Social Media Content Strategies for Ministries and Agencies in the Era of 180 Million Users

Indonesia will have 180 million social media users by 2026, equivalent to 62.9 percent of the total population. Each citizen spends an average of 21 hours and 50 minutes per week on social media, or more than three hours every day. Ministries and agencies that are not present on these platforms risk losing public trust.

Essential Platforms to Master

WhatsApp is the most frequently used app, with 90.8 percent of Indonesians accessing it at least once a month. TikTok and WhatsApp are nearly on par in terms of daily engagement, at approximately 1 hour and 53 minutes and 1 hour and 52 minutes per day, respectively. YouTube leads in session duration with an average of 16 minutes and 49 seconds.

The Dominance of Short-Form Video in 2026

One of the most prominent trends in 2026 is the dominance of short-form video content, as this format effectively conveys messages concisely. Ministries and agencies need to prioritize the production of vertical videos lasting 15 to 60 seconds.

Consistency and Relevance Are Key

Consistency in content posting is key to ensuring that institutions remain visible and memorable to their audience. Consistency must be accompanied by relevance that aligns with the needs and interests of the target audience.

The Use of AI for Analysis and Planning

AI can be used to assist in content analysis and planning, but the content must still be presented in natural, easy-to-understand language. The adoption rate of AI in Indonesia has reached 92 percent in terms of its use for national productivity.

Important Note Regarding Content for Minors

Ministry of Communication and Digital Technology Regulation No. 9 of 2026 prohibits users under 16 years of age from accessing high-risk digital platforms such as TikTok, YouTube, Instagram, and Roblox. As of April 29, 2026, approximately 1.7 million TikTok accounts belonging to underage users have been deactivated. Government content strategies must take this regulation into account.

Cakti Media Services for Ministries and Agencies

PT Cakti Media Indonesia provides social media content production, publication schedule management, search engine optimization, and content performance analytics tailored to government governance.

Sources

• We Are Social, “Digital 2026: Top Digital and Social Media Trends in Indonesia,” November 10, 2025

• Instagram dataindonesia.id, “We Are Social’s Digital 2026 Report,” January 9, 2026

• Telkom Solution, “Social Media Marketing 2026”, December 29, 2025

• Masoem University, “Artificial Intelligence in Indonesia 2026”, April 3, 2026

• Official post regarding Ministry of Communication and Digital Economy Regulation No. 9 of 2026