Current Trends of TikTok Usage and Popular TikTokers in Indonesia
- Publish
- 2022/11/08
- Update
- 2025/08/16
- You can read this article in 6minutes
TikTok, the most rapidly growing social media platform, surpassed one billion monthly active users (MAUs) globally in September 2021. In Indonesia, TikTok is rapidly gaining popularity.
However, when considering web-based customer acquisition, it’s important not to decide on a platform solely based on user numbers. Instead, promotions should be implemented with consideration of each platform’s characteristics and its alignment with potential customers.
This article introduces the usage patterns of TikTok in Indonesia, the characteristics of its users, and case studies of how Japanese companies are leveraging TikTok. Businesses considering using TikTok for customer acquisition in Indonesia are encouraged to refer to this article.
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Latest TikTok Usage in Indonesia
This is a ranking of TikTok’s advertising reach by country. Indonesia ranks second with 106.9 million, while Japan ranks 17th with 18.68 million.
This data shows that TikTok is widely used in Indonesia compared to many other countries.
(Note: Advertising reach refers to the number of times an ad reaches a TikTok user aged 18 and above. While it is different from the actual number of users, it provides useful insight into social media usage.)
Source: DataReportal “The Latest TikTok Statistics: Everything You Need to Know — DataReportal – Global Digital Insights”
User Growth Trends
As of July 2021, Indonesia had 92.2 million TikTok users, a 2.4-fold increase from 37.7 million users in April 2020. This rapid growth is attributed to the increase in users spending more time at home during the COVID-19 pandemic.
The number of users continued to grow, reaching 100.9 million in January 2023, making Indonesia the second-largest TikTok user base in the world.
Additionally, according to a report by We Are Social in February 2022, the average time spent by Indonesians on TikTok increased by 67% year-on-year, reaching 23.1 hours per month. This indicates that Indonesians are spending more time on TikTok.
Source: DataReportal “Digital 2022: Indonesia”
Reference: databoks “Indonesia Ranks Second in TikTok Usage in the World as of Early 2023”
User Demographics
The user demographics of TikTok in Indonesia reveal a notable characteristic compared to other social media platforms: the platform has a higher percentage of female users. Additionally, TikTok users in Indonesia are predominantly young, with Generation Z accounting for nearly half of the users. However, 37% of users are aged between 25 and 34, indicating that the age range of TikTok users is expected to expand further in the future.
Gender Distribution
- Male: 32%
- Female: 68%
Age Distribution
- 13–17 years: 13%
- 18–24 years: 40%
- 25–34 years: 37%
- 35–44 years: 8%
- 45 years and above: 3%
Source: DataReportal “Digital 2022: Indonesia”
Additionally, this chart shows the income distribution of TikTok users in Indonesia, divided into three categories. While the wealthy class in Indonesia constitutes less than 1% of the population (as of 2022), they represent 9% of TikTok users.
Household Income Distribution
- High income: 9.5%
- Middle income: 44.1%
- Low income: 38.8%
Reference: Ginee “Pengguna TikTok Indonesia Gempar, Potensi Cuan Menggelegar!”
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.
Perceptions of TikTok in Indonesia
TikTok has rapidly increased its user base in Indonesia, but what kind of impressions do Indonesians have of the platform, and how do they use it?
Here is a summary of the current perceptions of TikTok among Indonesians, based on local feedback.
Positive Impressions
- Access to Latest Information
TikTok allows users to stay updated with the latest information. - Diverse and Engaging Content
Users can enjoy a variety of interesting content, including fun videos, educational materials, cooking recipes, makeup tutorials, and skincare tips. - Learning Opportunities
There is a wealth of learning content on TikTok, which helps motivate children to engage in learning. - Potential Income Source
Some TikTok users earn money through live streaming tips or brand collaborations, making TikTok a significant source of income for them.
Negative Impressions
- Inappropriate Content for Minors
There is concern about the inappropriate content available to minors on the platform. - Security and Privacy Concerns
Many users are worried about personal information security. - Increased Smartphone Addiction
TikTok is seen as contributing to an increase in smartphone addiction, with users often losing track of time while watching videos. - Spread of Misinformation
Misinformation is prevalent on the platform.
In 2018, posts with sexual content or religious disrespect were flagged, leading to TikTok being banned by the Indonesian government. While measures have since been taken and the platform is operational again, TikTok still carries a reputation for containing inappropriate content.
Additionally, since TikTok is owned by ByteDance, a Chinese company, many users express concerns about the security of their personal data.
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Popular TikTok Accounts in Indonesia
A common trend among TikTokers worldwide is that it’s not easy to generate substantial income solely from TikTok. As a result, many TikTok stars transition to YouTube, where they earn ad revenue. On the other hand, well-known YouTubers and celebrities have also started using TikTok to enjoy casual interactions with their followers.
This section introduces some of the most popular TikTok accounts in Indonesia.
Ria Ricis (@riaricis)
Ria Ricis, an actress and influencer from Indonesia, has gained immense popularity, with 29 million followers on TikTok. She is also active on other social media platforms, with 30.6 million YouTube subscribers and 32 million Instagram followers (as of October 2022).
NOTNOT (@notnot8)
Cahya Niyrn, a beauty influencer from Indonesia, runs this account. She has 2.19 million YouTube subscribers and often does live streams of gaming sessions. She also posts brand collaborations to promote products. This highlights the increasing use of influencers for product promotions in Indonesia.
Sandys (@sandys.ss)
Sandys, a popular TikToker in Indonesia, has gained a large following through cover dances and lip-sync videos, which are typical TikTok content. What stands out about him is his remarkable posting frequency, with several videos posted almost every day.
On platforms like Instagram or Twitter, frequent posting can overwhelm followers’ timelines and may lead to annoyance. However, on TikTok, posts from users you don’t follow also appear frequently on your timeline, meaning that posting multiple times a day doesn’t necessarily lead to backlash from followers.
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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.
Case Studies of TikTok Utilization in Indonesia
Acquiring customers directly through TikTok can be challenging. For e-commerce sites and physical store promotions, it is often necessary to redirect users from TikTok to external websites.
Therefore, using TikTok for raising brand awareness or communicating with users is more practical. However, even for well-known companies, creating “TikTok-friendly” videos is essential for the content to spread among users.
Here are examples of Indonesian companies successfully leveraging TikTok.
Indomie (@indmieid)
This is the account for Indomie, an instant noodle brand born in Indonesia.
Indomie shares videos showcasing how to make their products, which are visually appealing and stimulate the viewers’ appetites. They also actively create TikTok-friendly content, including recipe ideas and vlog-style videos, which serve as excellent examples for other brands.
By the way, this product is also available for purchase in Japan.
UNIQLO Indonesia (@uniqloindonesia)
This is the official account for UNIQLO Indonesia. UNIQLO enjoys massive popularity in Indonesia.
A notable feature is their use of a call-to-action (CTA) in their profile, which directs users to download the app. They also engage with users by liking comments, demonstrating an active approach to communication.
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Leave TikTok Operations to a Trusted Professional
Considering the number of users, establishing a TikTok account in Indonesia seems to be a high priority. However, completing promotions solely on TikTok can be challenging, and in most cases, it is necessary to redirect users to external sites.
Moreover, when it comes to product purchases, platforms like Facebook and Instagram are more commonly used, so it may be more effective to establish accounts on those platforms first.
That said, TikTok’s explosive viral potential can be used to rapidly increase brand recognition.
To effectively operate a TikTok account or run TikTok ads, it’s necessary to communicate in Indonesian. At PT. TRICRUISE MARKETING INDONESIA, we have Indonesian employees who speak Japanese and can confidently handle various tasks.
If your company is considering expanding into Indonesia, please feel free to contact us.
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.
