《impact.com:印尼网红营销终极指南(英文版)(25页).pdf》由会员分享,可在线阅读,更多相关《impact.com:印尼网红营销终极指南(英文版)(25页).pdf(25页珍藏版)》请在三个皮匠报告上搜索。
1、EbookThe ultimate playbook for influencer marketingin IndonesiaContentsIntroduction:Southeast Asias Behemoth-Indonesia1Understanding the Indonesian market2Identifying and working with your influencers3Creating effective influencer campaigns and measuring success4Ethics and legal considerations5Futur
2、e trends6In our earlier release,The Ultimate Playbook for Influencer Marketing for Southeast Asia,we took a look into the overall growth of influencer marketing in SEA.In this ebook,we focus deeper into influencer marketing for Indonesia;the worlds largest archipelago.Indonesia is the fourth most po
3、pulated country in the world and has the worlds biggest young population.Introduction:Southeast Asias Behemoth-IndonesiaCHAPTER 1237MStatista1 predicts Indonesias social network users will reach 237 million by 2026.1“Internet usage in Indonesia”.https:/ Sourcing for information is the top online act
4、ivity for Indonesians(83.2%),followed by seeking new ideas or inspiration and staying in touch with friends and family.$121BThe digital commerce market volume in Indonesia is projected to grow by USD 121.8 billion in 20274Introduction:Southeast Asias Behemoth-Indonesia(cont)Post-COVID-19,internet us
5、ers have increased by 5.2%since 20221.Indonesians spend a daily average of almost nine hours online2.213MAs of 20233,Indonesia has over 213 million internet users,making it one of the largest internet markets in the world.This digital commerce expansion and socially engaged population create a stron
6、g position for influencer marketing in Indonesia1“Digital 2023”.https:/ tips to boost your influencer marketing ROI in Indonesia”.https:/ Indonesias social media users are under 35 years old;their preferred channels include Instagram,Facebook,and Tiktok.Introduction:Southeast Asias Behemoth-Indonesi
7、a2“Top 11 Indonesia Market Trends in Charts”.https:/www.indonesia- Commerce-Indonesia”.https:/ The Indonesian influencer market is diverse and growing.Influencers in Indonesia cover a wide range of sectors,including fashion,beauty,food,travel,fitness,and technology.Local influencers are gaining popu
8、larity due to their strong local ties and intimate understanding of Indonesian culture while micro and nano influencers are also becoming more influential due to their high engagement rates and trust among niche audiences.Introduction:Southeast Asias Behemoth-IndonesiaBrands in Indonesia are increas
9、ingly partnering with influencers to reach and connect with their target audience.Introduction:Southeast Asias Behemoth-Indonesia(cont)Introduction:Southeast Asias Behemoth-IndonesiaInfluencer marketing is particularly effective in Indonesia because:Cultural resonance:Indonesian consumers value comm
10、unity and relationships,which influencers can foster.Social media penetration:Indonesia has one of the highest penetration rates in Southeast AsiaTrust and credibility:Influencers are trusted sources of advice and recommendations.Localising content makes it more relatable and local influencers can e
11、ngage their audience with relevant and colloquial expressions.Beyond the major cities like Jakarta,Surabaya,and Bandung,Indonesia has numerous Tier 2 and Tier 3 cities.Influencers from these regions,who understand the local culture and consumer behavior,can help brands effectively penetrate these ma
12、rkets.Working with local and micro-influencers can often be more cost-effective than traditional advertising channels.This is particularly advantageous for small to medium enterprises(SMEs)and startups looking to maximize their marketing spend.88%Indonesia hosts a population of 276.4 million with a
13、social media penetration of 88%1Localised content:Influencers can create more relatable content and colloquial expressions.Wider reach:Influencers can reach Tier 2 and Tier 3 cities.Budget efficiency:Working with influencers can be more cost-effective than traditional advertising channels.1“Digital
14、2023”.https:/ Asias Behemoth-Indonesia(cont)Understanding the Indonesian MarketCHAPTER 2Indonesia is a large digital market with a vibrant social media landscape.The average Indonesian spends around 3.5 hours per day on social media1,and they use it for a variety of reasons including to stay informe
15、d,communicate with friends,and discover new products or services.Indonesian influencers play a key role in shaping consumer behavior.They come from various backgrounds including entertainment,beauty,fitness,and gaming,and have a significant impact on their followers purchasing decisions.Businesses t
16、hat understand the Indonesian social media landscape and the role of influencers can use this channel to reach a large and engaged audience.1“.Average daily time spent using various media”https:/ used for personal and group chats-a great channel to build personal connections with your audience.Highl
17、y popular among the younger demographic(35)with a heavy interest in lifestyle,fashion and beauty content.Used by all demographic.An excellent platform for building brand awareness and promoting community engagement.Rising popularity among Gen Z users.The platforms short creative videos engage well w
18、ith its audience and create viral trends.Identifying the right social media platformIn a socially driven market like Indonesia,influencer marketing is shaping consumer experience and expectations.A rising trend in Indonesia Digital Shoppertainment is an outcome of online shopping boosted by influenc
19、er marketing.Discover the percentage of Indonesias social media platform monthly usage1,key activities and how you can best use each platform for your influencer marketing strategy:Understanding the Indonesian market70.8%83.8%85.6%92.1%1“Digital 2023”.https:/ demographic and user behaviors Understan
20、ding the key demographics and behaviors is crucial to implementing a successful influencer marketing strategy.The majority of social media users in Indonesia are young,with the age group of 18-35 years dominating the landscape.However,older demographics are also showing an increasing presence on soc
21、ial platforms.While Tier 1 regions like Jakarta,Surabaya,and Bandung show higher internet penetration and social media usage,rural areas are catching up fast,thanks to the increasing affordability of smartphones and internet data packages.Its increasingly easier for brands to reach Tier 2 and Tier 3
22、 city audiences with influencer marketing.Understanding the Indonesian marketKey demographic and user behaviors(cont)Indonesian users show diverse interests on social media,including fashion,food,travel,technology,beauty,health,and fitness.Tailoring your influencer marketing strategy to these intere
23、sts can help ensure higher engagement.On content preferences,users show a strong preference for visual content like photos and videos.User-generated content,storytelling,and local language content also see high engagement.Understanding the Indonesian marketSocial media platforms have become popular
24、avenues for online shopping.Similarly worldwide1,many Indonesian users rely on influencer recommendations and reviews when making purchase decisions.Indonesian users show a high level of engagement with brands on social media,including following brand pages,participating in contests,sharing brand co
25、ntent,and posting queries or reviews.1“The state of influencer marketing for consumers in 2023”https:/ the Indonesian marketLocal influencer statisticsHere are some crucial statistics that illustrate the power and potential of local influencers in Indonesia:1.Influencer Growth:The number of active s
26、ocial media users grew at a rate of 12.6%in 20231,up 21 million from 2022.2.Audience Engagement:On Instagram,the average engagement rate is around 2.5%2,while on YouTube,it is about 3%.However,these figures can significantly increase with nano-influencers.3.Platform Distribution:Instagram accounts f
27、or 69.9%3 of total influencer marketing campaigns.Whereas creator-generated posts on YouTube have increased by 40.20%from 2021 to 20224.1“Indonesia Social Media Statistics”https:/ Instagram Trend Report 2022”https:/www.affable.ai/blog/indonesia-instagram-trend-report-2022 3“Influencer Marketing Stra
28、tegies”https:/ the Indonesian MarketLocal influencer statistics(cont)4.Influencer Categories:Fashion and beauty are the most popular categories for influencers in Indonesia,followed by entertainment,food,and travel.5.Influencer Impact:Over 68%5 of Indonesian consumers have made a purchase based on a
29、n influencers recommendation.6.Brand Collaborations:78%6 of Indonesian brands are planning to collaborate with nano-influencers at least once a month,showing the increased demand for nano-influencers.4“YouTube Influencer Marketing 2022”https:/www.affable.ai/blog/youtube-influencer-marketing-in-2022
30、5“Influencer Impact on Buyer Behaviour”https:/ Marketing in Indonesia”https:/www.insg.co/en/influencer-marketing-indonesia/Identifying and Working with Your InfluencersCHAPTER 3Successful influencers in Indonesia are authentic1,engaging,and produce high-quality content.They are also culturally sensi
31、tive,consistent,and have a positive online reputation.The size of their audience and their professionalism are also important factors to consider.In the vast world of influencer marketing,influencers are commonly categorized into three groups:macro,micro,and nano influencers.Each category serves a u
32、nique role,learn more here2.6.6%Nano-influencers in Indonesia have a higher engagement rate on Instagram at 6.60%than micro-influencers with 4.38%1.1“The State of Influencer Marketing for Consumers 2023”https:/ Ultimate Guide to Influencer Tiers”https:/ Identifying and Working with your InfluencersS
33、electing the right influencer is a critical step in your influencer marketing strategy.The right influencer can help your brand connect with your target audience,enhance brand visibility,and drive desired actions.Here are steps1 you can follow to find the right influencer for your brand.Identifying
34、and working with your influencers(cont)Building a successful relationship with influencers is often about communication2.By approaching influencers with respect,clarity,and intent for a mutually beneficial relationship,youre more likely to foster a positive partnership that helps you reach your camp
35、aign goals.Pitching to influencers is a crucial step in your influencer marketing journey.The goal of your pitch is not only to secure a collaboration but also to start building a relationship3 with the influencer.When onboarding your influencers,provide them with a clear and comprehensive brief4.A
36、well-structured brief and contract ensure the influencer fully understands their role and serves as a reference point to avoid future misunderstandings(i.e.disclosures,payment5,intellectual property,etc.)You can rely on for contract templates and automation for the seamless onboarding of your influe
37、ncers at scale.1“Discover and Recruit Influencer Partners”.https:/ 2“5 Dos and Donts for Influencer Recruiting”.https:/ You Ghosting Your Influencers?”.https:/ 4“Getting to Happily Ever After Influencer Partnerships”.https:/ 5“How to Pay Influencers with I”.https:/ Effective Influencer CampaignsCHAP
38、TER 4Integrating local culture and audience preferences into your campaign can significantly enhance its effectiveness.Creating an impactful influencer campaign in Indonesia requires a deep understanding of local culture,nuances,and audience preferences.It shows respect for the audiences identity an
39、d can create a deeper connection between them,the influencer,and your brand.1.Understand the Cultural Landscape:Start by understanding Indonesias cultural and social norms.This knowledge forms the basis for creating culturally sensitive campaigns and resonate with your audience.2.Engage Local Teams
40、or Experts:Consider working with local marketing experts or even your influencers themselves to gain insights into what is culturally appropriate.3.Ensure Respect for Religious Sentiments:With Islam being the predominant religion,its essential to respect religious practices and sentiments in your ca
41、mpaigns.Creating Effective Influencer CampaignsHere are some tips on crafting a culturally sensitive campaign:4.Use Local Language and Dialects:Communicating in Bahasa Indonesia or local dialects can help your campaign connect more effectively with the audience.5.Refrain from Cultural Appropriation:
42、Be mindful not to misuse or appropriate elements of the local culture for the sake of novelty or attractiveness.6.Promote Positive Cultural Practices:Use your platform to highlight and promote positive cultural practices,local heroes,and success stories.This helps to create a positive image of your
43、brand and fosters good relations with the local community.Creating Effective Influencer Campaigns(cont)Studying past successful campaigns can provide valuable insights into what works well within the Indonesian market.Creating Effective Influencer Campaigns(cont)Creating Effective Influencer Campaig
44、ns1“Success Stories:Natur-E”.https:/ your audience and local culture can help you deliver effective influencer campaigns.For example,Natur-E launched a viral challenge on TikTok using influencers that involved original dance moves and the use of its new catchy jingle.This strategy tapped into the lo
45、ve of music and dance within Indonesian culture,creating a sense of community and fun,leading to 544 million engagement2 and significant increases in Natur-Es followers.Tracking and Measuring Influencer Marketing SuccessCHAPTER 4The success of an influencer marketing campaign hinges on your ability
46、to track its performance effectively.Understand why and how to track and measure your influencer marketing success with our Playbook for Influencer Marketing in Southeast Asia.Quantifiable measurements like Key Performance Indicators(KPIs)help you evaluate the success of your campaign relative to it
47、s objectives.The right tools can simplify the tracking and analysis of your influencer marketing campaigns.1“Ultimate Playbook for Influencer Marketing in Southeast Asia”.https:/ Tracking and Measuring Influencer Marketing SuccessOptimizing Based on Campaign InsightsIn order to get the most out of y
48、our campaigns,its important to optimize them based on the data and insights you collect.Review all the metrics1 collected during your campaign.The comments and shares during your campaign provide insights into your audiences sentiments.Use these insights to tailor your future campaigns.Consider usin
49、g A/B testing in your future campaigns.To get the most out of your metrics and best insights,platforms like enable you to track and measure each influencers activity.Gaining accurate insights into the performance of each influencer gives you a better understanding of how to optimize your marketing e
50、fforts.1“How to Make Influencer Marketing Part of Your Southeast Asia Marketing Strategy”https:/ Marketing Ethics and Legal ConsiderationsCHAPTER 5Aside from prudent assessment of all traffics to ensure no fraud and anomalies1 affect your influencer marketing campaigns,much like regulations in place
51、 by the Federal Trade Commission(FTC)for the U.S advertising market,Indonesia is regulated by a variety of laws and guidelines.The Indonesian Consumer Protection Law stipulates severe penalties for false advertising,which extends to influencer marketing and certain product categories such as pharmac
52、euticals and alcohol have additional restrictions on advertising.Its important to consult with a legal expert to fully understand the implications of these laws and guidelines.1“Fortify your partnerships”https:/ Privacy and Consent:If youre collecting any data from your audience during the campaign,
53、its essential to disclose and respect privacy rights.5.Responsible Content:Remember that influencers can have a significant impact on their followers.Encourage influencers to promote responsible behavior.Influencer Marketing Ethics and Legal ConsiderationsIn addition to legal compliance,maintaining
54、ethical standards in influencer marketing is crucial for long-term success and to establish trust and transparency.Here are some ethical considerations to bear in mind:Influencer Marketing Ethics and Legal Considerations(cont)Ethical practices foster trust,build stronger relationships with consumers
55、,and ensure your brands long-term success.1.Transparent Disclosure:Influencers should always disclose their relationship with a brand.Ensure your influencers clearly indicate sponsored content with terms or hashtags like#ad,#sponsored,or#partnership.2.Authenticity and Honesty:Influencers should endo
56、rse products or services they have genuinely used and can honestly recommend to protect the interest and integrity of both the brand and influencers.3.Respect for Audience:Ethical influencer marketing respects the intelligence,values,and diversity of the audience.Future trends CHAPTER 6The influence
57、r marketing landscape is constantly evolving,driven by changes in consumer behavior,technology,and the social media environment.Looking forward,expected growing trends in Indonesian influencer marketing include:Rise of local influencers especially micro and nano influencers given their highly engage
58、d and niche audiences.The popularity of video content is expected to rise further and play a significant role in influencer marketing strategies.Evident with the growth of TikTok Shop;platforms like Instagram and Facebook will also expand their shopping features and influencers will play a key role
59、in driving social commerce.Future trendsAdapting to the evolving influencer marketing landscape requires foresight,flexibility,and a customer-centric approach.Be open to collaborating with a diverse range of influencers and building long-term relationships.including micro and nano influencers,and th
60、ose on emerging platforms.Preparing for future trendsDiversification can increase your reach and allow you to engage with different segments of your target audience.Use influencer marketing platforms and analytics tools-like to streamline your influencer marketing processes and gain better insights
61、into campaign performance.By proactively preparing for these changes,your business can stay at the forefront of influencer marketing in Indonesia and across Southeast Asia.As you embrace local influencers,remember the importance of respecting local culture and sensibilities.Ensure that your campaign
62、s are culturally sensitive and locally relevant.Future trendsPartner up for success with At I,we understand the unique dynamics and potentials of the Indonesian market,offering deep local expertise combined with global best practices in influencer marketing.Thrive in the Indonesian market with our t
63、echnology and diverse partnership opportunities.Our team is ready to take your influencer marketing to the next level.In an era where more Indonesians are connected to the internet than ever before,influencer marketing will continue to reveal new opportunities for meaningful engagement and sustainab
64、le growth for your brand.Want to get your influencer marketing campaign up and running in Indonesia?Contact the Southeast Asia team at today.About ,the leading global partnership management platform,has been transforming the way enterprises discover and manage all types of partnerships including aff
65、iliates,influencers,commerce content publishers,B2B,and more since its founding in 2008.Its powerful,purpose-built platform helps businesses,including brands,publishers and agencies,to build authentic,enduring and rewarding relationships with both publishers and consumers.By providing visibility acr
66、oss the entire consumer journey they are able to aggregate,orchestrate and optimize the total value of the entire mix of partnerships with ease and transparency,driving growth and creating new value for consumers.To learn more about how s technology platform and partnerships marketplace is driving revenue growth for global enterprise brands such asVisit 2023 .All rights reserved.Follow us for all the latest news and insights: