How Brands in Indonesia Are Embracing TikTok – First Strategies

A few years ago, TikTok was mostly about dance trends, lip-syncs, and viral memes. Fast forward to today, and it has become one of the most powerful storytelling platforms in Indonesia, home to over 125 million active users(Reuters). For brands, this isn’t just a social app anymore. It’s where consumer culture is shaped, conversations happen in real time, and reputations can rise or fall overnight.

Why TikTok Comes First!

Scale with Real Engagement

Indonesia is now one of TikTok’s biggest markets worldwide. What makes it unique is how much people actually engage watching, sharing, and commenting far more than on other platforms. PRLab points out that TikTok’s short, snackable format encourages repeat viewing and creates deeper emotional connections than static posts.

From Just Viral to Truly Strategic

Brands are no longer using TikTok as an “add-on.” Marketing-Interactive notes that many are now launching campaigns on TikTok first, and only later adapting them for TV, Instagram, or YouTube. It’s a sign that the platform is taking center stage in the comms mix.

The Creator Effect

Ask anyone under 40 who they trust more: a polished TV ad or their favorite TikTok creator? For many, the answer is the latter. Local creators bring authenticity, humor, and cultural context that audiences connect with instantly. And for brands, that kind of trust is priceless.

Stories from Indonesia

  • Shopee Indonesia put TikTok livestreams at the heart of its 11.11 Big Sale campaign. The result? More engagement than their TV commercials.

  • Wardah Beauty invited users to join the #BeautyMovesYou challenge. By mixing influencer content with everyday users, the campaign spread organically and racked up millions of views.

  • Tokopedia’s BTS collaboration started on TikTok with teaser clips before rolling out anywhere else. That TikTok-first move sparked a surge in downloads and brand mentions.

What This Means for Communications & PR?

  1. Start with TikTok, adapt later. Treat TikTok as your launchpad, not your afterthought.

  2. Blend data with creativity. Use trending sounds, hashtags, and insights to keep content feeling natural while staying on-brand.

  3. Be crisis-ready. With content moving so fast, mistakes or missteps can go viral just as quickly as successes.

  4. Anchor in credibility. While TikTok buzz drives reach, conventional PR channels like press releases, media interviews, media coverages and corporate communications still remain vital. They validate stories, provide context, and ensure credibility with stakeholders who may not rely on social media as their main source of truth.

The Bigger Picture

TikTok in Indonesia has grown far beyond dance trends and entertainment—it’s now a space of real influence and reputation. It’s where brands can capture attention, win hearts, and spark conversations. But it’s also a space where one wrong move can spread just as fast as a success.

The brands winning today are those that blend creativity with credibility—using TikTok to join cultural conversations while leaning on trusted PR to give their stories weight and authenticity.

At Numa Communications, that’s our approach too. We help brands craft campaigns that trend in the moment, while grounding them in the credibility needed to earn lasting trust for tomorrow.

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