Why Are Indonesian Brands Betting Big On Video In 2025

The Emerging Role of User-Generated Content

Incorporating user-generated content (UGC) into marketing strategies isn’t new, but its role in Indonesia’s video landscape is evolving. Brands are increasingly turning to their audiences to create authentic content that resonates deeply. This approach reduces production costs and builds a sense of community and advocacy. The power of UGC lies in its relatability, often achieving higher engagement metrics than professionally-produced videos. However, the nuances of managing these contributions can be tricky, raising questions about authenticity and control…

By handing the storytelling reins to their audiences, Indonesian brands are fostering unprecedented levels of engagement. Featuring consumer-created content not only amplifies reach but also organically fosters brand loyalty. However, curating this content requires careful strategy to ensure consistency with brand messaging and values. As communities grow more involved, trust between brands and audiences solidifies, establishing a reciprocal relationship. It’s a fascinating dynamic, but managing potential pitfalls in user interactions is another story…

Encouraging user-generated content also poses challenges, particularly around moderation and quality control. Indonesian brands need mechanisms to sift through submissions, selecting those that align with their brand ethos while maintaining high production values. The task of achieving this balance blurs the lines between spontaneity and curation. As complex as it sounds, brands that succeed in this space are redefining content marketing benchmarks. Yet there’s another dimension to this evolving strategy…

Create the right incentives, and brands can harness UGC in ways that speeches or ads simply can’t match. Creating challenges or interactive campaigns transforms audiences from passive recipients to active contributors. This shift fuels community spirit and leads to content that resonates on a personal level. However, despite its potential, incentivizing user engagement comes with risks, particularly with intellectual property and privacy concerns. The story continues to unfold, but the most unexpected twist is on the horizon…