Indonesia has officially become the world's largest user base of TikTok, surpassing the United States and Brazil, with an astounding 157.6 million users as of July 2024, according to Statista. This rapid growth not only highlights TikTok’s immense popularity in the country but also points to shifting social media trends, particularly among younger demographics like Gen Z. But what exactly is fueling Indonesia’s TikTok obsession, and how did it manage to beat out platforms like Snapchat that once dominated the short-video scene?

The Global TikTok Ranking: Indonesia Takes the Lead

As of mid-2024, Indonesia leads the world in TikTok users, followed by the United States with 120.5 million users, and Brazil with 105.2 million. The global rankings also include countries like Mexico in fourth place with 77.3 million users, and Vietnam rounding out the top five with 65.64 million users​. This ranking solidifies Indonesia’s dominance not just in Southeast Asia, but on the global stage when it comes to TikTok’s vast reach​.

How TikTok Beat Snapchat and Other Platforms

When Snapchat first hit the scene with its short video and disappearing content features, it quickly became a global phenomenon. However, TikTok’s rise swiftly overtook it, leaving platforms like Snapchat to follow the trend rather than lead it. With the introduction of YouTube Shorts and Instagram Reels, other platforms also adopted the short-video format to compete with TikTok’s viral content​. Despite these efforts, TikTok's algorithm, which quickly adapts to users’ preferences and spreads content far beyond just followers, has given it a significant edge​.

As Ismail Fahmi, founder of Drone Emprit, noted in a recent interview with Kompas.com, TikTok excels in part because of its user-friendly approach, allowing videos to go viral without the need for a large follower base. TikTok's model is easy to go viral, more democratic, contrasting it with Instagram, where popularity is often tied to an influencer’s follower count​.

TikTok's Indonesian Audience: Dominated by Gen Z

The majority of TikTok users in Indonesia fall into the Gen Z category, a generation known for being digital natives. This tech-savvy demographic has flocked to TikTok for its short, entertaining content that caters to their need for instant gratification and shareable moments. From dance challenges to comedic sketches, the most popular content among Indonesian Gen Z users tends to be light, fun, and highly engaging​. But it’s not just entertainment. TikTok has evolved into a platform for education, e-commerce, and activism. Influencers use TikTok to spread awareness on social issues, promote products, and even offer tutorials, making it a versatile platform for both content creators and brands. According to Kompas.com, TikTok’s user interface is tailored to easily create, discover, and share content that appeals to a broad audience, from local trends to global challenges​.

Why TikTok is So Popular in Indonesia

Several factors contribute to TikTok’s success in Indonesia. First, its short-video format taps directly into Indonesia's preference for easily consumable, bite-sized content. Whether it’s a viral dance trend or a meme-worthy moment, TikTok’s algorithm makes it easy for any piece of content to reach millions of users. This "democratic" approach to virality levels the playing field, allowing anyone to become a content creator without needing a massive follower base. Moreover, TikTok's e-commerce integration has made it a favored platform for online shopping, particularly with features like TikTok Shop, which allow users to purchase products directly from the app. With localized ads and trend location features, brands can target specific audiences based on their region, further increasing TikTok's appeal​. However, TikTok’s meteoric rise hasn’t come without challenges. Experts like Iradat Wirit, Deputy Executive Secretary of the Center for Digital Society at UGM, have raised concerns about the potential for misinformation, especially as Gen Alpha increasingly turns to TikTok as a source of information rather than traditional search engines like Google. Additionally, content moderation and copyright issues remain areas where TikTok must improve to maintain its credibility​.

What’s Next for TikTok in Indonesia?

As TikTok continues to dominate Indonesia’s social media landscape, its influence is poised to expand even further. With Gen Z at the helm of this digital revolution, we can expect more creative content, viral trends, and even deeper integration between social media and commerce. However, as TikTok grows, so too will the demand for stronger regulations to ensure that content remains both safe and valuable.

With over 157 million users and counting, Indonesia is not just leading in numbers—it’s also setting the tone for how TikTok is used across the globe.

Sources: 

• https://www.cnnindonesia.com/teknologi/20241007094807-192-1152374/indonesia-pengguna-tiktok-terbanyak-di-dunia-kalahkan-as-hingga-rusial6

• https://www.instagram.com/p/DA3Fo8wTcd4/?igsh=MjVhN2tzNDAwNXl6

• https://www.kompas.com/tren/read/2024/10/12/190000765/jadi-pengguna-terbanyak-di-dunia-2024-mengapa-tiktok-sangat-digemari-di?page=all 

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Inasa Ori Sativa

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