According to information from NapoleonCat, the highest share of Instagram users in Indonesia, 39.9 percent, were between the ages of 25 and 34 years as of December 2024. As of this date, there were approximately 90.2 million Instagram users in Indonesia, of which 54.2 percent were female and 45.8 percent male. Indonesia's Instagram landscape Indonesia stood out as one of the countries with the largest Instagram audiences globally. Based on follower counts, Instagram in Indonesia is dominated by influencers, with followers ranging from 10 to 50 thousand. As of June 2023, there were around 45.4 thousand micro-influencers on Instagram in Indonesia. Standing out as the most followed influencer accounts were popular public figures such as Raffi Ahmad and Nagita Slavina, Ayu Ting Ting, and Prilly Latuconsina. Influencer marketing trends in Indonesia As a prevalent platform for influencer marketing, Instagram held a significant share of nearly 70 percent in such campaigns in Indonesia in 2022. Nowadays, influencers are key in swaying consumer purchasing decisions. A recent study revealed that 56 percent of Indonesian consumers stated that Instagram influencers were the type of influencer whose endorsed products they would purchase. While Instagram can help consumers with their purchase decisions, an increasing number of brands are also leveraging influencer marketing to gain a larger consumer base. As of October 2022, Indonesian food and drink brands were the brands that leveraged influencer marketing the most. This was followed by fashion and beauty brands.

According to information from NapoleonCat, as of December 2024, 54.2 percent of Instagram users in Indonesia were female. As of this date, there were approximately 90.2 million Instagram users in Indonesia.

There were 106 947 500 Instagram users in Indonesia in March 2022, which accounted for 37.7% of its entire population. The majority of them were women - 52.2%. People aged 18 to 24 were the largest user group (39 600 000). The highest difference between men and women occurs within people aged 18 to 24, where women lead by 18 700 000.

The number of Instagram users in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 5.3 million users (+4.25 percent). After the ninth consecutive increasing year, the Instagram user base is estimated to reach 129.83 million users and therefore a new peak in 2028. Notably, the number of Instagram users of was continuously increasing over the past years.User figures, shown here with regards to the platform instagram, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Instagram users in countries like Philippines and Thailand.

The number of social media users in Indonesia was forecast to continuously increase between 2024 and 2029 by in total 47.3 million users (+23.18 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 251.36 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of social media users in countries like Vietnam and Thailand.

As of January 2024, India had a total of 362 million Instagram users, the largest Instagram audience in the world. The United States had 169 million users, and Brazil had 134 million. Indonesia, Turkey, and Japan ranked in fourth, fifth and sixth position, respectively. Brunei is the leading country for Instagram audience reach, with 92 percent of the population using the social media service. Guam came in second, with a penetration rate of 79.2 percent and the Cayman Islands ranked third, with 78.8 percent, followed closely by Kazakhstan, Iceland and Montenegro. It took Instagram 11.2 years to reach the milestone of 2 billion monthly active users worldwide. WhatsApp, also owned by Meta, took 11 years, whilst Facebook took 13.3 years and YouTube took just over 14 years. Instagram’s demographics in the United States As of May 2021, Instagram was the fourth most visited social media service in the United States, after Facebook, Pinterest and Twitter. Out of TikTok, Instagram and Snapchat, TikTok was the most used of all three platforms by Generation Z. Overall, 57 percent of Gen Z social media users used Instagram, down from 61 percent in 2020 and 64 percent in 2019. Instagram finds most popularity with those in the 25 to 34 year age group, and as of December 2021, roughly a third of all users in the United States belonged to this age group. The social media app was also more likely to be used by women. Most followed accounts on Instagram Instagram’s official account had the most followers as of February 2022 with over 470 million followers. Manchester United forward Cristiano Ronaldo (@cristiano) had over 401 million followers on the platform and media personality and makeup mogul Kylie Jenner (@kyliejenner) had over 309 million followers. National Geographic (@natgeo) had over 206.9 million followers, sharing educational content through its renowned photojournalism.

The number of Facebook users in Indonesia was forecast to continuously decrease between 2024 and 2028 by in total 20 million users (-11.04 percent). According to this forecast, in 2028, the Facebook user base will have decreased for the fifth consecutive year to 161.16 million users. User figures, shown here regarding the platform facebook, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period and count multiple accounts by persons only once.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Facebook users in countries like Thailand and Vietnam.

The number of Twitter users in Indonesia was forecast to continuously increase between 2024 and 2028 by in total 1.4 million users (+6.14 percent). After the ninth consecutive increasing year, the Twitter user base is estimated to reach 24.25 million users and therefore a new peak in 2028. Notably, the number of Twitter users of was continuously increasing over the past years.User figures, shown here regarding the platform twitter, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of Twitter users in countries like Malaysia and Singapore.

As of March 2025, Raffi Ahmad and Nagita Slavina was the most followed Instagram account in Indonesia, with a total of approximately 76.4 million followers. Joko Widodo was the second most followed account on the platform, with around 59 million followers.

The number of WhatsApp users in Indonesia was forecast to continuously increase between 2024 and 2029 by in total 7.3 million users (+5.83 percent). After the ninth consecutive increasing year, the WhatsApp user base is estimated to reach 132.49 million users and therefore a new peak in 2029. Notably, the number of WhatsApp users of was continuously increasing over the past years.User figures, shown here regarding the platform whatsapp, have been estimated by taking into account company filings or press material, secondary research, app downloads and traffic data. They refer to the average monthly active users over the period.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).Find more key insights for the number of WhatsApp users in countries like Vietnam and Malaysia.

According to a survey conducted in Indonesia in 2019, 86.3 percent of the respondents stated that they followed the Instagram accounts of their school or college friends. The second-most followed type of Instagram accounts by 80.2 percent of the respondents were those of family members. Instagram is popular among Indonesians, and their local celebrities and Instagram influencers have millions of followers.

According to a survey conducted in Indonesia in 2019, 85.9 percent of the male respondents stated that they followed the Instagram accounts of their school or college friends. This reflects the trend of the overall most followed type of Instagram account in Indonesia in 2019.

With a penetration rate of around 92 percent, Whatsapp was the most used social network in Indonesia. However, all the other widely known social media platforms such as Instagram and Facebook also enjoy a high penetration rate, making Indonesia one of the largest social media markets in the world. Social media in Indonesia The increasing number of internet users and the increasing affordability of smartphones has successfully changed the social media environment in Indonesia. A large share of Indonesians use smartphones for almost everything, making their daily lives more convenient For most Indonesians, social media is a convenient way to contact families in remote locations of the archipelago; it allows them to continuously interact with friends and it keeps them up-to-date with the daily news. There are quite a few who suspect that the congestion in large cities and the associated waiting times have led to social platforms enjoying ever greater popularity. The downside of social media With social media being one of the leading news sources in Indonesia, it has the power to shape public perception, sometimes negatively. The country is highly vulnerable to online hoaxes, which led the government to take action in 2019. Following electoral riots, authorities temporarily restricted access to major platforms like YouTube, Whatsapp, Facebook, and Instagram to curb the spread of fake news.

The Instagram account @kemenkes_ri is the official account of the Ministry of Health of the Republic of Indonesia which has been aggressively disseminating information on health protocols, including about the use of masks, during the Covid-19 pandemic. Along with the appeal to use masks, there is an increasing need to buy masks, including among the Indonesian millennials. Information is what consumers are looking for at an early stage in the purchase decision-making process. Therefore, this study aims to determine the influence of information on the @kemenkes_ri Instagram account towards mask purchase decisions among Indonesian millennials. The method used in this research is quantitative by distributing a survey to 100 respondents of Indonesian millennials. The data collected were analyzed using the Method of Successive Interval (MSI), normality test, homogeneity test, correlation coefficient test, determination coefficient test, simple linear regression analysis, and t test. The results of the analysis show that the information on the @kemenkes_ri Instagram account has a significant positive effect on mask purchase decisions among Indonesian millennials. Based on these results, it can be concluded that information can have an influence on consumer purchase decisions.

According to a survey conducted in Indonesia in 2019, 86.7 percent of the female respondents stated that most of Instagram accounts they had been following belong to their school/college friends, followed by family members and online shops.

According to a survey on social media usage in Indonesia conducted in February 2022, Facebook was the most used social media platform among Indonesian users, as stated by approximately 41.6 percent of respondents. Instagram came in second place, with almost 30 percent of respondents using the platform.

Indonesia’s digital environment

Indonesia is one of the leading mobile-first nations in Asia, boasting more than 220 million smartphone users as of 2022. As mobile internet penetration grows across the country, the demand for affordable data prices, greater coverage, and improved quality of service is also increasing. In 2021, 5G mobile technology was launched and gradually introduced in Indonesia. Telkomsel was the first Indonesian internet provider to have rolled out commercial 5G services in some areas of the country, followed by Indosat (IOH) and XL. These operators are now working to expand their 5G data service coverage across the country.

Social media as a marketing tool

Social media is no longer limited to personal use; many businesses have incorporated social media into their business operations. Having an influencer marketing or social commerce strategy is now considered key in a country with an average daily time spent on social media reaching up to three hours and twenty minutes. A recent survey found that around 80 percent of social media users in Indonesia would search for more information on the brand or product being endorsed when exposed to influencer marketing content.

As of January 2025, 28.3 percent of Instagram users in the United States were aged between 25 and 34 years, making up the platform’s largest audience in the country. Overall, the group with the second-highest usage was those aged 18 to 24 years, with 26.5 percent of users, followed by 19.4 percent that were aged 35 to 44 years. The age group that used Instagram the least was those older than 65 years, making up 5.8 percent of users, respectively. Popular social media platforms in the United States Instagram was the third most visited social media platform in the United States as of March 2024 across desktop, mobile, and tablet devices combined, accounting for 14.13 percent of all social media visits in the country. Despite Instagram’s popularity, Facebook remained the leading social media platform by far in the U.S., accounting for almost 50 percent of all social media visits. Pinterest and X (formerly Twitter) ranked second and fourth in terms of visits, with 21.2 percent and 10.91 percent of visits, respectively. Instagram’s global audience Instagram’s global popularity continues to surge, with no signs of slowing down. As of January 2024, the country with the largest Instagram audience was India with 362.9 million users, while the United States had the second-highest market with 169.65 million users, followed by Brazil, Indonesia, and Turkey, respectively. As of April 2024, Instagram was the third most popular social network globally, reaching two billion monthly active users.

Islamic higher education (IHE) and non-religious/general higher education (GHE) are the largest forms of higher education institution in Indonesia. IHE has utilized social media as a primary marketing channel in inter-university competitions. This study aims to (1)investigate the performance of Facebook (FB) and Instagram (IG) marketing and (2) understand FB and IG content from the point of view of marketing mix strategy. This study employs content analysis to comprehensively investigate the content disseminated across the Facebook pages and Instagram accounts of all state-IHE within Kalimantan Island, Indonesia, from January 2020 to June 2023. The engagement rate indicates the performance level of FB and IG marketing. The engagement rates on Facebook are audited utilizing https://app.sproutsocial.com, while the Instagram accounts are assessed through https://phlanx.com/engagement-calculator. FB and IG content is coded and analysed descriptively quantitatively to answer research questions. The findings revealed that engagement on FB and IG must still meet engagement rate standards. IHE has implemented the marketing mix elements, including product, price, place, promotion, people, physical evidence, and process. There was an imbalance in the percentage distribution of these elements. The people/personnel element dominated the Instagram posts, while the process element was prominent in the Facebook pages posts. The theoretical contribution of this study is IHE social media marketing theory. The study recommends to IHE to manage social media systematically by posting content that includes marketing mix elements in a balanced manner. Therefore, future studies can focus on the effect of SMM on IHE enrolment in the Indonesia context.

As of April 2024, it was found that men between the ages of 25 and 34 years made up Facebook largest audience, accounting for 18.4 percent of global users. Additionally, Facebook's second largest audience base could be found with men aged 18 to 24 years. Facebook connects the world Founded in 2004 and going public in 2012, Facebook is one of the biggest internet companies in the world with influence that goes beyond social media. It is widely considered as one of the Big Four tech companies, along with Google, Apple, and Amazon (all together known under the acronym GAFA). Facebook is the most popular social network worldwide and the company also owns three other billion-user properties: mobile messaging apps WhatsApp and Facebook Messenger, as well as photo-sharing app Instagram. Facebook usersThe vast majority of Facebook users connect to the social network via mobile devices. This is unsurprising, as Facebook has many users in mobile-first online markets. Currently, India ranks first in terms of Facebook audience size with 378 million users. The United States, Brazil, and Indonesia also all have more than 100 million Facebook users each.

This statistic shows the Instagram accounts by Indonesian celebrities, influencers or public figures with the most number of followers as of March 2019. As of that time, the actress and singer Prilly Latuconsina (@prillylatuconsina96) topped the list of most followed local Instagram accounts in Indonesia, with approximately 27.48 million followers. In comparison, the president of Indonesia, Joko Widodo (@jokowi) had approximately 18 million followers.