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Indonesia now Instagram’s largest market in APAC

Instagram has unveiled Indonesia to be its largest community in Asia Pacific with more than 45 million monthly active users. This was up from 22 million in early 2016 and makes Indonesia one of the top markets for Instagram, which currently has 700 million monthly active global users.

The study also found 80% of Indonesian Instagram users following businesses, and that one third of its most viewed Instagram Stories to come from businesses in Indonesia. This indicates the country being considered to be a destination which enables Indonesian brands to grow.

One example includes Blibli.com, which according to Instagram’s statement, was the first Indonesian business to tap on a new visual format, Ads in Stories. The brand’s campaign enjoyed strong brand results, according to Instagram. This included a 22-point lift in ad recall and a seven-point lift in message association among women aged 25 to 34. Blibli.com was also said to have seen success outside of its brand metrics, having seen almost 5,000 incremental conversions as a result of its ads in Stories.

The social media platform has also found Indonesian users to be one of the top users of its Instagram Stories function, producing twice as many stories as the global average.  According to Instagram’s statement, this is reflective of the “passionate local community” which uses Instagram to share personal stories. Indonesia Instagram users also have been found to explore their passions and strengthen relationships through InstaMeets organised in Indonesia.

“We have a strong local culture of sharing moments that matter to us, so it’s no wonder that Indonesia is among the top Instagram Stories producers in the world, producing twice as many stories as the global average,” Sri Widowati, country director of Indonesia, Facebook, said.

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