From soap star to social chef: Nicky Tirta on authentic storytelling in ID's creator economy

Actor Nicky Tirta (pictured) was a fixture on Indonesian television with soap operas such as Bidadari and Senandung Masa Puber. Then, quietly, his spotlight shifted. The scripts, cameras, and sets gave way to a kitchen counter and the familiar aroma of something baking.

What began as a personal escape soon became his new stage. Behind every recipe and video, Tirta rediscovered the art of storytelling - only this time, told through his own voice, not a character’s. “Acting taught me how to tell stories - and social media became another platform to tell them, just more personal and spontaneous,” he said.

With 1.4 million Instagram followers and over 500,000 on TikTok, Tirta reflects how authenticity and reinvention are reshaping Indonesia’s fast-moving influencer economy - not by abandoning his creative roots, but by reapplying them in new form. “I wanted to challenge myself to try something new and build something that truly aligns with my passion,” he told MARKETING-INTERACTIVE.

Don't miss: Boy William, Nicky Tirta join Gushcloud's global creator venture programme

The psychology of food-driven influence

When asked why food became the heart of his content, Tirta said it wasn’t a sudden turn; cooking had been part of his life long before he ever picked up a camera to share it. “It started as therapy and became a form of self-expression. Food is universal - everyone relates to it - and when I share recipes or behind-the-scenes moments, people feel that warmth and authenticity.”

He contrasts it with his acting experience: “In acting, everything goes through editing, production, and repetition - it’s not as direct or real. Cooking allows me to connect with people instantly, in a more honest and personal way.”

The key takeaway is the strength of relatability and authenticity. By choosing a subject that has both universal appeal and a personal anchor, Tirta enables connection beyond the celebrity persona.

This aligns neatly with market data. In Indonesia, food-and-drink remains among the most leveraged categories for creator marketing. According to private social media management service INSG, food-and-drink content leads among influencer themes, ahead of fashion/beauty and entertainment.

Further, a joint study by impact.com and eCommerce intelligence platform Cube found that 76% of Indonesian consumers have made a purchase via influencer-linked content. And while entertainment still drives most influencer engagement, more consumers now expect to gain something - a skill, insight, or inspiration - along the way.

As Tirta puts it when describing his content differentiation: “What makes mine different is emotion. I focus on storytelling - the nostalgia, the smell, the sound - not just the recipe. I try to make people feel something when they watch: maybe comfort, maybe hunger, maybe a memory. I also love blending creative visuals, music, and even humour - that combination keeps it fresh.”

People ‘taste’ with their eyes first, so I always make sure every frame looks delicious and alive.

For brands, this emphasises that creator content must go beyond mechanics (a recipe, a product plug) and incorporate sensory, emotional, or memory triggers. It’s not simply reach - it’s resonance.

Balancing brand partnerships with creative integrity

Since stepping into the food content space, Tirta has become a sought-after collaborator for brands eager to blend storytelling with experience. His work now extends beyond the screen - from Instagram and TikTok to live masterclasses and cooking demos that draw hundreds of participants. Some of his recent collaborations include Sania Tepung Beras and Bright Gas, the non-subsidised LPG brand from Pertamina.

One of the most telling aspects of Tirta’s journey is how he handles collaborations. He outlines his approach: “Every brand has its own DNA, and I respect that. My job is to find the sweet spot where their message meets my personality.”

If I ever disagree with a brief, I’ll have an honest conversation. Usually, brands appreciate collaboration - because at the end of the day, authenticity sells better than a perfect script.

It’s a sign of how influencer-brand relationships have matured. The strongest partnerships are built on shared values, audience insight, and creative alignment - where creators are treated as a strategic partner rather than a transactional outlet.

Tirta also emphasised the importance of alignment within his team: “It’s all about communication and trust. I involve them early in the creative process, not just at the execution stage. When disagreements happen, we handle them as a team.” 

The celebrity chef revealed that his production staff lives with him under the same roof, enabling a more spontaneous flow of content.

Data, AI and the metrics of influencer success

Tirta admitted that embracing metrics and data didn’t come naturally at first - he had always relied on intuition. Over time, however, he’s come to see data as a creative compass, using it to understand what resonates with his audience while staying true to his authentic voice.

“Trends move fast, but I believe the key is balance - staying informed, but not losing your signature,” he said.

Given the broader market context in Indonesia, his remarks carry added relevance. The influencer-marketing industry is projected to reach approximately US$257 million in ad spend by 2025, according to the INSG report. Meanwhile, micro-/nano-influencers in Indonesia are showing higher engagement rates than macro creators - meaning that size alone is no longer the reliable predictor of impact.

Tirta’s strategy seems to play into this notion: whilst he is a recognised actor (a “macro” figure of sorts), his content is grounded in niche, personal expression, and he emphasises engagement and authenticity over merely follower volume.

He also acknowledged how agencies such as Gushcloud have helped him understand his audience better. Earlier this month, Tirta, alongside fellow creator Boy William, joined Gushcloud’s creator venture programme, a platform designed to empower creators through global-scale support and strategic investment.

Beyond data, he also touched on the role of AI in content creation, reinforcing that human connection remains at the heart of engaging content. “AI is changing everything, but I see it as a tool, not a threat. I’m learning to use AI to enhance creativity, not to replace it,” he said.

Tirta concluded with a key takeaway for brands: each creator brings a distinct style, voice, and audience, and marketers need to recognise that there’s no universal formula for effective collaboration.

“Let creators be creators. The best collaborations happen when brands trust us to translate their message in our own language.”

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