activities has resulted in significant legal and operational issues. It is therefore strongly advised to obtain the correct visa prior to travel.
Here are the types of visas and their purposes.
Device-Based Usage
The following table compares web traffic by device type between Indonesia and Japan:
| Device | Indonesia | Japan |
|---|---|---|
| Mobile Phones | 62.76% | 39.54% |
| Desktop Computers | 36.90% | 57.69% |
| Tablets | 0.35% | 2.63% |
| Others (e.g., Game Consoles) | 0% | 0.14% |
Source: Global Digital Insights, DIGITAL 2022: INDONESIA
Compared to Japan, Indonesia shows a significantly higher proportion of traffic originating from mobile phones. Conversely, the share of traffic from desktop computers and tablets is noticeably lower than in Japan.
This trend is also reflected in Google Analytics data accessible by PT. TRICRUISE MARKETING INDONESIA, which consistently shows that mobile devices account for the majority of user access across various client websites.
As a side note, due to the widespread availability of affordable smartphones from Chinese manufacturers, Android users significantly outnumber iPhone users in Indonesia.
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Social Media Usage in Indonesia
Most Widely Used Social Media Platforms
The following is the result of a multi-response survey conducted among Indonesian internet users aged 16 to 64, in which participants were asked which social media platforms they use:
| Social Media Platform | Usage Rate |
|---|---|
| 88.7% | |
| 84.8% | |
| 81.3% | |
| TikTok | 63.1% |
| Telegram | 62.8% |
| 58.3% | |
| Facebook Messenger | 48.6% |
| LINE | 39.7% |
| 36.7% | |
| Kuaishou | 35.7% |
Source: We Are Social UK, Digital 2022
Usage by Platform
The most widely used social media platform in Indonesia is WhatsApp. While this application may be unfamiliar to many in Japan, it is one of the world’s most popular messaging apps, boasting over 2 billion users globally. Although LINE dominates the Japanese market, WhatsApp is more prevalent on a global scale.
Indonesia is no exception—WhatsApp is widely used across all age groups and demographics. With approximately 84.8 million users, it is the primary means of communication for families and friends. A significant difference from Japan’s LINE is that WhatsApp accounts are directly linked to users’ phone numbers, making it a standard tool for work- and school-related communication as well.
From a business perspective, WhatsApp enables two-way communication between users and companies. Much like official LINE accounts in Japan, corporate WhatsApp accounts can be used to promote services and handle inquiries, making it an essential tool for customer engagement and relationship building.
Additionally, WhatsApp offers a version tailored to small and medium-sized enterprises—WhatsApp Business. Through this platform, businesses can build trust by creating official profiles, share product catalogs, and utilize features that enhance promotional activities. It is a tool worth considering for any company planning to enter the Indonesian market.
Instagram, which enjoys immense popularity in Japan, is also highly favored in Indonesia, with a user base of approximately 99.15 million. The majority of Indonesian Instagram users fall within the 18–24 age group.
| Age Group | Male Users | Female Users |
|---|---|---|
| 13–17 | 5.1% | 7.0% |
| 18–24 | 17.2% | 20.0% |
| 25–34 | 15.8% | 16.6% |
| 35–44 | 5.5% | 6.1% |
Most users post content about their daily lives in a diary-like fashion. Similar to Japan, many users are conscious of aesthetic appeal—commonly known as “Instagrammable” content. However, recent trends indicate a shift from feed posts toward increased usage of Stories and Reels.
In addition to daily life sharing, a significant number of users leverage Instagram for information gathering. Topics often include drama, music, and idols, with users actively disseminating and collecting content related to their interests.
Furthermore, Instagram’s shopping features have given rise to a thriving e-commerce environment. Companies that offer visually appealing products—such as apparel and cosmetics—are encouraged to consider launching a dedicated Instagram account in Bahasa Indonesia to tap into this active user base.
Facebook has approximately 129.9 million users in Indonesia, representing a significant portion of the country’s population.
| Gender | User Distribution |
|---|---|
| Male | 54.1% |
| Female | 45.9% |
The proportion of male users is slightly higher. Unlike Japan, where Facebook tends to attract an older demographic, the majority of users in Indonesia fall within the 18–24 age range. According to Meta, as of January 2022, Facebook’s advertising reach in Indonesia amounted to 63.4% of all internet users.
However, despite its large user base, it is not advisable to rely solely on Facebook for advertising. Just as in Japan, different social media platforms attract different primary user demographics. It is crucial to consider the compatibility between the platform’s user characteristics and the intended target audience when planning web advertising.
That said, Facebook remains a valuable tool for maintaining connections with old friends and facilitating close-knit communication through group features. These real-world usage patterns should be taken into account when deciding whether or not to pursue marketing initiatives via Facebook.
TikTok
TikTok has seen explosive global growth in recent years, and Indonesia is no exception. The platform boasts approximately 92.07 million users in the country.
The gender distribution is skewed toward women, who account for around 66% of users. Additionally, a significant characteristic of TikTok’s user base in Indonesia is that 40% belong to Generation Z (data sourced from Ginee).
| Gender | Percentage |
|---|---|
| Male | 34.0% |
| Female | 66.0% |
| Age Group | Share of Users |
|---|---|
| 13–17 | 13% |
| 18–24 | 40% |
| 25–34 | 37% |
| 35–44 | 8% |
| 45+ | 3% |
Although TikTok is primarily known for short-form video content, it is increasingly being used as a source of information. Popular content includes tutorial videos on topics such as how to wear a hijab or perform DIY projects.
TikTok’s advertising reach in Indonesia spans 45.0% of all internet users, regardless of age. If your business targets younger demographics, utilizing TikTok should be considered as part of your digital marketing strategy.
In Japan, LINE, Instagram, and Twitter are among the most widely used social media platforms. However, Twitter’s user base in Indonesia is relatively limited. The platform has approximately 18.45 million users in Indonesia, which is significantly fewer than Japan’s 45 million users.
Approximately 53% of Twitter users in Indonesia are male, and the number of users aged 45 and older is notably low.
| Gender | Share of Users |
|---|---|
| Male | 53% |
| Female | 47% |
| Age Group | Share of Users |
|---|---|
| 16–24 | 42% |
| 25–34 | 36% |
| 35–44 | 18% |
| 45–54 | 3% |
| 55–64 | 1% |
Recently, the platform has been frequently used by politicians to post campaign content. Similar to Japan, Twitter in Indonesia is characterized by a high number of anonymous users and serves as a communication tool among people with shared interests, such as idols, dramas, and music.
In addition, many users rely on Twitter in place of search engines to gather the latest information, and some use it as a platform to freely express their honest thoughts—patterns that closely mirror those in Japan.
YouTube
YouTube, which enjoys overwhelming popularity in Japan, also boasts a massive user base of approximately 139 million in Indonesia.
It is widely used across all age groups and demographics. The most popular content categories include:
- Movies
- Music (music videos, cover songs, etc.)
- Comedy and entertaining clips
- Sports
- Gaming videos
- Cooking and recipes
- Beauty care (including tutorials)
- DIY
- Travel
Source: Good News from Indonesia, “Tren Penggunaan Media Sosial di Indonesia, Youtube Paling Banyak Diakses”
Similar to trends observed in Japan, YouTube is often cited as a factor contributing to a decline in traditional television viewership. An increasing number of children in Indonesia aspire to become YouTubers. However, despite this trend, television continues to hold substantial influence in Indonesia—more so than in Japan.
As of January 2022, YouTube advertisements reached 67.9% of all internet users in Indonesia.
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Domestic corporation
Recruitment Agency
We set up a domestic capital company in Indonesia using the name of a former employee from Japan’s Specified Skilled Worker program. At first, communication was smooth, but once the business became profitable, they claimed ownership, seized bank accounts and contracts, and disrupted client relations. A contract was in place but ineffective, leaving us to regret relying solely on trust.
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Foreign-owned corporation
Machinery Manufacturer
We hired a local consulting firm to set up our foreign-owned company in Indonesia, but responses were slow and explanations kept changing. Repeated requests for extra documents and shifting requirements disrupted our schedule, and the process took nearly a year, delaying our business launch. We learned the importance of clearly defining project management and responsibilities in the contract.
Conclusion
This article has provided an overview of social media usage purposes and user demographics in Indonesia.
You may have noticed several key differences from Japan, such as the widespread popularity of apps like WhatsApp—which are relatively unfamiliar in the Japanese market—and the comparatively low number of Twitter users.
While gaining an understanding of these differences is important, managing social media accounts in Bahasa Indonesia or launching ad campaigns locally can still be challenging. At PT. TRICRUISE MARKETING INDONESIA, our Indonesian staff members are fluent in Japanese and handle a variety of related tasks, allowing you to entrust operations with confidence.
If your company is considering expanding into the Indonesian market, please feel free to contact us for support and consultation.
We create a WhatsApp group, allowing you to contact us anytime for free if any issues arise during your business trip. Unexpected troubles can occur during on-site visits, but with our team-based support, we can resolve problems quickly and efficiently.
