IDN Research Institute Launches ICMR 2027: Visibility to Velocity
Indonesia Creator Marketing Report 2027 by IDN Research Institute highlights the shift from visibility to velocity, as audience trust must translate into more measurable business impact.
Jakarta, October 22, 2026 – Success in creator marketing can no longer be measured solely by how many people see a piece of content. As consumers become more selective in their spending, brands need to understand how creator content influences product consideration and purchasing decisions. This shift from visibility to velocity is a key focus of the Indonesia Creator Marketing Report (ICMR) 2027, released today by IDN Research Institute.
The report highlights how creators are moving beyond their traditional role of building brand awareness. They also help audiences understand products, compare options, and make purchasing decisions. As a result, the industry's challenge is no longer simply to reach audiences, but to demonstrate the broader contribution of creator marketing to business objectives.
Using a combination of quantitative and qualitative research, ICMR 2027 surveyed 305 respondents from the Connected Audience segment, defined as audiences who actively follow their preferred creators and shop online. The research is further enriched by perspectives from brand practitioners and creators, as well as in-depth interviews with industry stakeholders.
The report continues to draw on three established frameworks: ABCs (Audiences, Brands, and Creators), 3T (Trust, Time, and Talent), and 3R (Roots, Range, and Reinvention). Together, these frameworks provide a foundation for understanding how the creator ecosystem can drive sustainable growth.
Trust Becomes a Key Factor in Purchasing Decisions
ICMR 2027 One of the key findings of ICMR 2027 reveals that 74% of respondents said recommendations from creators they trust have become increasingly important as economic conditions tighten. This finding suggests that even as consumers become more cautious with their spending, they continue to rely on creators as a source of guidance, particularly when they need greater confidence before making a purchase.
Meanwhile, 77% of respondents consider product reviews and comparisons as part of their purchasing decisions, followed by live commerce at 57% and product tutorials or demonstrations at 50%. In contrast, only 18% associated their purchase decision-making process with the initial moment of discovering awareness-stage content.
These findings indicate that exposure alone is no longer sufficient as the sole measure of success in brand–creator collaborations. Content that provides useful information, builds confidence, and encourages action is becoming increasingly important.
“Today, as consumers become more selective, the challenge for brands is no longer simply how to capture audience attention, but how to turn that attention into consideration and tangible purchasing decisions. This shift from visibility to velocity is one of the key themes explored in the Indonesia Creator Marketing Report 2027,” said William Utomo, Co-Founder & COO of IDN.
Measuring Creator Contributions Across the Consumer Journey
ICMR 2027 Hana Novitriani, VP of ICE, emphasized that the industry needs to demonstrate creator contributions across different stages of the consumer journey, including moments when content helps audiences evaluate products and make purchasing decisions.
“Creator marketing has contributed throughout the consumer journey, from building awareness to driving purchasing decisions. The industry now needs to demonstrate these contributions more comprehensively, ensuring that the value creators deliver is measured not only by reach, but also by their impact on the consumer journey,” said Hana.
ICMR 2027 The Indonesia Creator Marketing Report 2027 underscores that the future of the creator industry will be shaped not only by the scale of audience reach, but also by the ability to build trust and turn attention into tangible impact. In the era of Creator Economy 3.0, the industry's growth will increasingly depend on sustainable collaboration, authenticity, and more meaningful ways of measuring creator contributions. The full Indonesia Creator Marketing Report 2027 is available for download at: https://report.idnresearchinstitute.com/
