Indonesian content creators are estimated to contribute US$376 billion, equivalent to Rp6.28 quadrillion (US$1 equals Rp16,772), to the economy in 2030, with commercial impact, the total value of goods and services influenced or converted through content creators.
According to TikTok Indonesia's General Manager of Global Business Solutions, Kelly Umberfield, this value is expected to increase 1.5 times from its current value of US$247 billion, making Indonesia the country with the largest commercial impact in the Asia Pacific, and the second fastest growing in the Asia Pacific.
"Creators have become a significant economic force, turning connections with audiences into conversions, and having a real impact on business and brand growth ," he said in a statement in Jakarta on Wednesday.
One of the key things that drives economic impact by creators, he continued, is authenticity, where 8 out of 10 Indonesians (81 percent) said they were influenced to buy because of authentic content.
"This is proof that authenticity not only inspires but also changes purchasing behavior. Authenticity is not only limited to creators, but also brands ," he said while presenting the Key Findings of the Study 'The Art & Science of Authenticity' by Accenture Song.
In the study, there are two aspects of authenticity, namely the functional aspect where the audience looks for the real function of a product or service, for example a comparison before and after using the product or service.
Then the emotional aspect is reflected in the tone, style, and personality that is easily felt by consumers.