Facebook and Instagram are two applications that seem obligatory to have on every smartphone of the Indonesian people. However, as time went on, a new competitor emerged and it quickly stole the stage. The application that is gaining public attention is TikTok.
According to the ‘Digital 2023 Indonesia’ report issued by research firm, We Are Social, Facebook users in Indonesia as of early 2023 were 119.9 million. This figure is comparable to 56.3% of the total internet population, which amounts to 212.9 million people.
Although the number of users is still very large, the average time users spend on Facebook each month has decreased by 3.9% year-on-year (YoY), which is 14 hours 36 minutes. This figure is far below TikTok which reaches 26 hours 48 minutes or up 1.5% YoY.
This is in tandem with the potential ad reach which decreased by 7.7% or the equivalent of 10 million users from 2022 to 2023.
Furthermore, the same decline also happened to Instagram. Until early 2023, the visual content-sharing platform’s user base reached 89.15 million. That figure is comparable to 41.9% of the internet population.
The duration of time users spends scrolling Instagram per month decreased by 3.7% YoY to 15 hours and 24 minutes. Just like Facebook, its potential ad reach has also fallen by 10.1%, or the equivalent of 10 million users.
On the other hand, growth is still held by YouTube. With a user base of 139 million, the average time spent per month on the platform is 26 hours 48 minutes or up 1.5%. Nevertheless, there is no change in terms of potential ad reach.
Well, TikTok managed to steal the stage by becoming the king of the application in Indonesia. Having 109.9 million users in Indonesia as of early 2023, this platform recorded an increase in potential ad reach of 19.4%. The average time spent on the platform each month increased by 25.5% to 29 hours.
What’s more, TikTok is looking for ways to get its creators more excited about creating content. Moments ago, TikTok said it wanted to create a service that is “value and useful” for creators.
The latest news says that TikTok is designing a new monetization feature, so creators can collect more revenue. One of the most widely circulated reports is the paid video feature.
With this feature, creators can insert a paywall for their video content. That way, the audience must pay a certain amount in advance to access the video.
If this feature is later made official, creators can take the opportunity to monetize their most popular videos. Apart from that, this is also a motivation for creators to create content that is worth buying.