“I got the inspiration for Brenda from observing my close female friends.
KOLs like Samuda, whose Brenda persona has cultivated a massive following, depend on apps and tools that let them create content smoothly. They are also well-versed in synergizing e-commerce operations with social engagement. The two companies are used to competing in a mature Chinese market, which has an influencer economy projected to generate RMB 300 million in 2020. This potential for growth in Indonesia attracted the attention of Chinese short-video titans ByteDance and Kuaishou. “Advertising budgets from brands and agencies that were usually allocated for electronic and digital media, now have been diverted into influencer marketing.” “Content creator has an important role in Indonesia’s digital economy, given the large turnover of money in this new industry,” Budi Putra, COO of Indonesian content and creator management startup R66 Media, told KrASIA. Increasingly, influencer marketing is taking up larger portions of digital advertising budgets. Digital advertising spending in the country is estimated to have reached USD 2.6 billion in 2019, an increase of 26% from the previous year. Indonesia is the fastest-growing digital ad market in the world, followed by India, according to the 2019 Global Digital Ad Trends report From PubMatic. Even the government has tapped into the sector, spending at least IDR 90.4 billion (USD 6 million) on digital activities involving influencers since 2017. Indonesia’s burgeoning influencer economy is on the rise. Brenda sok imut bgt ala-ala gamau ungkit masalah sama pacar🙂 #BrendaLyfe ♬ original sound – BRENDA / EHAN I usually get up to five endorsements per month,” Samuda said. This blend of buzziness and high engagement has attracted the attention of brands including Viu Indonesia, D-bank, and others that commission Samuda to market products or brands to his audience on TikTok. “I do make videos for brand endorsements, but in Brenda’s style so they’re still funny. Samuda’s, or Brenda’s, skits have racked up around 28.5 million likes so far, with most clips receiving more than 100 comments. This increasingly popular online shopping habit has augmented the potential of the KOL-powered sales model, which leverages social apps to connect with, engage, and sell to consumers. Indonesia’s digital economy continues its robust expansion as COVID-19 remains a concern, with wider e-commerce adoption in the country than ever before. Samuda is just one of Indonesia’s growing legion of influencers, also known as key opinion leaders (KOLs), that have risen to internet fame on apps like Facebook’s Instagram and ByteDance’s TikTok. In lieu of a wig, Samuda fastens a piece of cloth to his head so it looks like long, flowing hair, and Brenda exaggerates women’s reactions when they talk with their crush, get mad at their boyfriends, or gossip with close friends.
Under the handle Samuda created a character called Brenda, a spoiled and melodramatic young woman whose overreactions are the backbone of Samuda’s skits. Reyhan Aldaro Samuda is a TikTok power user who has amassed 2.4 million followers in just one year.
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