KBRN, Jakarta: Recent research conducted by Indonesia Indicator (I2) revealed that TikTok is Indonesia's most popular and highly engaged social media platform in 2024. The 'Social Media Trends in Indonesia' research was released in Jakarta on Monday.

According to Communications Director of I2, Rustika Herlambang, TikTok users generated a staggering 107,998,788 posts with a total of 17,329,380,404 interactions.

"Among the five social media platforms studied—Instagram, Twitter, Facebook, and YouTube—TikTok recorded the highest engagement rate," Herlambang explained, as quoted by rri.co.id.

The platform's popularity can be attributed to its ability to deliver light, expressive, and relatable content. "The democratization of viral content on TikTok, where every user has an equal opportunity to gain popularity, is the platform's primary appeal," she added.

This is reflected in the platform's average monthly usage time of 38 hours and 26 minutes per user.

Popular content on TikTok includes education, entertainment, daily life, culinary, beauty, fashion, and health and wellness.

Rustika further explained that TikTok has evolved from a platform for light entertainment into a significant space for public and political discourse. Political messages are packaged in narratives that resonate with TikTok's predominantly Gen Z and millennial user base.

"Its creative and easily accessible content format has made TikTok a favorite among young people and serves as a medium for various needs, including politics," she said.

In the 2024 Indonesian Presidential Election, TikTok played a crucial role in political campaigns, reaching young voters and helping to shape the candidates' image. ***