24 November, 2025
The new era of influencer marketing: community is more powerful than popularity.
With audiences becoming more selective and critical, Max Verrier of Narrators believes that authenticity and community engagement are now fundamental to the effectiveness of campaigns that truly influence consumer behavior.
Amidst the rapid growth of the creator economy in Indonesia, the dynamics of influencer marketing are no longer limited to big names. Previously, brands flocked to celebrities for visibility, but now that approach is no longer a guarantee of success. Indonesian audiences are becoming more discerning, platforms are increasingly diverse, and expectations for ROI are higher. All of this has triggered a fundamental shift in who is truly considered to have “influence.”
Narrators see this shift directly in Southeast Asia, especially Indonesia: brands increasingly demand closeness and relevance rather than mere popularity. Meaningful engagement has become a more important parameter than broad reach. As a result, influencer marketing has evolved from an individual tactic to a carefully calculated integrated communication strategy.
This shift has also changed the definition of influence itself. The public is now more skeptical of celebrity endorsements that seem scripted, while relationships that grow organically within communities have a deeper impact. Technology, with AI and data as its foundation, together with a hybrid model between platforms and humans, is key to maintaining scalability without sacrificing authenticity.
In an interview with Campaign Indonesia, Max Verrier, Regional Head of Business & Operations at Narrators, explained how Indonesian audience behavior has changed, why small-scale creators are now increasingly sought after, and the role of technology in assessing credibility and quality in greater depth. Max also explained how brands can balance creativity, efficiency, and long-term partnerships with micro-creator communities. Here is a summary of our conversation, which has been edited for clarity.
Narrators works with influencers of all levels, from mega to nano. What have you observed in Southeast Asia, particularly Indonesia, regarding brands that are now shifting their focus to smaller-scale creators?
After working with various levels of influencers over the past ten years in Southeast Asia, we have seen a very clear shift towards the use of smaller-scale creators, especially in Indonesia.
Brands now prioritize authenticity and engagement over mere reach. Micro and nano creators build deeper trust and deliver stronger message retention and conversion intent, making them a strategic foundation in many campaigns. Ultimately, the choice of creator tier is largely determined by campaign objectives: larger creators remain effective for creating awareness, while smaller-scale creators drive engagement, conversion, and organic conversation on social media.
The success of a campaign itself depends heavily on a solid brief, the selection of the right platform, and long-term partnerships that give creators the space to express themselves in their authentic style. This entire process is supported by systems and tools that ensure relationships can be managed effectively and communication remains consistent. In essence, influencer marketing is no longer just a tactic, but a comprehensive strategic approach.
In your opinion, what makes a creator truly "influential" nowadays, and why is the audience increasingly leaning towards KOCs rather than KOLs?
Today’s “influence” is rooted in credibility and relationships, not just visibility. We see it as the ability of creators to drive audiences to action through trust and relevance. The shift from KOLs to KOCs reflects this change, where audiences feel more connected to creators who come across as friends rather than celebrities.
Indonesian audiences are becoming increasingly skeptical of celebrity endorsements. Conversely, what is driving the increase in trust in micro or nano creators? How do Narrators measure this?
Audiences trust creators who truly reflect their lifestyle and values. Micro-creators interact directly with their followers, making recommendations feel natural and authentic. All creators in our community are selected through in-depth curation by our influencer specialist team to ensure their audience is genuine and relevant to the brand. We also measure trust through an internal credibility score, which includes engagement rate, audience demographics, and their behavior, not just the number of followers.
Many brands are still fixated on large reach figures and expect conversions to sales. In your opinion, what actually makes micro-creators able to have a more significant impact?
We always remind ourselves that influence is not about the number of people reached, but how deep the relationships are. Even with a smaller number of followers, micro-creators often generate higher engagement and stronger brand recall.
At Narrators, we help brands find creators whose audience aligns with their objectives. When creators are given creative space to tell stories in their own personal style, their content feels more authentic. That’s where significant impact is created, even if it’s not always reflected in traditional reach or conversion metrics.
How do Narrators help brands find more authentic micro-creators without losing the human touch?
Our hybrid model combines technology with human expertise to maintain a balance between scale and authenticity. Our platform uses in-depth demographic data to help brands find creators whose audiences align with campaign objectives, while our team of influencer specialists conducts manual checks to ensure credibility and suitability.
Once selected, creators will receive personal guidance from community managers throughout the campaign, including support in creative aspects. This approach enables large-scale collaboration with micro-creators without losing the human touch, while promoting more authentic storytelling across various Southeast Asian markets.
So how do Narrators measure the value of micro-creators beyond likes and views?
We assess the real impact, not just the surface-level data. Our credibility score measures genuine engagement over time, not just the total number of content views. For us, comments and shares are far more indicative of interest and connection than likes or views.
We also pay attention to the ratio of meaningful interactions, such as saves, shares, and comments. These interactions are more substantial than total engagement. In addition, conversion potential and creator performance consistency are also key considerations, as more and more brands demand tangible contributions to demand and measurable ROI.
Any advice for brands on how to leverage micro-creator communities to build long-term trust and advocacy?
Successful brands are usually those that view micro and nano creators as long-term partners. With ongoing relationships and ample room for expression, content can appear more natural in creators’ lives and feel relevant to their communities. Because micro communities tend to be highly engaged, repeated collaborations will build trust, advocacy, and loyalty that are much stronger than project-based ones.
How do micro-creators contribute to the process of localizing the message that brands want to convey, and what role do Narrators play in this?
Indonesia is incredibly diverse, from languages and cultures to daily habits. Micro-creators understand this context because they live within their communities. National-level influencers are not always able to do this. With local teams in various markets, we help brands tailor their campaigns and work with creators who truly understand their audience.
What trends do you currently see brands pursuing in their influencer strategies?
Many brands in Indonesia are now shifting from one-off campaigns to long-term partnerships with creators who truly reflect their values. We are seeing a growing trend in the use of micro and nano creators with highly engaged niche audiences, coupled with a greater focus on culturally relevant local content. At the same time, selectivity regarding creator quality is also becoming more stringent, not only in Indonesia but throughout Southeast Asia.
We have also observed that many of our clients have a strong tendency to divide their budgets among more micro and nano creators in order to maximize engagement, build trust, and reach niche audiences. However, some major brands still rely on the wide reach of major creators for awareness.
How can brands maintain authenticity without exploiting creators with low rates or burdensome briefs?
It all starts with respect and transparency. Brands need to understand the value that creators bring and compensate them fairly, regardless of their audience size. At Narrators, we ensure that the workload remains realistic and give creators enough time and space to produce truly authentic content.
When drafting briefs, we always emphasize a balance between the creator’s storytelling style and the brand’s objectives, without burdening them with excessive demands. When creators are treated as partners, rather than mere content producers, the results are more authentic and resonate more strongly with the audience.
Each social media platform has its own characteristics. In your opinion, which one currently provides the most meaningful engagement for small-scale creators in Indonesia?
In Indonesia, TikTok is the platform with the strongest engagement for micro and nano creators. Its algorithm makes it easy for small creators to be discovered, while the short video format opens up space.
for more authentic storytelling. Instagram remains an effective platform for visual and lifestyle content, while YouTube excels at long-form stories. However, in our experience at Narrators, TikTok consistently delivers the highest engagement for small-scale creators.
In your opinion, what does the future hold for creators in the influencer marketing landscape in Southeast Asia?
We see micro and nano creators continuing to be the main drivers of influencer marketing because they offer authenticity, community closeness, and strong trust. With AI becoming more advanced, platforms will likely be more transparent about metrics such as fake followers or artificial engagement, making truly organic small creators even more valuable. Brands will increasingly rely on them to build real connections, rather than just chasing reach numbers.
More and more micro-creators now view content creation as a serious career. They are starting to build consistent routines, improve production quality, and learn more targeted engagement strategies. TikTok is accelerating this development through various tools such as CapCut and other creative programs. With this support, even part-time creators are increasingly able to turn content creation into a sustainable profession.
