While China gave the world the "short video" format, Indonesia perfected its virality. The country has over 100 million active TikTok users, making it the second-largest market in the world. But the output is distinct.
One of the watershed moments for Indonesian popular videos was the 2021 phenomenon Layangan Putus (Broken Kite). Unlike traditional TV, this WeTV original was edited specifically for mobile vertical viewing, with cliffhangers timed perfectly for social media clipping. The show's raw depiction of infidelity shattered viewership records across Southeast Asia. It proved that Indonesian narratives—when produced with cinematic quality—could outperform Korean and Turkish dramas in their home region.
Moreover, the line between advertising and entertainment has completely dissolved. The most popular videos are often elaborate infomercials for products, from e-wallets to beauty products. This "shoppertainment" is financially lucrative for creators but raises questions about authenticity and the subtle manipulation of young audiences.
If YouTube democratized the long-form video, TikTok (and its Reels imitator on Instagram) democratized virality. The short-form, algorithm-driven feed has proven to be the perfect medium for Indonesia’s highly social and expressive culture. TikTok, in particular, has become a cultural force, giving rise to its own stars, dances, and meme formats.
"POV: Trying to skip a family wedding" (focused on relatability) TikTok / Instagram Reels