The Ultimate Guide to Targeting Indonesians Millennials on Social Media

Millennials are a force to be reckoned with. They have a growing spending power and influence, and they are avid users of social media.

According to a report by Indonesia Millennial Summit 20201, millennials are defined as those who were born between 1980 and 2000, and they make up about 34% of Indonesia’s population. They are also the most active users of social media in Indonesia, with an average of 3.6 hours spent on social media per day.

But how do you reach this massive and influential audience? How do you create content that captures their interest, speaks to their values, and drives them to take action?

That’s what this article is all about. I’m going to show you some proven strategies and tips that will help you target Indonesian millennials on social media and grow your business.

You’ll discover:

  1. What makes Indonesian millennials different from other generations and what they care about most
  2. Which social media platforms are best for reaching Indonesian millennials and how to optimize your profile on each one
  3. How to craft engaging and authentic content that resonates with Indonesian millennial pain points and preferences.
  4. How to track your social media performance and improve your campaigns for maximum results

By the end of this article, you’ll have a clear roadmap for targeting Indonesian millennials on social media and turning them into loyal customers.

Ready? Let’s dive in!

What makes Indonesian millennials different from other generations, and what they care about most

Indonesian millennials are a diverse and dynamic bunch. They have different backgrounds, preferences, and aspirations. But they also have some things in common that make them stand out from other generations. In this section, I’m going to reveal some of the traits and values that define Indonesian millennials and why you should care about them.

They are tech-savvy and connected

Indonesian millennials are digital natives. They grew up with technology and the internet as part of their everyday lives.

They know how to use various devices and platforms to communicate, learn, work, shop, and entertain themselves.

And they do it a lot.

Did you know that Indonesian millennials spend an average of 4 hours per day on social media? That’s way higher than the global average of 2.5 hours. And they don’t just use social media to stay in touch with their friends and family. They also use it to follow their favorite brands, celebrities, influencers, and causes.

This means that if you want to reach Indonesian millennials, you need to be where they are: on social media. But not just any social media platform will do. You need to know which ones are most popular among Indonesian millennials and how to optimize your profile on each one. Don’t worry, I’ll cover that in the next section.

They are ambitious and optimistic

Indonesian millennials have big dreams and high hopes for themselves and their future. They are confident in their abilities and potential. They are willing to work hard to achieve their goals and dreams.

But what are these goals and dreams? Well, according to a survey by IDN Research Institute, here are some of them:

  1. 74% of Indonesian millennials want to start their own business someday
  2. 69% want to travel around the world
  3. 67% want to pursue higher education abroad
  4. 65% want to make a positive impact on society

Wow! That’s impressive! And it shows that Indonesian millennials are not lazy or entitled, as some stereotypes might suggest. They are actually very motivated and driven.

This means that if you want to attract Indonesian millennials, you need to show them how your brand can help them achieve their goals and dreams.

You need to inspire them with stories of success, adventure, education, and social good. You need to appeal to their aspirations and emotions.

They are socially conscious

and environmentally aware

Indonesian millennials care about the issues that affect their country and the world. They are more aware of social problems such as poverty, corruption, human rights violations, gender inequality, religious intolerance etc.

They are also more concerned about environmental issues such as climate change, pollution, deforestation, wildlife conservation etc.

According to a survey by Nielsen, 85% of Indonesian millennials say they are willing to pay more for products that have social or environmental benefits.

This means that if you want to win over Indonesian millennials, you need to show them how your brand is responsible, ethical, and sustainable. You need to demonstrate how your brand is making a difference in the world or supporting a cause that matters to them. You need to align your brand values with theirs.

They value authenticity

and personalization. Indonesian millennials crave authenticity in everything they consume. They want brands that are honest, transparent, and genuine.

They don’t like fake news, fake reviews, or fake influencers.

They want brands that understand them, respect them, and cater to their needs and preferences. They want products that are customized, unique, and relevant to their lifestyle, personality, and identity.

This means that if you want to connect with Indonesian millennials, you need to be authentic in your communication and content creation. You need to be yourself and show your personality and voice. You need to personalize your messages and offers based on their interests and behaviors.

These are some of the key characteristics and values of Indonesian millennials that you need to know if you want to reach them on social media. But knowing them is not enough.

You also need to know how to use social media effectively to engage with them and grow your business.

Which social media platforms are best for reaching Indonesian millennials, and why do they like using them

If you want to reach Indonesian millennials, you need to know where they hang out online. And that’s social media.

But not just any social media. You need to know which platforms they use the most, and what they do on them.

According to DataReportal, these are the top four social media channels in Indonesia:

  1. Facebook: 129.9 million users
  2. Instagram: 173.6 million users
  3. WhatsApp: 166.4 million users
  4. TikTok: 69.8 million users

But what do they prefer to use?

According to a report by IDN Times, the preferred social channel of millennials in Indonesia is Instagram, followed by YouTube and WhatsApp.

The report surveyed 9,636 respondents aged 20 to 39 across 34 provinces in Indonesia. The report found that Instagram is the most popular social media platform among millennials, with 97% of them using it regularly.

YouTube is the second most popular, with 95% of them watching videos on it frequently.

WhatsApp is the third most popular, with 94% of them using it for communication and information purposes.

Another source from Warta Ekonomi also confirms that Instagram and YouTube are the most trusted social media platforms by millennials and Gen Z in Indonesia.

The source cited a survey by JakPat Mobile Survey Platform that involved 1,000 respondents aged 16 to 40 across Indonesia. The survey revealed that Instagram and YouTube are the two platforms that have the highest credibility among young Indonesians, especially for hard news and opinions.

But what about TikTok? This new social platform has taken Gen Z by storm. Is it also gaining attraction among millennials?

They do use TikTok, but it’s not as popular as Instagram or YouTube among millennials in Indonesia.

According to Statista, TikTok had 25% of its users who were women aged between 18 and 24 years and 18% who were men in the same age group as of January 2022. This means that TikTok is more popular among Gen Z than millennials. However, TikTok is still growing rapidly in terms of revenue and user base globally, so it might become more popular among millennials in Indonesia in the future.

3 Simple Tips to Make Your Social Media Content Irresistible to Indonesians

You want to sell your services to Indonesians. But how do you get their attention on social media?

They are always scrolling through Instagram and YouTube, looking for something interesting to watch or share. You need to create content that stands out and speaks to them.

Here’s how:

  • Tip #1: Make it visual. Indonesians love visuals. They want to see your products or services in action. Use photos, graphics, videos, or animations that are colorful and catchy. Show them how awesome your services are .
  • Tip #2: Follow the trends. Indonesians are trendsetters. They follow the latest fads and memes on social media. You can join the fun by creating content that relates to the trends or makes fun of them. Use popular hashtags, filters, challenges, or jokes to make your content more relevant and entertaining.
  • Tp #3: Support a cause. Indonesians care about social issues. They want to see brands that support causes that matter to them. You can show your social responsibility by creating content that raises awareness or supports a cause that aligns with your brand values. For example, you can talk about environmental issues, human rights issues, or cultural diversity issues.

These tips will help you create content for social media that will attract and engage Indonesian users who might become your customers.

Now come to the last section of this guide, and its all about measuring and data tracking.

How to track your social media performance and improve your campaigns for maximum results

Influencers are people who have a lot of followers and fans who trust them and listen to them. They can help you spread the word about your products or services to your target audience. This is especially true in Indonesia, where influencer marketing is very popular and effective.

But how do you know if your influencer marketing campaigns are working?

First, you need to know how to pick the right one, and then track the results.

At Incify, we work with several influencers per campaign and conduct A/B tests as we go. Those who perform better receive more work.

Tracking your influencer marketing campaigns can help you find out what’s working and what’s not, and how you can improve them.

Here are some of the tools and metrics that you need to track:

  • Link tracking. This tool helps you track how much traffic and sales your influencers bring to your website or landing page. You can use a different link for each influencer or campaign to measure their performance.
  • Impressions. This metric shows you how many times your influencers’ posts are seen by their audience or other people on social media. It tells you how much exposure and awareness your campaigns are getting.
  • Engagement. This metric shows you how much people engage with your influencers’ posts. It includes likes, comments, clicks, views, etc. It tells you how much interest and trust your campaigns are building.
  • Comments. This metric shows you how many people comment on your influencers’ posts. It gives you a chance to interact with potential customers and answer their questions or objections.
  • Add to order. This metric shows you how many people add your products or services to their cart or wishlist after seeing your influencers’ posts. It tells you how much demand and desire your campaigns are creating.

By tracking these tools and metrics regularly, you can get valuable insights into your influencer marketing campaigns and optimize them for more results.


In summary, Indonesian millennials are a tech-savvy, ambitious, socially conscious and value authenticity and personalization.

They are avid users of social media and have their preferences when it comes to platforms. To reach them on social media, it’s important to understand their values and behaviors, including their preferred social media platforms such as Instagram, YouTube, and WhatsApp.

Creating visual content, following trends, and supporting a cause are effective ways to attract and engage Indonesian millennials.

By tracking your social media performance and optimizing your influencer marketing campaigns, you can measure your success and continuously improve your efforts.

With these strategies and tips, you can crack the code to target Indonesian millennials on social media and grow your business.

Don’t miss out on this opportunity to take your marketing efforts to the next level and turn Indonesian millennials into loyal customers.

If you’re looking to tap into the power of influencer marketing in Indonesia, Incify can help. Our team of experienced marketers can help you find the right influencers for your brand, create effective campaigns, and track your results.

Check out our influencer marketing services and see how we can help you grow your business.

Further reading: the Indonesian millennial social media habits infographic from (it was published in 2017, a bit outdated, but will give you a good overview).