Komdigi Promotes Techfluencer Ecosystem to Accelerate Digital Adoption

Digital transformation in Indonesia is showing significant acceleration. Throughout 2025, the national digital economy is projected to maintain double-digit growth, driven by increased technology adoption, internet penetration exceeding 75 percent of the population, and the strengthening role of the creator economy in influencing digital consumption behaviour. As of early 2025, Indonesia had 143 million active social media users, with the influencer marketing market value projected to reach USD 257 million, growing at an average rate of 9.8 percent annually. However, behind this growth, challenges persist, including low awareness of local digital products, limited distribution, and minimal monetisation support for technology creators. This indicates that improving digital literacy alone is insufficient; an integrated ecosystem is needed to bridge digital talent, creators, and technology products to accelerate adoption and economic growth. Addressing these challenges, the Ministry of Communication and Digital (Komdigi), through the Garuda Spark Innovation Hub, held a programme titled Tech Influencer Ecosystem. Collaborating with Ngalup.co, the programme introduces a new approach through the concept of ‘Techfluencer’—a shift from entertainment-based influencing to influence focused on technology education and digital product adoption. Irfan Rahmad Widiutomo, CEO of Ngalup.co, stated that the programme delivers tangible impact on digital economic growth. Unlike lifestyle influencers oriented towards awareness and engagement, Techfluencers drive understanding, usage, and transactions of digital products among audiences. The programme, also supported by Jagoan Hosting, is designed to build an integrated ecosystem between creators, digital talent, and local technology products. Through this approach, creators not only produce content but also act as a distribution engine for digital innovation, bridging the gap between products and users while accelerating technology adoption in society. In its implementation, the programme targets capacity building for up to 200 tech creators, with 70 percent expected to consistently produce educational technology content and 60 percent able to present digital products in easily understandable formats. The impact extends beyond improving digital literacy to activating product usage, with hundreds of new users expected to try the introduced local technology solutions. Furthermore, Techfluencer opens new economic opportunities through monetisation models such as SaaS affiliation, revenue sharing, and collaboration with technology products. Even if only a small portion of the audience adopts digital products, the resulting effect can include increased transactions, startup revenue growth, and accelerated national technology adoption. Through this approach, Techfluencer not only builds creators but also creates a multiplier effect for the digital ecosystem, transforming creators into educators and innovation into widely used solutions. This represents a concrete step to drive digital literacy that directly impacts Indonesia’s digital economic growth. Sonny Hendra Sudaryana, Director of Digital Ecosystem Development, emphasised that strengthening the digital ecosystem cannot be done partially and requires cross-sector collaboration connecting talent, creators, and industry players. He stated that through this programme, the ministry encourages the emergence of talent who not only possess technological competence but also become drivers of digital adoption in society, expanding literacy and accelerating inclusive and sustainable utilisation of national digital products.