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5 Ways to Effectively Localize Crypto Marketing in Indonesia

Thursday, 28 November 2024
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Indonesia is one of the fastest-growing cryptocurrency markets globally, with over 20 million investors in 2024, up from 16.7 million at the end of 2022. Ranked 3rd globally in the 2024 Chainalysis Global Crypto Adoption Index, Indonesia offers unparalleled opportunities for crypto projects to thrive. Yet, this vibrant market comes with unique challenges: a complex regulatory landscape, vast cultural diversity, and varying levels of digital literacy.

Success here requires more than a one-size-fits-all global marketing playbook—it demands deep localization, cultural empathy, and tailored strategies. Here are five key approaches to effectively localize crypto marketing in Indonesia.

1. Speak the Language of Your Audience

Localization goes beyond simple translation; it’s about connecting with your audience on their terms. For the Indonesian market, this means adapting your tone, style, and context to align with local norms and cultural references.

Avoid overwhelming technical jargon. Instead, simplify your messaging to terms that resonate with everyday users. For example, explain “staking” as “earning passive income from your crypto.”

Educational campaigns like “How to Start with Crypto in 3 Simple Steps” can build confidence, especially when paired with conversational and engaging language. Humor and memes rooted in Indonesian pop culture or slang—like using the term “Receh” (loosely meaning “spare change” but also humorously referring to small investments)— “Cuan” (profit) or “Santuy” (relaxed) into your campaigns can make your content feel approachable and resonate with your audience.

A great example is the Coinvestasi campaign using relatable content and lighthearted language to explain complex crypto concepts, which boosted their engagement on TikTok and Instagram. When done well, localization helps your audience feel understood, not just addressed.

2. Leverage the Right Social Media Platforms

Indonesia’s social media habits are dynamic, with each platform serving different purposes for crypto engagement. To maximize impact, tailor your content strategy across these platforms:

  • Instagram: Best for visually striking infographics, carousels, and reels that simplify complex crypto topics.
  • TikTok: Ideal for short, engaging, and educational videos targeting younger, tech-savvy users.
  • Telegram: A popular platform for community discussions and real-time updates.
  • Twitter (X): Crucial for thought leadership and sharing breaking news about crypto markets.

For example, you could create a TikTok series titled “Crypto Basics in 30 Seconds” to demystify blockchain concepts or host live AMA (Ask Me Anything) sessions on Telegram to address real-time questions from your community. Balancing content across these platforms ensures you reach diverse segments of Indonesia’s digitally connected population.

Read more: 7 Ways to Build and Engage a Crypto Community in Indonesia

3. Align Visuals and Narratives with Local Culture

Campaigns that reflect Indonesian culture resonate more deeply than generic global strategies. Start by incorporating visuals, stories, and themes that align with local values and aesthetics. For instance, bright and minimalist designs with a clean layout often appeal to Indonesian tastes.

Cultural moments like Ramadan present a unique opportunity to connect with audiences. A campaign promoting crypto donations for zakat (charitable giving) could highlight how blockchain enables transparency and trust, tapping into the communal spirit of the season. Similarly, promoting NFTs by showcasing the work of Indonesian artists can tap into a sense of national pride while illustrating the global reach of blockchain technology.

4. Educate to Build Trust

Despite the rapid growth of crypto adoption, blockchain technology remains a new concept for many Indonesians. Education is critical to overcoming misconceptions and fostering trust. Create beginner-friendly, interactive resources such as:

  • “What is Crypto?”
  • “How to Set Up Your Wallet in 3 Easy Steps”
  • “How to Earn Passive Income with Staking”

Interactive formats—short videos, step-by-step infographics, or live webinars—work particularly well. For example, a TikTok tutorial showing how to transfer funds from popular e-wallet platforms like GoPay or OVO to a crypto wallet could resonate with younger audiences while showcasing the usability of your platform.

Providing this educational content not only positions your brand as a trusted authority but also fosters long-term loyalty. Coinvestasi have successfully leveraged educational content to attract and retain new users, blending simplicity with visual appeal.

Read more:12 Trusted Crypto Influencers in Indonesia Shaping the Industry

5. Highlight Tangible Benefits with Real Examples

Indonesian consumers are highly practical, valuing solutions that address their immediate needs. Your marketing should clearly demonstrate the real-world benefits of crypto, such as accessibility, transparency, and financial empowerment. Consider focusing on:

  • Local Payment Integrations: Showcase compatibility with GoPay, OVO, or Dana, simplifying the on-ramp process for users.
  • Robust Security Features: Emphasize your platform’s commitment to security with measures like two-factor authentication and real-time fraud alerts.
  • User Testimonials: Share stories of how your platform has improved users’ financial lives, backed by local testimonials.

For example, you could highlight how your platform supports remittances, reducing fees for Indonesians sending money home from abroad. Similarly, showcasing successful local crypto investors or entrepreneurs as case studies can build credibility and inspire others.

Read more: 5 Ways to Get Your Crypto Projects Listed in Indonesian Exchanges

Indonesia’s crypto market is thriving, but achieving crypto marketing success in Indonesia requires a localized approach that embraces culture, education, and trust. With unmatched expertise and deep market insights, Indonesia Crypto Network (ICN) is your trusted partner to navigate this unique ecosystem. Let us help your project thrive and build lasting loyalty. Ready to seize this opportunity? Let’s book a call and make it happen!

Anisa Giovanny

Digital Growth Specialist @ Indonesia Crypto Network
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