FMCG Marketing 2026 Why Community is the New Currency for Indonesian Brands

By 2026, the Indonesian FMCG landscape will no longer be dominated by brands with the biggest TV budgets. It will be ruled by brands that have successfully transitioned from being a “product on a shelf” to becoming a “Cult Brand” a brand with a community so loyal, they do the marketing for you. As we look toward the future, the era of “Spray and Pray” advertising is officially dead. The future is Hyper Personal, Community Led, and AI Powered.

Here is your roadmap to dominating the digital shelf in 2026.

Trend 1: The Death of the “Audience” and the Rise of the “Community”

In 2024, brands obsessed over “Reach” and “Impressions.” In 2026, the only metric that matters is “Retention.”

Indonesian consumers, especially Gen Z and Gen Alpha, are tired of being sold to. They crave connection. This is leading to a massive shift in Social Media Marketing, Moving away from polished, corporate content toward raw, unfiltered community building.

The Prediction: We will see FMCG brands launching exclusive Superfan communities on platforms like WhatsApp Channels and Broadcast Channels on Instagram. These won’t be for broadcasting ads, they will be for co-creation asking fans to vote on the next chip flavor or naming the next lipstick shade.

Read more about The Trust Shift: Why Indonesian FMCG Brands Are Winning with Ordinary Influencers

Trend 2: AI as Your New Brand Manager

Artificial Intelligence (AI) will no longer just be a buzzword, it will be the engine of your marketing. Imagine a world where your ad creative automatically changes based on who is looking at it.

• A busy mom in Jakarta sees an ad for your instant coffee emphasizing “Energy for the morning rush.”
• A student in Surabaya sees the same coffee but with copy about “Late night study fuel.”

This Hyper-Personalization at scale is what AI will deliver for Indonesian FMCG. It’s not sci-fi it’s the standard for 2026.

Case Study: How Somethinc Built a Digital Empire

To understand the future, we look at the brand already living in it: Somethinc.

While legacy beauty brands were fighting for shelf space in department stores, Somethinc was busy building a digital army. Their strategy perfectly predicts the 2026 playbook.

The “Cult” Strategy. Instead of just using influencers as billboards, Somethinc treated them as Community Leaders.

• Always-On Social Commerce: They didn’t just go live on TikTok Shop during big sales. They created a 24/7 livestream ecosystem that felt less like a shop and more like a hangout spot.
• Data-Driven Innovation: They used the “comments section” as their R&D lab. When the community asked for a specific ingredient or texture, Somethinc manufactured it in record time.
• The Result: They didn’t just get customers, they built a fandom. In highly competitive categories like serums and cushions, Somethinc consistently outsells global giants because their community feels “ownership” over the brand.

Trend 3: Influencer Marketing 2.0 (The “De-Influencing” Wave)

The days of paying a celebrity to smile holding your product are over.

In 2026, Influencer Marketing in Indonesia will be defined by Credibility, not Celebrity. We are seeing the rise of the “Expert Creator”, dermatologists reviewing skincare, chefs reviewing sauces, and gamers reviewing snacks.

Consumers want “De-influencing” style honesty, “Here is what this product actually does, and who it is not for.” Brands that embrace this radical transparency will win trust. Brands that fake it will get cancelled.

How to Future-Proof Your Brand Today

The transition to 2026 starts now.

• Stop counting followers, start counting conversations. Is your comment section alive?
• Invest in First-Party Data. Don’t rely on cookies. Build your own direct database so you can use AI effectively.
• Be Human. The more digital the world becomes, the more valuable human connection is.

Ready to #GrowBolder?

The future belongs to the brave. It belongs to the brands willing to stop broadcasting and start building.

At Vyre Digital, we don’t just follow trends, we forecast them. We help Indonesian FMCG brands build the data infrastructure and community strategies needed to thrive in 2026 and beyond.

Don’t let the future catch you by surprise. Let’s shape it together. Partner with Vyre Digital today at marketing@vyreagency.id and let’s turn your customers into your community.