With a penetration rate of around ** 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 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.

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 **** percent of respondents. Instagram came in second place, with almost ** percent of respondents using the platform. Indonesia’s digital environment Indonesia is one of the leading mobile-first nations in Asia, boasting more than *** 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 * hours and ** minutes. A recent survey found that around ** 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.

According to a survey on digital news conducted in Indonesia between January and February 2024, ** percent of respondents stated that they used WhatsApp as a news source. Other popular social media platforms for consuming news were YouTube and Facebook, which were used by ** percent and ** percent of respondents, respectively.

According to a survey on the most-viewed content formats on social media conducted in Indonesia in June 2023, approximately ** percent of Indonesian respondents stated that they enjoyed watching TikTok videos. Meanwhile, ** percent of them stated that they enjoyed watching Instagram posts.   Exploring video content trends and advertising impact in Indonesia  From music to video tutorials, videos have become the most popular visual medium on the internet. In 2023, almost every Indonesian watched online videos weekly. Video advertising, whether from trusted brands or influencers, has also increased in recent years and caught consumers’ attention. A recent study revealed that the most influential advertisements for Indonesians were those made by well-known brands compared to influencers. In addition, Indonesian consumers will be more likely to click on ads on social media when the content is relevant to them. The changing face of social media: Trends in Indonesia's online landscape From the era of Vine to the rise of TikTok, short video memes became the core of social media content. These memes have since been adopted by other popular social media platforms such as Instagram, YouTube, and Facebook. As of 2023, it is estimated that more than *** million people are TikTok users in Indonesia. However, TikTok’s dominance does not overshadow the significance of Facebook. Although Facebook users are gradually declining in Indonesia, it still has the largest market share among social media platforms, especially on mobile phones and tablets.

In 2024, Facebook had the largest market share among other social media platforms in Indonesia, at around ** percent. However, Facebook's popularity may soon be outpaced by other social media platforms due to growing competition. Indonesia’s social media landscape With active social media users of more than *** million, Indonesia ranked fourth among the countries with the highest number of social media users worldwide. As of the third quarter of 2024, WhatsApp had the largest social media penetration rate in Indonesia of about ** percent. Other social media platforms such as Instagram and Facebook are also gaining popularity as an increasing number of Indonesian social media users are actively using those platforms. Social media for business purposes The use of social media is no longer limited to communicating and interacting with friends and family. Many businesses have turned to social media as part of their marketing strategies. One of these strategies includes collaborating with an influencer to promote their products and increase their customer reach. A recent finding revealed that ** percent of Indonesian social media users had purchased an item because of influencer endorsement. Trust in the influencer and being convinced by their promotions are among the leading reasons for purchasing endorsed products.

This statistic gives information on the most popular social networks according to internet users in Indonesia as of August 2012. During the survey, it was found that in the last week ** percent of internet users in Indonesia had used YouTube.

** percent of Indonesian respondents answer our survey on "Most used social media platforms by type" with "Instant messengers (e.g., WhatsApp, Facebook Messenger, WeChat)". The survey was conducted in 2023, among ***** consumers.Access millions of exclusive survey results with Statista Consumer Insights.

The number of social media users in Indonesia was forecast to continuously increase between 2024 and 2029 by in total **** million users (+***** percent). After the ninth consecutive increasing year, the social media user base is estimated to reach ****** 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 *** 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.

A survey conducted in the third quarter of 2024 in Indonesia revealed that keeping in touch with friends and family was the most popular reason for using social media among Indonesian internet users, as stated by around **** percent of respondents. Meanwhile, around ** percent of them stated that they used social media to avoid missing out on things.

According to a survey on influencer marketing conducted in Indonesia, Instagram was the leading social media platform for influencer marketing campaigns with a share of almost ** percent as of October 2022. Meanwhile, Facebook accounted for the least share with around *** percent.

According to a survey on social commerce conducted by Rakuten Insight in 2023, approximately ** percent of respondents answered that they used TikTok for purchases during the last 12 months. The same survey indicated that around ** percent of Indonesian consumers regularly shopped on social media.

According to a 2022 survey conducted in Indonesia, it was found that Instagram was the most popular social media platform that was used by the majority of respondents to find travel information or recommendations in planning their year-end holiday. It was followed by Youtube and TikTok, with respondent shares of around ** percent and ** percent, respectively. In the same period, social media was among the leading information sources for holiday travel planning in Indonesia.

As of November 2024, Android users in Indonesia spent an average of ** hours and ** minutes per month on TikTok, making it the most used social media apps in Indonesia. YouTube came in second, with an average monthly usage of ** hours and **** minutes.

According to a survey among Gen Z consumers from 2023, the most used social media platform type was instant messengers in China, Indonesia, and Malaysia. Social networks like Facebook were the most popular among Gen Z in Vietnam and Thailand, with ** and ** percent of the respondents using it regularly in 2023. About Gen Z consumers in Asia Gen Z consumers are one of the largest cohorts of consumers worldwide. According to a survey, social media websites and apps were widely used product research sources for Gen Z consumers. In China, various consumer electronics were popular among Gen Z consumers, and nearly ** percent had smartphones in 2022. Popularity of TikTok among Gen Z TikTok is a video-sharing app based in China and saw a massive growth in the number of users in the Asia-Pacific region. About ** percent of Gen Z respondents in Thailand had spent more than two to four hours a day on TikTok. The advertising reach of TikTok in Asian countries was relatively high, especially in Malaysia, Vietnam, and Thailand. With the rise of social commerce, shopping on TikTok is also gaining traction. However, most consumers in the Asia-Pacific region still research inside and outside the app or switch apps while shopping.

Which county has the most Facebook users?

              There are more than 378 million Facebook users in India alone, making it the leading country in terms of Facebook audience size. To put this into context, if India’s Facebook audience were a country then it would be ranked third in terms of largest population worldwide. Apart from India, there are several other markets with more than 100 million Facebook users each: The United States, Indonesia, and Brazil with 193.8 million, 119.05 million, and 112.55 million Facebook users respectively.

              Facebook – the most used social media

              Meta, the company that was previously called Facebook, owns four of the most popular social media platforms worldwide, WhatsApp, Facebook Messenger, Facebook, and Instagram. As of the third quarter of 2021, there were around 3,5 billion cumulative monthly users of the company’s products worldwide. With around 2.9 billion monthly active users, Facebook is the most popular social media worldwide. With an audience of this scale, it is no surprise that the vast majority of Facebook’s revenue is generated through advertising.

              Facebook usage by device
              As of July 2021, it was found that 98.5 percent of active users accessed their Facebook account from mobile devices. In fact, almost 81.8 percent of Facebook audiences worldwide access the platform only via mobile phone. Facebook is not only available through mobile browser as the company has published several mobile apps for users to access their products and services. As of the third quarter 2021, the four core Meta products were leading the ranking of most downloaded mobile apps worldwide, with WhatsApp amassing approximately six billion downloads.

In 2023, Instagram was by far the most popular social network application in Indonesia. That year, Instagram was downloaded about **** million times. Facebook came in second place, with total downloads of around ** million in the same year.

A survey conducted in Indonesia in 2023 revealed that approximately **** of respondents from both generations stated that a product or service would be more appealing if it were promoted on Instagram. The same survey revealed that most Indonesians purchased influencer-endorsed products because *********************************************** and ************************************************.

According to a survey on beauty trends conducted in Indonesia in 2023, the majority of Indonesians used Instagram to get information on skincare products. The same survey also found that social media and social media advertisements are the main sources of skincare awareness in Indonesia.

As of September 2025, Facebook accounted for around **** percent of the social media market across Asia. Comparatively, YouTube accounted for about *** percent of the social media market in Asia during this period. Meta Platforms, Inc Meta Platforms, Inc., formerly known as Facebook, Inc., is a global technology conglomerate that owns a vast social media portfolio, including Facebook, Instagram, WhatsApp, and Messenger. Facebook remains one of the world’s most popular social networks, connecting users for sharing content and building communities. Instagram focuses on photo and video sharing, including features like Stories and Reels. In 2024, Meta’s annual revenue reached ***** billion U.S. dollars, with most of its revenue coming from advertising. Meta generated approximately *** billion U.S. dollars in revenue from advertisements in that year. Meta’s market revenue and user base in APAC In 2024, Meta’s revenue from the Asia-Pacific region amounted to nearly ** billion U.S. dollars. The growing mobile-first internet user base in Asia continues to drive engagement on Meta's platforms, solidifying its dominance in the region. Asian countries such as India and Indonesia have some of the highest numbers of Facebook users globally. India also leads globally in Instagram users, reflecting the region's significant contribution to Meta's success.