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Statistical Overview: Most Popular SNS Content in Indonesia

Entertainment Content Tops the List of Preferred SNS Posts in Indonesia (76%)

According to data from the research firm Populix, the most favored type of SNS content (including photos and videos) among Indonesians is entertainment (76%), followed by product reviews (67%) and gourmet-related content (63%).

Within the entertainment category, content featuring religious themes—primarily Islamic—is especially popular. Given that approximately 86% of the Indonesian population is Muslim, television programs themed around Islam have long been mainstream.

Typical content includes lectures or sermons delivered by religious figures, addressing people’s concerns or answering everyday questions. Short videos and photo-based content summarizing practical lifestyle tips or incorporating quizzes and games are also widely appreciated.

The popularity of product review content can be attributed to the growing trend of online shopping. In particular, younger generations who are adept at using social media tend to conduct thorough research before making purchases, which has fueled the rise of review videos. Moreover, some viewers enjoy watching review content even if they have no intention of purchasing the product, simply because they find the content entertaining.

Survey Results: Ranking of Popular SNS Content in Indonesia

The following are the summarized results of the survey:

1st – Entertainment (76%)
2nd – Product Reviews (67%)
3rd – Gourmet (63%)
4th – Trending News (62%)
5th – Shopping (50%)
6th – Fashion (49%)
6th – Skincare (49%)
7th – Sports (42%)
8th – Cosmetics (38%)
9th – Latest Gadgets (33%)
10th – K-pop News (30%)
11th – Concert Information (21%)

Source: Populix Instagram @populix.co

Video Insights: Popular SNS Content Trends in Indonesia

Public Quizzes on Islamic Knowledge in the Streets

This video features the popular content creator Ria Ricis, who engages women on the street with a quiz on Islamic knowledge, offering a cash reward for correct answers—a common format in Indonesian entertainment content.

The interaction begins with Ms. Ricis asking the women whether they follow her Instagram or TikTok accounts, verifying their responses by checking their phone screens.

She then asks, “Can you name all five pillars of Islam?” One of the women answers, “Shahada (faith), Salat (prayer), Sawm (fasting), Zakat (almsgiving), and, if possible, Hajj (pilgrimage),” which is correct. As a reward, both women receive ten 100,000-rupiah bills, totaling approximately $65*.

*Estimated at an exchange rate of IDR 15,300/USD.

Product Review by a Popular YouTuber

This video showcases a review of gaming merchandise by Yudist Ardhana, a prominent actor and highly popular YouTuber.

In the video, he picks up a small frying pan and jokes, “You can’t do anything with this. It’s probably just for decoration or a toy.” Holding a tiny helmet, he comments, “It’s so small—whose head could possibly fit in this?” With humorous remarks and a quick pace, he continues introducing the products.

The video concludes with Yudist trying out a toy frying pan that shoots soft, BB-like pellets. After the demonstration, he wraps up with a punchline: “But the easiest way to use this is just to smack someone with it directly! Bang!”

The combination of a distinctive appearance, high energy, and rapid speech is a common trait among successful short video creators. Their content is designed to be attention-grabbing and keep viewers engaged.

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SNS as an Integral Part of Indonesian Life

Social networking services (SNS) have become inseparable from daily life in Indonesia. Using SNS for communication and information sharing is now standard. The rise of “social commerce,” where transactions occur via SNS platforms, is especially notable. Indonesians often rely on SNS not only to gather product information before making a purchase but also to select items, make payments, and post reviews—all within the same platform.

For the younger generation, casual time-killing no longer means channel surfing or web browsing. Instead, it typically involves watching short-form videos on platforms such as YouTube, Instagram, or TikTok, or researching products they are interested in. In this sense, the habits of Indonesian youth are not so different from those of their Japanese counterparts.