Lim & Tan’s (2024) findings on algorithmic bias are evident: videos with higher humor‑food synergy are more likely to be recommended, creating a feedback loop that further entrenches Tante Sarah’s niche. This raises questions about content diversity on INDO18 and the platform’s role in shaping cultural trends.
| Source | Quantity | Period | Description | |--------|----------|--------|-------------| | INDO18 videos (official channel) | 250 videos | Jan 2023 – Mar 2026 | Includes vlogs, product reviews, challenge videos. | | Engagement metrics (likes, comments, shares) | Extracted via INDO18 API | Same period | Quantitative measure of audience interaction. | | Semi‑structured interviews | 30 participants | Feb 2026 – Mar 2026 | Followers aged 18‑30, recruited via a survey link. | Lim & Tan’s (2024) findings on algorithmic bias
While Tante Sarah maintains a relatable “tante” persona, the increasing proportion of sponsored content (≈ 9 % of uploads) introduces tension between authenticity and monetization. Ginting & Prasetyo (2025) argue that transparent disclosure can mitigate audience distrust; Tante Sarah’s practice of verbally announcing sponsorships appears to sustain trust, as reflected in interview data. | | Engagement metrics (likes, comments, shares) |
| Insight | Representative Quote | |---------|-----------------------| | Relatability through “tante” identity | “Saya merasa seperti ngobrol sama tante yang deket, bukan artis yang jauh.” | | Authenticity linked to “keasikan” tone | “Kalau dia seru, saya percaya dia tidak cuma jualan.” | | Influence on purchase decisions | “Setelah lihat dia pakai produk X, saya langsung beli karena rasa‑rasa dia cocok dengan selera saya.” | | Concern over hidden sponsorship | “Kadang saya bingung mana yang iklan, tapi kalau dia jelas, saya tetap suka.” | Ginting & Prasetyo (2025) argue that transparent disclosure
Understanding the mechanisms behind Tante Sarah’s influence offers insights for marketers, media scholars, and policy makers interested in regulating influencer practices, fostering ethical digital economies, and preserving cultural diversity in the age of algorithmic curation.