Studi komparatif engagement rate konten kecantikan berdasarkan tier influencer TikTok: nano, micro, macro, mega

Authors

  • Revalina Renata Universitas Negeri Surabaya, Indonesia
  • Ratih Amelia Universitas Negeri Surabaya, Indonesia

DOI:

https://doi.org/10.37631/ebisma.v7i1.2329

Keywords:

Engagement Rate, Influencer Marketing, Tier Influencer, Beauty Content, TikTok

Abstract

TikTok has become one of the primary platforms for influencer marketing strategies among beauty brands in Indonesia. However, the assumption that mega influencers always generate the highest engagement has not been widely tested empirically. This study compares the engagement rate (ER) of beauty content across four influencer tiers, namely nano, micro, macro, and mega influencers on Indonesian TikTok. Data were collected through non-participant observation of 120 videos from 12 accounts using purposive sampling. Data analysis was conducted using the Kruskal-Wallis test and post hoc Mann-Whitney test with Bonferroni correction. The results revealed a significant difference in ER among the four influencer tiers (H = 17.311; p = 0.001; ε² = 0.145). Macro influencers had the highest mean ER (11.634%) and differed significantly from all other tiers. In contrast, mega influencers were not consistently superior, while nano influencers were not found to have the lowest ER. Mega influencers also showed the most consistent performance, indicated by the lowest coefficient of variation (48.3%). Theoretically, these findings indicate that the relationship between follower count and engagement is not linear within TikTok's algorithm-driven ecosystem. This study provides empirical insights for beauty brands in selecting influencer tiers according to campaign objectives on TikTok.

Author Biography

Ratih Amelia, Universitas Negeri Surabaya

Dosen Program Studi Bisnis Digital (S1 dan S2), Universitas Negeri Surabaya

References

Amelia, R., Kharisma, F., Thahirrah, N. N., Wihara, D. S., Sulistyowati, R., & Candra, I. D. (2024). Social Media Marketing and Electronic Word of Mouth on Customer Preference and Choice in Over-the-Top Media Service Platform. In 2024 12th International Conference on Cyber and IT Service Management (CITSM) (pp. 1-6). IEEE.

Bandura, A. (2001). Social Cognitive Theory of Mass Communication. In Media Psychology (Vol. 3, Number 3, pp. 265–299). Routledge. https://doi.org/10.1207/S1532785XMEP0303_03

Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132, 186–195. https://doi.org/10.1016/j.jbusres.2021.03.067

Bevan-Dye, A. L. (2024). Perceived Value and Purchase Influence of YouTube Beauty Vlog Content Amongst Generation Y Female Consumers. Human Behavior and Emerging Technologies, 2024(1). https://doi.org/10.1155/2024/1455264

Bhandari, A., & Bimo, S. (2022). Why’s Everyone on TikTok Now? The Algorithmized Self and the Future of Self-Making on Social Media. Social Media and Society, 8(1). https://doi.org/10.1177/20563051221086241

Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4), 469–479. https://doi.org/10.1016/j.bushor.2020.03.003

Carr, C. T., & Hayes, R. A. (2015). Social Media: Defining, Developing, and Divining. Atlantic Journal of Communication, 23(1), 46–65. https://doi.org/10.1080/15456870.2015.972282

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2020). Influencers on Instagram: Antecedents and consequences of opinion leadership. Journal of Business Research, 117, 510–519. https://doi.org/10.1016/j.jbusres.2018.07.005

Chan, T. H., Hung, K., & Tse, D. K. (2023). Comparing E-Commerce Micro- and Macroinfluencers in TikTok Videos: Effects of Strategies on Audience Likes, Audience Shares, and Brand Sales. Journal of Interactive Advertising, 23(4), 307–322. https://doi.org/10.1080/15252019.2023.2273253

Cohen, J. (n.d.). Statistical Power Analysis for the Behavioral Sciences Second Edition.

Conde, R., & Casais, B. (2023). Micro, macro and mega-influencers on instagram: The power of persuasion via the parasocial relationship. Journal of Business Research, 158. https://doi.org/10.1016/j.jbusres.2023.113708

Daft, R. L., & Lengel, R. H. (1986). Organizational Information Requirements, Media Richness and Structural Design. Management Science, 32(5), 554–571. https://doi.org/10.1287/mnsc.32.5.554

Fang, X., Shin, S. K., & Huang, X. (2025). Enhancing social media engagement: Speech act strategies across influencer types. Journal of Retailing and Consumer Services, 84. https://doi.org/10.1016/j.jretconser.2025.104258

Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics (5th Edition). SAGE Publications.

Hadi, A.S. (2024). Pentingnya Influencer Mikro dalam Strategi Pemasaran Modern. Tersedia di https://timesindonesia.co.id/kopi-times/501244/pentingnya-influencer-mikro-dalam-strategi-pemasaran-modern

Joshi, Y., Lim, W. M., Jagani, K., & Kumar, S. (2025). Social media influencer marketing: foundations, trends, and ways forward. Electronic Commerce Research, 25(2), 1199–1253. https://doi.org/10.1007/s10660-023-09719-z

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003

Katz, E., Blumler, J. G., & Gurevitch, M. (1973). USES AND GRATIFICATIONS RESEARCH. Public Opinion Quarterly, 37(4), 509–523. http://poq.oxfordjournals.org/

Kaye, D. B. V., Chen, X., & Zeng, J. (2021). The co-evolution of two Chinese mobile short video apps: Parallel platformization of Douyin and TikTok. Mobile Media and Communication, 9(2), 229–253. https://doi.org/10.1177/2050157920952120

Kemp, S. (2025, February 25). Digital 2025: Indonesia. DataReportal. https://datareportal.com/reports/digital-2025-indonesia

Khulwa, C. A., Luthfia, A., & Aras, M. (2025). Algorithm Awareness and User Motivation as Predictors of TikTok Engagement among Generation Z in South Jakarta. Asian Journal for Public Opinion Research, 13(4), 400–422. https://doi.org/10.15206/ajpor.2025.13.4.400

Korzynski, P., Protsiuk, O., Moulard, J. G., & Jain, V. (2025). Opinion leadership in a digital age: The rise of nano and micro-influencers. Telematics and Informatics, 102. https://doi.org/10.1016/j.tele.2025.102328

Lau, N., Srinakarin, K., Aalfs, H., Zhao, X., & Palermo, T. M. (2025). TikTok and teen mental health: an analysis of user-generated content and engagement. Journal of Pediatric Psychology, 50(1), 63–75. https://doi.org/10.1093/jpepsy/jsae039

Li, W., Zhao, F., Lee, J. M., Park, J., Septianto, F., & Seo, Y. (2024). How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset. Journal of Business Research, 171. https://doi.org/10.1016/j.jbusres.2023.114387

Moreno, D. E., & Lim, D. P. (2026). Enhanced relationship marketing anchored on digital live selling behaviors and Uses and Gratification Theory. Acta Psychologica. https://doi.org/10.1016/j.actpsy.2026.106661

Mwangi, Z., & Buvár, Á. (2024). The beauty complex: social media trends, effects, and opportunities. In Cogent Social Sciences (Vol. 10, Number 1). Cogent OA. https://doi.org/10.1080/23311886.2024.2427350

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191

Statista. (2025). Beauty & Personal Care - Indonesia. Statista. https://www.statista.com/outlook/cmo/beauty-personal-care/indonesia

Rumangkit, S., Pradana, H. A., & Hadi, A. S. (2024, May). The Impact of Artificial Intelligence Influencers on Purchase Intention. In 2024 9th International Conference on Business and Industrial Research (ICBIR) (pp. 0873-0878). IEEE.

Teresa Borges-Tiago, M., Santiago, J., & Tiago, F. (2023). Mega or macro social media influencers: Who endorses brands better? Journal of Business Research, 157. https://doi.org/10.1016/j.jbusres.2022.113606

Wang, R., Lei, Z., & Xiao, L. (2026). What affects the communication effect of rumor-refuting short videos? An empirical study based on multimodal features. International Journal of Information Management, 88. https://doi.org/10.1016/j.ijinfomgt.2026.103049

Weare, A. M. M. (2021). Pinning beauty: standards promoted and behaviors encouraged within pinterest’s healthy makeup content. Cogent Social Sciences, 7(1). https://doi.org/10.1080/23311886.2021.1992909

Wies, S., Bleier, A., & Edeling, A. (2023). Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement. Journal of Marketing, 87(3), 383–405. https://doi.org/10.1177/00222429221125131

Yin, T., Hao, A. W., Chu, T., & Fu, X. (2025). The More They Engage, the More They Consume: A Meta-Analysis of the Impact of Brand’s Owned Social Media User Engagement on Sales. In International Journal of Consumer Studies (Vol. 49, Number 4). John Wiley and Sons Inc. https://doi.org/10.1111/ijcs.70090

Downloads

Published

2026-06-02

Issue

Vol.7, No.1 (2026): June 2026

Section

Articles

Citation Check

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

The Authors submitting a manuscript do so on the understanding that if accepted for publication, copyright publishing of the article shall be assigned to Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA)

 

Creative Commons License
Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA) is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.