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.

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 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.

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.

A 2023 survey conducted in Indonesia found that more than **** of Generation Z respondents frequently used Instagram. Furthermore, about ** percent of female respondents used TikTok frequently, compared to ** percent of male respondents.

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.

In 2024, Facebook held the largest market share among other social media platforms for mobile devices in Indonesia, with a market share of about ** percent. This was followed by YouTube, which accounted for approximately ** percent of the market share in the same period.   Facebook’s dominance in Indonesia  Facebook maintains the largest market share across all social media platforms in Indonesia, except for on desktop devices. The highest market share on desktop devices in Indonesia was held by YouTube, followed by Pinterest. Despite maintaining its position as the market leader among all social media platforms, the number of Facebook users in Indonesia is estimated to decline and reach around 161 million users by 2028. Currently, Facebook is quite popular among those aged between 25 and 34 years. What are the current social media trends in Indonesia? One of the current social media trends in Indonesia is marked by a surge in short-form video content, with TikTok leading the way. The popularity of these videos is driving high engagement, especially among younger demographics, who favor dynamic and visually engaging content. Instagram Reels and YouTube shorts also contribute to this trend, offering a place for creative expression and brand interaction. Brands in Indonesia are also increasingly leveraging short-form videos for marketing, recognizing their impact in reaching a broad audience quickly and effectively. This shift underscores the importance of video content in Indonesia’s digital landscape.

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.

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 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.

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.

In 2020, 66 percent of the population in Indonesia accessed social media. This share is forecasts to reach about 82 percent by 2026. As of July 2021, Facebook had the largest market share among other social media platforms in Indonesia, with a market share of about 70 percent.

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.

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.

As of January 2021, 14.8 percent of female social media users and approximately 19.3 percent of male social media users in Indonesia were between the ages of 25 and 34 years old. The 13 to 44 year old age group has the largest share of audience and is most notable for marketers who plan on reaching out to them.

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.

** 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.

This statistic shows the most popular social media of mobile internet users in Indonesia as of ************, by age group. According to survey results, **** percent of mobile internet users in Indonesia aged 16 to 19 years accessed Facebook via any channel.

A survey conducted in the third quarter of 2024 in Indonesia revealed **** percent of the respondents researched brands on social media platforms of any kind. *************** such as Facebook were the most popular platform to search for information about brands among Indonesian respondents that year.

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.