According to a survey by IDN Research Institute, there are nine ways social media users in Indonesia interact with content creators in 2025.
Of these nine ways, actively giving like, comments, and emojis on a content creator's post is the most common method used by audiences, at 79%.
However, there are also interactions in the form of direct actions, such as purchasing products or services.
“More than 1 in 3 users (36%) have made purchases based on products or services promoted by a content creator,” wrote IDN Research Institute in its report.
“This is why affiliation now serves as an identity marker, not just a link,” it added.
The details of how audiences interact with content creators in 2025 can be seen as follows:
- Reacting to posts (like, comments, or emojis): 79%
- Watching entire videos: 78%
- Sharing content with others: 56%
- Saving content for later: 45%
- Purchasing promoted products or services: 36%
- Joining giveaways or contests: 28%
- Using discounts or promo codes: 28%
- Joining creator communities or groups: 26%
- Sending direct messages to creators or brand: 22%.
The IDN Research Institute report uses a mixed-method approach that balances quantitative rigor with qualitative depth. On the quantitative side, three surveys were conducted.
Specifically for the audience survey, it was conducted among 600 active social media users in 12 main urban clusters, including Jabodetabek, Greater West Java, Greater East Java, Greater Medan, and Joglosemar.