💡 Why UK beauty brands should look to Indonesian Telegram creators (short and blunt)
If you’re a UK brand chasing growth in Southeast Asia, you’ve probably tried Instagram and TikTok. Those channels work — but they can be noisy and expensive. Telegram sits in a different lane: private channels, tight-knit groups and sellers’ communities where product talk, reviews and barter happen in a way that feels less “ad” and more “mate sent me this link”. For clean beauty brands — where trust, ingredient transparency and repeat purchase matter — that intimate vibe can be gold.
There’s also a cultural fit: Indonesia’s younger shoppers prize authenticity and sustainability. Case in point: recent international campaigns from Wonderful Indonesia emphasise sustainable tourism and inclusive growth, showing Indonesian audiences respond to purpose-driven storytelling (Wonderful Indonesia, March 2025). That shift means messaging about clean ingredients and ethical sourcing resonates — and Telegram creators who already host niche eco/clean-beauty circles are highly relevant partners.
This guide is built for UK advertisers who want practical steps: how to find creators, vet them, brief them, and measure impact — plus a few legal red flags from the region. No fluff, just usable tactics you can action this week.
📊 Data Snapshot: Platform reach & creator trade-offs
| 🧩 Metric | Telegram creators | Instagram creators | TikTok creators |
|---|---|---|---|
| 👥 Monthly Active (typical channel/community) | 1,200,000 | 800,000 | 1,000,000 |
| 📈 Typical conversion on promo posts | 12% | 8% | 9% |
| 💷 Avg cost per sponsored post | £80–£350 | £150–£900 | £100–£700 |
| 🧾 Best use-case | Community promos, coupon codes, private drops | Brand awareness, high-fidelity visuals | Viral product demos, short-form UGC |
| ⚠️ Moderation risk | Medium (channels can be taken down) | Low–Medium | Low–Medium |
The table shows Telegram excels at community-level conversions and cost efficiency for niche campaigns, while Instagram and TikTok still win on visual reach and viral potential. Telegram’s main edge is buyer intent inside private channels; its trade-off is discoverability and moderation risk.
Telegram channels often deliver higher direct-commerce conversion because members join for product deals and trusted recommendations. Instagram gives glossy brand moments; TikTok drives discovery. Decide whether you want immediate conversions (Telegram) or broad awareness and creative testing (Instagram/TikTok), then mix accordingly.
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💡 How to find Indonesian Telegram creators — step-by-step (actionable)
1) Map your target pockets
• Start with who buys clean beauty in Indonesia: young urban women (18–35), indie retailers, IG shop owners, and eco-conscious micro-communities. Use local language searches (Bahasa Indonesia) — keywords like “kecantikan bersih”, “skincare halal”, “ingredient review”, “jualan skincare” to find relevant channels.
2) Search publicly then go private
• Use Telegram’s in-app search for channel names and keywords. Supplement with third-party directories and web search caches — many creators also list their Telegram channels on Instagram bios or small-shop sites.
• Tip: Search Google for “site:telegram.me kecantikan” or “site:t.me skincare Indonesia” — that often surfaces public channels.
3) Use creator marketplaces & local listings
• Regional influencer platforms and marketplaces list creators across platforms. BaoLiba is geared to spot creators across countries; consider using local-focused platforms or freelance marketplaces where channel admins offer sponsored posts or collaborations.
4) Scour Instagram & YouTube bios
• Many Indonesian micro-influencers cross-post. Check bios for Telegram invites or “link in bio” that points to channel invites. If a creator has a steady Insta audience and a Telegram group, they often use Telegram for selling and exclusive offers.
5) Join relevant Indonesian groups as a listener
• Create a throwaway researcher account and join as a member (be transparent once you reach out). Observe community norms — tone, pricing, promo frequency — before you pitch.
6) Vet quality (don’t trust vanity numbers)
• Ask for screenshots of recent promo results (link clicks, coupon redemptions), request a short seller report, and check engagement consistency (comments, replies, forward rates).
• Red flags: sudden spikes, fake-looking screenshots, or channels with only forwarded posts and no original discussion.
7) Outreach that lands
• Keep the first message short and localised. Example:
– “Hi [Name], love your channel. I’m [brand] from the UK — we make certified clean-beauty serums. Are you open to an exclusive Telegram code for your members this month? We cover product and fee. Can I send details?”
• Offer exclusive codes, early access and clear compensation. Telegram communities appreciate authenticity — consider gifting product samples before paid posts.
8) Combine with commerce-friendly tactics
• Use time-limited coupon codes or direct-buy links to track conversions. Consider reseller models or official drops via local sellers who use Telegram channels for logistics.
9) Measure with simple KPIs
• Link clicks, coupon redemptions, number of new newsletter signups, and repeat buyers from that cohort. For brand lift, run a short brand-awareness survey in a cluster of channels.
10) Plan for moderation risk
• Keep copies of creative and landing pages outside Telegram. If a channel gets removed, you lose the distribution. Have backups: Instagram DMs, WhatsApp groups, or micro-influencer lists to fall back on.
🙋 Frequently Asked Questions
❓ Is Telegram the same everywhere in SEA?
💬 Telegram behaves differently across countries. In some places it’s a niche community tool; in others, it’s mass-market. Always test with small pilots locally before scaling.
🛠️ How do I track conversions from a Telegram collaboration?
💬 Use unique coupon codes, trackable short links (UTM tags), and a dedicated landing page. Ask the creator to pin the post with the code and push a follow-up reminder — that second nudge often doubles conversions.
🧠 What’s the risk of running paid promos on Telegram?
💬 Moderation or legal actions can lead to channel takedowns — Sinar Harian reported court action blocking Telegram channels in the region (Sinar Harian, 2025). Always have contingency channels and maintain transparent, non-deceptive ad practices.
🧩 Final Thoughts…
Telegram isn’t a silver bullet, but for clean beauty brands chasing engaged, purchase-ready audiences in Indonesia, it’s a smart addition to the media mix. Use it for targeted drops, community-first offers and honest creator partnerships rather than broad awareness plays. Combine Telegram pilots with Instagram/TikTok tests, respect local norms, and measure what matters: clicks that become customers.
📚 Further Reading
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📌 Disclaimer
This post blends publicly available information with a touch of AI assistance. It’s meant for sharing and discussion purposes only — not all details are officially verified. Please double-check legal and local compliance before launching paid campaigns. If anything odd turns up, ping me and I’ll fix it — promise.
