Indonesia Drives 74% Performance-First Influencer Marketing — Influencer Marketing
74% of influencer marketing campaigns in Indonesia are built around measurable performance outcomes, according to AnyMind Group's State of Influence in APAC 2026 report. For brands, that shifts creator selection toward clicks, purchases and affiliate conversions, not awareness alone.
Indonesia Leads APAC Performance
74% is the highest performance share in Asia-Pacific, making Indonesia the region's most outcome-focused influencer market. Indonesia is the fourth most populous country in the world and has over 1.1 million Instagram influencers, giving buyers a deep creator pool to test against direct-response targets.
42.47% of tracked influencer activity across APAC was outcome-driven in 2025, up from 28.24% in 2023. That regional rise shows the model is spreading, but Indonesia is already ahead of the pack, with performance logic embedded in campaign planning rather than treated as an add-on.
TikTok and Instagram Split Roles
180 million adult users in Indonesia had TikTok as of late 2025, reaching 88.9% of Indonesian adults who are online. TikTok has become the main channel for product introduction in consumer goods, beauty and fashion, while TikTok Shop, live selling sessions, affiliate links and creator storefronts have narrowed the path from recommendation to purchase.
50.58% of Southeast Asia's TikTok influencer campaigns were tied to total campaign activity in 2025, up from 28.35% in 2023. In Indonesia, that makes TikTok the fast-conversion lane, while Instagram remains the platform of record for higher-consideration categories.
Cost Per Result in Indonesia
Brands in Indonesia are increasingly using Cost Per Result frameworks, which pushes spend toward measurable actions instead of broad reach. Experienced buyers also verify creators more rigorously before activation, a sign that campaign economics now depend on whether a post can deliver link clicks, add-to-cart behavior, TikTok Shop purchases or affiliate conversions.
If those metrics hold, the practical split is clear: TikTok carries the product-introduction work, Instagram handles more considered purchases, and creator fees will keep tilting toward outcomes that can be tracked rather than impressions that cannot.
