JAKARTA - The Art & Science of Authentication study released by Accenture Song projects that local creators will contribute commercial impacts of up to 376 billion US dollars or around Rp6,000 trillion by 2030. This value is 1.5 times larger than it is today.
General Manager of Global Business Solutions TikTok Southeast Asia, Yuke, explained that the commercial contribution of creators is projected to reach 1.2 trillion US dollars by 2030 in Asia Pacific and Indonesia is the largest contributor with the second fastest growth in the region.
The surge confirms the position of creators as a new economic power. The content they generate is no longer just entertainment, but has become a real driver for business and brand growth through the conversion of goods and services.
"Currently is the right momentum for brands, because TikTok continues to develop product innovations that focus on creator economies such as TikTok MarketScope, Consideration Ads, and TikTok One to help brands maximize their potential marketing creators," said Yuke in his statement, quoted on Saturday, November 22.
The boom creator phenomenon is getting stronger in Indonesia. TikTok noted that the growth of thermonetized creators was up to 2,000% on an annual basis in the third quarter of 2025, making the Indonesian creator community one of the fastest growing in the world.
This development also marks a shift from the dominance of macro influencers towards everyday creators, namely creators with daily content that feels closer to the audience. Local creators are now brand's strategic partners, not only to encourage sales, but also to build emotional closeness and open up new economic opportunities.
Studies of Accenture Song show that Indonesian audiences place authenticity as the main factor in consuming content. A total of 55% of respondents rated lo-fi content as spontaneous videos, live streaming, to behind-the-scenes that were more honest and relevant. Even 70% of consumers consider live streaming as the most authentic format.
Consumers now want real evidence, not visuals that are too polesan. Honest testimonials, product demonstrations, and casual conversations have proven more convincing. Eight out of ten respondents admitted that they were encouraged to buy products after seeing authentic content, both from creators and brands.
Senior Managing Director of Accenture Song, Simone Morandi, said Indonesian consumers are more affected by emotional authenticity.
"This emphasizes the importance of real evidence and personal closeness in brand communications," he said.
Accenture Song maps authenticity in two aspects, namely functional and emotional. Functional aspects show the real benefits of products such as comparison before and after. While emotional aspects are reflected in tone, style, and personality creators or brands.
BACA JUGA:
The strong preference for authentic content makes Indonesia record the highest score in Asia Pacific: 87% of consumers say authentic content makes them consider a brand more. This finding gives a strong signal for marketers to combine creator creativity with data-based measurements to determine the organic content that deserves to be strengthened.
Johnson's Baby Indonesia is one example of its success. By utilizing TikTok Market Scope (TTMS) to map the audience of young mothers and young adults, this brand combines content creators and brand content. As a result, the audience's considerations doubled, purchasing intentions increased by 8 percent, and GMV grew 33 percent.
The findings of Accenture Song confirm that in the midst of increasingly dense digital competition, authenticity is no longer a style of communication, but rather the main foundation that drives the Indonesian creator economy to the next level.
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