Impact of social media influencers on purchasing Thailand 2023

According to a survey on social media influencers conducted by Rakuten Insight in May 2023, around 81 percent of Thai respondents stated that they have purchased an item or product because it was endorsed by an influencer. The same survey found that around 36 percent of the respondents in the country wanted to purchase the product, regardless of the promoters.

Thailand’s influencer landscape

The number of influencers in Thailand is expected to grow alongside the relentless expansion of social media platforms. In 2022, around 51.8 million people in Thailand used Facebook. This equals over two-thirds of the Thai population. With new opportunities arising come new groups of people interested in becoming influencers. In terms of demographics, a survey conducted in June 2023 found that most Thai Facebook users who followed influencers were female. This also applies to Instagram influencer audiences. Nevertheless, the result was different for YouTube influencer subscribers, with the platform having a larger male audience.

Major Thai influencer market players

Thai people spend a considerable amount of time on social media. For instance, around 66 percent of Gen Z in Thailand spent at least one hour on TikTok per day in 2022. Influencer marketing is one of the most effective ways for brands to reach their target audiences. As of March 2023, a YouTuber called Zbing z. led among Thai influencers with approximately 17 million subscribers. Janeydm, a TikToker with around 15 million followers, came in second. While Zbing z. became famous from her video gram live streaming, Janeydm initially rose to fame from her musical career before her TikTok account went viral with content about her family.