JAKARTA - Have you ever unconsciously recommended a newly visited coffee shop, a favorite restaurant, or a product that you think is worth trying to a friend? In the era of social media, simple habits like that have become part of a lifestyle.
The term spill is also getting more familiar in the ears of the digital generation, referring to the habit of sharing recommendations that are considered interesting based on personal experience. In fact, this phenomenon is no longer just a trend on TikTok or Instagram.
Not a few people now make sharing experiences part of their daily lives, ranging from uploading reviews of restaurants, sharing the aesthetic angle of a cafe, to telling the experience of trying new products. Interestingly, the habit that was previously done voluntarily is now starting to have more value.
Seeing this behavioral change, Indonesian startup Spillify.io came up with a different approach. This platform tries to change the spill culture into a more structured activity through various missions or Quests.
Users, referred to as Spillers, are invited to have real experiences, such as visiting a place, trying a product, giving an honest review, or creating organic content based on their experiences.
Unlike the trend of endorsements that are synonymous with public figures or big content creators, this approach actually places ordinary consumers as the main figure. The experience shared is born from everyday activities that are indeed carried out naturally, not just paid promotions.
"Until now, Indonesians recommend products to their friends every day for free. We are here to change that. Ngespill can now make money. For brands, this is not just about cost efficiency. This is about building trust that cannot be bought with paid endorsements," said Firman Natayudha, Co-founder & CEO of Spillify.io.
This change is in line with people's habits who now trust recommendations from fellow users more than advertisements.
When looking for a new place to eat, for example, many people first open TikTok, Instagram, or ask friends rather than seeing official promotions from a brand. The experience that feels more personal is considered more honest and relevant.
It's no wonder that more and more communities are born from the habit of sharing recommendations. From communities of mothers who like to share experiences using household products, to groups of affiliate activists who are active in giving reviews based on their own experiences.
The presence of platforms like this also becomes a new space for this habit to develop and get appreciation.
Interestingly, the enthusiasm of the community has been visible even before this platform was officially launched. Hundreds of users joined organically without a massive campaign.
A number of communities also joined in by bringing tens of thousands of members who have been accustomed to exchanging recommendations in their daily lives.
This phenomenon shows that spill activity has evolved. If in the past it was only a form of sharing information between friends, now the habit is beginning to be seen as an activity that has economic value without having to lose the element of honesty as its main strength.
"Indonesia has millions of consumers who recommend products to their closest people every day. Until now, that value has simply disappeared. Spillify.io is here to change that because the trust built by fellow consumers is the most powerful marketing asset that has never been formalized," concluded Firman.
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
