Adrian Peter Tse
Jun 9, 2015

Instagram country spotlight: Indonesia

ASIA-PACIFIC - Campaign Asia-Pacific has teamed up with Instagram to bring you a monthly series looking at the creative ways that the photo and video-sharing social network is being used in different markets.

Instagram in Indonesia finds strength in numbers
Instagram in Indonesia finds strength in numbers

Welcome to Instagram country spotlight. This month, we look back at the big trends in June in Indonesia. (In case you missed it, here's the previous entry, on South Korea and Australia.) #NoFilter

1. 15-seconds of fame

@Indovidgram is one of the largest and most active communities on Instagram dedicated to a specific interest in the 15-second video format. The founders comprise of eight members in their 20s who started out sharing comedy videos. They now run themed video projects, conduct video workshops, share the best clips from their 1.4 million strong community, screen art films and community projects.


2. Comedy Central

Content with local relevance served with a huge dash of humor resonates well with the Indonesian community. A group of amateur comedians including @Dagelan, @benakribo, and @KomikinAjah are fast gaining popularity for their 15-second comedy clips and funny memes about distinctively local topics on Instagram. 


3. #Asianstakingpicturesoffood

Indonesians celebrate their love for food very visibly on Instagram. Any Indonesian Instagram account will include at least a photo of Ayam Penyet (fried chicken) or Nasi Campur (mixed rice). Some like @WartegGourmet go a step further to give street dishes a stylised gourmet twist, and the team behind @NyakEnyakEnyak (translates to yum yum yum) turns ordinary food items into graphic patterns.   


4. Strength in numbers

The Indonesian community has organized some of the world’s largest InstaMeets with over 1,000 people coming together to join in the fun and form online to offline friendships. The level of enthusiasm and engagement during the InstaMeets is extremely high. Just last year, over a 1,000 meet-ups were hosted during Worldwide InstaMeets and 1 in 4 photos were posted on Instagram were by Indonesians.   


On 22nd March 2015, More than a thousand people from all over the Jabodetabek area had come together in Bundaran HI to join Jakarta's WWIM11. We had an awesome time meeting new people, sharing new ideas, and learning about the diversity of Jakarta's @instagram community. We thank everyone that had join the cause to unite Jakarta! Much love and respect! Yesterday was truly an epic day for Jakarta's @instagram community. Hope to see u in the next WWIM JAKARTA! Here are the communities that attended. Feel free to follow them for more amazing content! @squaregrapher @indovidgram @indomusikgram @visitandshot @urbexpeople @streetmeetina #WWIM11JAKARTA #WWIM11INDONESIA #JAKARTAASONE #COMMUNITYFIRST #SQUAREGRAPHER #INDOVIDGRAM #INDOMUSIKGRAM #STREETMEETINA #URBEXPEOPLE #VISITANDSHOT Video by @indovidgram

A video posted by INDOVIDGRAM (official) (@indovidgram) on


5. Creative Context

Small local businesses like cake bakery @dulcetpatisserie and boutique travel organizer @travasslife engage their community with gorgeous photos of their freshly baked goods and travel adventures that inspire. 


6. Tapping on the selfie trend

Pond’s, the skincare brand has added a twist to the longstanding selfie trend with a #CUPI (cubit pipi / cheek pinch) campaign to promote the new Pearl Cleansing Gel. Participants are asked to upload their photos or videos on Instagram while doing “CUPI” actions. It has clearly caught on with over 9,000 ‘cheeky’ posts


#hijabersindonesia #hijabers #ladyrose #cewekcantik #cupi #instamag #instaindonesia

A photo posted by putrie_bae (@putrii_zhoa) on


Related Articles

Just Published

42 minutes ago

How FMCG giants defied Covid downturn to up ...

Unilever, Kraft Heinz, Mondelez, RB, P&G and Diageo all boosted investment.

49 minutes ago

WPP, Publicis and Unilever back industry-wide plan ...

In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.

1 hour ago

Indian media lobbies face-off against Google, ...

While the Indian Newspaper Society is demanding a greater share of ad revenues from Google, the IAMAI is upset with looming regulation for video streamers.

4 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.