TikTok is emerging in an unstoppable manner in the rapidly developing Indonesian social media market in the digital age. According to the latest data, TikTok was the most popular social media platform in Indonesia, with 35.17 per cent of visits in 2025, successfully surpassing Facebook.
This achievement represents a significant increase of almost double that of 18.61 per cent in 2024, highlighting the great appeal of short video content. At the same time, the market share of Facebook fell sharply from 34.85 per cent in 2024 to 21.58 per cent, falling to a third, and YouTube was the second largest in terms of 23.76 per cent, while Instagram and X (former Twitter) ranked 15.94 per cent and 0.56 per cent fourth and fifth, respectively.
TikTok’s success was no accident. TikTok’s penetration rate in the Indonesian market continues to rise as a global short video platform under the byte-jumping flag. Indonesia has over 107 million active users, of whom 108 million are over 18. On average, users spend nearly two hours a day on TikTok, much higher than other platforms, making their access rapidly higher than traditional giants.
By contrast, the Facebook recession has exposed the challenges of old platforms. While Facebook still has a large user base, its growth has been weak, with users turning to more interactive and instantaneous short video content. Data show that while the total number of social media users in Indonesia is 143 million, with a penetration rate of 50.2 per cent, user behaviour is shifting from static sharing to dynamic video consumption.
YouTube maintained second place with long video and educational content, while Instagram, as a visual social platform, remained influential among young people, but the low percentage of X (0.56 per cent) showed its marginalization in Indonesia.
TikTok’s dominance offers new opportunities for brand marketing. As the largest economy in South-East Asia, with a high rate of 74.6 per cent of mobile Internet penetration, social media has become a central channel for consumer decision-making.
According to Meltwater, TikTok is the most time-consuming platform for Indonesian users and advertisers can achieve high conversion rates through short video challenges, live broadcasts and KOL collaboration. TikTok’s “For You” page focuses more on individualized recommendations than Facebook, helping brands to reach the Z and Millennium generations.
