Indonesia’s political landscape has experienced a dramatic shift as more influencers have entered the political arena. With more than 20 influencers elected to parliament in the 2024 elections, these digital stars are transforming traditional campaigns. Influencers are leveraging their vast online followings to gain political traction, but their lack of political expertise and reliance on emotional appeal has sparked criticism.
Take, for example, Vicky Shu, a singer and content creator with millions of followers. Her attempt to run in the regional elections marked a major shift in how social media influencers engage with politics. Although she didn’t win, her campaign was just one example of how influencers are capitalizing on their digital fame to contest elections across Indonesia.
The growing presence of influencers in the political sphere reflects a broader trend in Southeast Asia. Research indicates that influencers, particularly on platforms like Instagram, TikTok, and YouTube, have immense power in shaping public opinion. Indonesians are increasingly turning to familiar social media personalities, which has led to their involvement in political campaigns and elections. As Titi Anggraini, an expert in electoral democracy, points out, the country’s political parties are now focusing on personalities with large followings instead of grooming new political leaders.
However, critics argue that the rise of influencers in politics is symptomatic of a deeper issue—Indonesia’s failure to develop new political leaders. While the public is drawn to influencers’ fame, their lack of political understanding poses challenges for meaningful policy discussions and effective governance. Many influencers focus on appealing to emotions, offering little in terms of political substance or knowledge.
The cost of running for office is another factor driving the popularity of influencers. With candidates spending millions of dollars on campaigns, it’s clear that the political process has become a contest of popularity rather than leadership ability. This high cost also excludes many potential candidates, further reinforcing the trend of celebrities and influencers gaining access to power due to their financial resources and online influence.
Some influencers have been rewarded for their support of political leaders. Raffi Ahmad, a major YouTube star, was appointed as a special envoy after endorsing President Prabowo Subianto. This kind of political favoritism underscores the growing influence of social media celebrities in shaping Indonesia’s political future.
The trend of influencers in politics is not unique to Indonesia. Across Southeast Asia, countries like the Philippines and Brazil are witnessing similar phenomena, where social media personalities run for political office, raising concerns about misinformation and the spread of hate speech. In Indonesia, this is particularly concerning due to the country’s history of online hate speech targeting religious minorities.
Despite these challenges, the trend of influencer-politicians is likely to continue, as voters are drawn to familiar faces rather than unfamiliar political candidates. However, the lack of transparency, the spread of disinformation, and the overall decline in the quality of democratic debate pose significant challenges for the future of Indonesian democracy.
