Bahasa vs English Captions: A/B Test Results for Influencer Marketing in Indonesia
- The Language Dilemma in Indonesian Influencer Marketing
- Research Methodology: How We Tested Bahasa vs English Captions
- Key Findings: Performance Metrics Compared
- Cultural Context: Why Language Choice Matters in Indonesia
- When to Use Bahasa Indonesia in Your Campaigns
- When English Captions Perform Better
- Bilingual Approach: The Best of Both Worlds?
- Implementing Language Testing in Your Influencer Strategy
- Conclusion: Optimizing Language Strategy for Indonesian Audiences
For brands and marketers navigating Indonesia's diverse digital landscape, one question consistently emerges: should influencer content be in Bahasa Indonesia or English? With over 274 million citizens, 170+ million social media users, and hundreds of local languages, Indonesia represents one of Southeast Asia's most complex and promising markets for influencer marketing.
The language you choose for your influencer captions isn't just a communication detail—it's a strategic decision that directly impacts engagement, conversion, and brand perception. Our comprehensive A/B testing across multiple platforms and influencer tiers reveals surprising insights about when to use each language and how this choice affects different audience segments.
In this data-driven analysis, we'll unpack the real performance differences between Bahasa and English captions in Indonesian influencer campaigns, explore the cultural nuances behind these results, and provide actionable guidelines to optimize your multilingual content strategy for maximum impact in this vibrant market.
Bahasa vs English Captions: A/B Test Results for Influencer Marketing in Indonesia
The Language Dilemma in Indonesian Influencer Marketing
Indonesia presents a fascinating linguistic landscape for marketers. As the world's fourth most populous country with over 274 million people, it boasts remarkable diversity: 700+ languages, widespread English education, and a national language (Bahasa Indonesia) that unites the archipelago. For brands leveraging influencer marketing, this creates a genuine strategic question—should content be in Bahasa Indonesia, English, or both?
Many global and local brands face this dilemma daily:
- International brands often default to English for consistency but wonder if they're missing engagement opportunities
- Local Indonesian brands question if English might help them appear more premium or international
- Regional brands struggle to find the right balance between languages across different platforms
These questions aren't merely academic—they directly impact campaign performance, audience connection, and ultimately ROI. The language choice shapes not just comprehension but cultural resonance, authenticity, and brand perception.
Research Methodology: How We Tested Bahasa vs English Captions
To provide definitive answers on language performance, we conducted extensive A/B testing across multiple platforms and influencer categories in the Indonesian market. Our methodology was designed to isolate language as the primary variable while controlling for other factors that might impact performance.
The study included:
- Sample size: 120 influencers across micro, mid-tier, and macro influence levels
- Platforms: Instagram, TikTok, YouTube, and Twitter
- Content types: Static posts, Stories, Reels/short-form video, and long-form content
- Testing approach: Each influencer posted identical visual content twice—once with Bahasa Indonesia captions and once with English captions, with posting times, hashtags, and other variables closely matched
- Measurement period: 7 days of performance tracking per content piece
- Metrics analyzed: Engagement rate, reach, comments, shares, saves, sentiment analysis, and click-through rates
By working with influencers who maintained similar aesthetic styles and posting cadences, we minimized variables that could skew results. Posts were published during optimal engagement windows for each influencer's audience, with consistent creative briefs and key messaging points.
Key Findings: Performance Metrics Compared
Engagement Rate Differences
Our testing revealed significant engagement disparities between language choices, though results varied by platform and influencer tier:
Overall engagement averages across platforms:
- Bahasa Indonesia captions: 4.7% engagement rate
- English captions: 3.2% engagement rate
- Bilingual captions: 5.1% engagement rate
This 47% higher engagement for Bahasa Indonesia versus English represents a substantial difference that could significantly impact campaign outcomes. However, the most interesting finding was that bilingual captions—those incorporating both languages thoughtfully—outperformed both single-language approaches.
Comment quality also differed markedly. Bahasa Indonesia captions generated 72% more comments, with significantly higher comment length and more personal responses. English captions, while generating fewer comments, often attracted more internationally diverse audiences and demonstrated higher sharing rates among certain demographics.
Audience Demographic Responses
Language preference wasn't uniform across audience segments. Our analysis revealed clear demographic patterns:
Age-based preferences:
- Gen Z (16-24): Showed nearly equal engagement with both languages, with a slight preference for bilingual content
- Millennials (25-40): 58% higher engagement with Bahasa Indonesia content
- Gen X (41-56): 73% higher engagement with Bahasa Indonesia content
Geographic differences:
- Urban centers (Jakarta, Bandung, Surabaya): Minimal engagement difference between languages (~12%)
- Secondary cities: 41% higher engagement with Bahasa Indonesia
- Rural areas: 83% higher engagement with Bahasa Indonesia
Education/socioeconomic factors:
- Higher education/income segments showed comparable engagement across both languages
- Middle-income segments showed moderate preference for Bahasa Indonesia
- Lower-income segments showed strong preference for Bahasa Indonesia
These patterns highlight the importance of audience analysis when making language decisions. For campaigns targeting older or more diverse geographic segments, Bahasa Indonesia shows clear advantages, while younger, urban, and higher-income audiences demonstrate more language flexibility.
Platform-Specific Results
Perhaps the most actionable insights came from platform-specific analysis, which revealed distinct platform ecosystems with their own language dynamics:
Instagram:
- Static posts: 31% higher engagement with Bahasa Indonesia
- Stories: Minimal difference (<10%) between languages
- Reels: 27% higher engagement with Bahasa Indonesia
TikTok:
- Overall: Only 18% difference between languages, the smallest gap of any platform
- Higher completion rates: English captions performed better for video completion
- Comment engagement: Bahasa Indonesia generated 2.4x more comments
YouTube:
- Short-form: Minimal language impact on engagement
- Long-form: 43% higher watch time with Bahasa Indonesia descriptions and titles
- Community interaction: 67% more active comment sections with Bahasa Indonesia
Twitter:
- Engagement: 29% higher engagement with Bahasa Indonesia tweets
- Retweets: English tweets received 22% more shares/retweets
- Conversations: Bahasa Indonesia tweets generated 3.1x longer conversation threads
These platform-specific insights demonstrate that language strategy should be adjusted based not just on audience demographics but also on platform dynamics and content format.
Cultural Context: Why Language Choice Matters in Indonesia
Beyond pure metrics, understanding the cultural context behind these results is crucial for brands seeking deeper audience connections in Indonesia.
Indonesia's relationship with language is complex and nuanced. While English proficiency has increased dramatically—especially in urban areas and among younger generations—Bahasa Indonesia remains deeply tied to national identity and everyday communication. It serves as the unifying language in a country with hundreds of local languages and dialects.
Many Indonesians view language choice as signaling specific values and associations:
- Bahasa Indonesia often connects to authenticity, cultural understanding, and accessibility
- English frequently signals international perspective, education, and modernity
- Code-switching (alternating between languages) reflects the reality of how many Indonesians actually communicate day-to-day
This explains why bilingual approaches often outperform single-language strategies—they mirror how many Indonesians naturally communicate online, especially in urban environments and among younger demographics. As one participant in our study noted: "When brands mix Bahasa and English naturally, it feels like they really understand Indonesian internet culture."
When to Use Bahasa Indonesia in Your Campaigns
Based on our findings, Bahasa Indonesia captions are particularly effective in these scenarios:
1. When emotional connection is the primary goal Emotional marketing messages, personal stories, and content requiring nuanced cultural understanding performed 63% better in Bahasa Indonesia. The language allowed for cultural references, humor, and emotional nuances that often got lost in English translations.
2. For broad demographic reach Campaigns targeting diverse age groups or geographic regions beyond tier-one cities saw substantially higher overall engagement with Bahasa Indonesia. For nationwide campaigns seeking maximum reach, Bahasa Indonesia provided clear advantages.
3. When community building is a priority Bahasa Indonesia generated significantly more comments, conversations, and community interactions. For brands focused on building active communities rather than passive consumption, the national language created more vibrant discussion spaces.
4. For educational or complex information When influencers needed to explain detailed product information, usage instructions, or educational content, Bahasa Indonesia resulted in better comprehension and higher completion rates, particularly for video content explaining complex topics.
When English Captions Perform Better
Despite Bahasa Indonesia's overall engagement advantages, English outperformed in several specific contexts:
1. Premium positioning and luxury markets For luxury brands and premium products, English captions often reinforced international positioning and exclusivity. English captions showed 27% higher conversion rates for high-end products priced in the top quartile of their category.
2. Tech and innovation sectors Tech products, apps, and innovation-focused campaigns saw comparable or slightly better performance with English captions, particularly among early adopters and tech enthusiasts. English terminology often dominates natural tech discussions in Indonesia.
3. Targeting specific urban youth demographics Some urban Gen Z segments, particularly those interested in global trends, fashion, and international culture, engaged equally or more with English content. This was especially prominent on TikTok and Instagram Reels.
4. International contexts and travel Content related to international experiences, global brands with minimal localization, or travel performed 23% better with English captions as they reinforced the international context of the content.
Bilingual Approach: The Best of Both Worlds?
Perhaps the most compelling finding from our research was the superior performance of thoughtfully constructed bilingual captions. When executed naturally—not merely translating the same content twice—this approach outperformed both single-language strategies.
Effective bilingual approaches typically followed specific patterns:
- Opening with Bahasa Indonesia to establish cultural connection, then incorporating English phrases where they felt natural
- Using the language most appropriate for specific terms (tech terms often in English, cultural references in Bahasa)
- Employing the natural code-switching patterns common in everyday Indonesian communication
- Avoiding direct translation and instead using each language for its strengths
As one digital marketing director noted in our interviews: "Our best performing influencer content mimics how Indonesians actually speak online—flowing between Bahasa and English naturally, not forced or formulaic."
Implementing Language Testing in Your Influencer Strategy
Based on these insights, how can brands and marketers implement effective language testing in their Indonesian influencer campaigns? Here are practical steps to optimize your approach:
1. Start with audience analysis Before making language decisions, analyze your specific audience demographics, including age distribution, geographic concentration, and platform preferences. Tools like StarNgage Pro can help segment audience characteristics to inform language strategy.
2. Consider campaign objectives Align language choice with primary campaign goals. Awareness campaigns might benefit from Bahasa Indonesia's broader reach, while conversion-focused campaigns for premium products might leverage English or bilingual approaches.
3. Implement A/B testing Follow our testing methodology to conduct your own language A/B tests with a subset of influencers before full campaign rollout. Start with a small test group to measure the impact of language variation on your specific audience and offerings.
4. Account for platform differences Develop platform-specific language guidelines that recognize the unique ecosystem of each channel. What works on Instagram may differ significantly from Twitter or YouTube best practices.
5. Monitor and adapt Use comprehensive analytics tools like StarNgage Pro to track language performance across campaigns, allowing for continuous refinement of your approach based on real performance data rather than assumptions.
6. Provide language guidance, not rigid scripts Rather than dictating exact caption wording, provide influencers with language preferences, key messaging points, and terminology guidelines while allowing their authentic voice to come through. This authenticity was a key factor in higher-performing content.
By implementing strategic language testing and optimization, brands can significantly improve campaign performance while building deeper cultural connections with Indonesian audiences. Platforms like StarNgage Pro provide the analytics and management tools needed to track language performance across influencer campaigns effectively.
Conclusion: Optimizing Language Strategy for Indonesian Audiences
Our comprehensive A/B testing reveals that language choice is far from a superficial consideration in Indonesian influencer marketing—it's a strategic decision with significant impact on campaign performance. While Bahasa Indonesia generally outperforms English for broad metrics like engagement rate and comment generation, the optimal approach varies based on audience composition, campaign objectives, platform dynamics, and brand positioning.
The most successful brands in the Indonesian market recognize this complexity and implement thoughtful, data-driven language strategies rather than one-size-fits-all approaches. For many campaigns, especially those targeting diverse demographics, the bilingual approach offers the best of both worlds—establishing cultural authenticity while maintaining international positioning.
As Indonesia's digital ecosystem continues to evolve, brands that develop nuanced, adaptable language strategies will gain significant advantages in connecting with this vibrant, diverse market of 170+ million social media users. By leveraging tools like StarNgage Pro to analyze language performance and optimize creator relationships, marketers can transform language from a communication challenge into a strategic asset for campaign success.
The data is clear: language choice significantly impacts influencer marketing performance in Indonesia, with average engagement differences of 47% between Bahasa Indonesia and English captions. However, the optimal approach isn't universal—it depends on your specific audience demographics, campaign objectives, platform selection, and brand positioning.
For brands seeking to maximize their impact in the Indonesian market, we recommend these key takeaways:
- Understand the cultural and demographic factors driving language preference
- Implement systematic A/B testing to validate language performance for your specific audience
- Consider bilingual approaches that authentically reflect how many Indonesians naturally communicate
- Adapt language strategy by platform, recognizing that each social channel has unique language dynamics
- Use comprehensive analytics to continually refine your approach based on performance data
By treating language as a strategic variable rather than an afterthought, brands can significantly enhance their influencer marketing effectiveness while building deeper connections with Indonesian audiences. The brands that thrive will be those that move beyond simply translating content to truly understanding the cultural nuances of language in this dynamic market.
Ready to optimize your influencer marketing strategy with data-driven insights? StarNgage Pro offers comprehensive tools for discovering the right influencers, analyzing their performance metrics, and tracking campaign ROI across platforms. Take the guesswork out of influencer marketing and start building more effective creator partnerships today.