The dynamics of Indonesia's e-commerce industry are currently undergoing a significant shift triggered by changes in public shopping behavior and the evolution of digital platform features. Trends such as live selling and dynamic algorithm updates demand that creative industry players be more adaptive in determining their marketing strategies so they no longer rely on a single distribution channel.
Digital marketing practitioner Fajar Ryan Akbar AM emphasized that a mindset fixated on a single social media platform is no longer relevant. He believes that the resilience of an affiliate creator depends heavily on their ability to integrate content into a broader and more diverse ecosystem.
According to Fajar, creators who can sustain long-term success are not those who rely solely on fleeting virality, but those who are able to diversify. This strategy involves strategic content mapping, such as pairing promotional activities on TikTok and Shopee Video with the optimization of organic content on Facebook to reach a more heterogeneous audience.
The key to success in this multiplatform approach remains rooted in consistency and objectivity when providing product reviews. Although each platform has distinct audience characteristics, the consumers' need for honest information remains the primary deciding factor before making a purchasing decision.
Furthermore, Fajar emphasized that channel diversification is not merely an effort to expand reach, but a form of risk management for novice affiliates. Building professionalism through digital literacy and the ability to read market trends is a crucial step in strengthening the foundation of a sustainable local creative economy.
