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.
Share of people who have purchased a product endorsed by an influencer in Thailand as of May 2023
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Rakuten Insight. (June 12, 2023). Share of people who have purchased a product endorsed by an influencer in Thailand as of May 2023 [Graph]. In Statista. Retrieved August 24, 2024, from https://www.statista.com/statistics/1202107/thailand-influencers-impact-on-purchasing/
Rakuten Insight. "Share of people who have purchased a product endorsed by an influencer in Thailand as of May 2023." Chart. June 12, 2023. Statista. Accessed August 24, 2024. https://www.statista.com/statistics/1202107/thailand-influencers-impact-on-purchasing/
Rakuten Insight. (2023). Share of people who have purchased a product endorsed by an influencer in Thailand as of May 2023. Statista. Statista Inc.. Accessed: August 24, 2024. https://www.statista.com/statistics/1202107/thailand-influencers-impact-on-purchasing/
Rakuten Insight. "Share of People Who Have Purchased a Product Endorsed by An Influencer in Thailand as of May 2023." Statista, Statista Inc., 12 Jun 2023, https://www.statista.com/statistics/1202107/thailand-influencers-impact-on-purchasing/
Rakuten Insight, Share of people who have purchased a product endorsed by an influencer in Thailand as of May 2023 Statista, https://www.statista.com/statistics/1202107/thailand-influencers-impact-on-purchasing/ (last visited August 24, 2024)
Share of people who have purchased a product endorsed by an influencer in Thailand as of May 2023 [Graph], Rakuten Insight, June 12, 2023. [Online]. Available: https://www.statista.com/statistics/1202107/thailand-influencers-impact-on-purchasing/