Influencer marketing in Thailand - statistics & facts
The rise of beauty bloggers who paved the way for honest product reviews and recommendations led to the emergence of influencer marketing in Thailand. Kicking off around 2015, when social media platforms such as TikTok, Facebook, Instagram, and YouTube gained traction, people with huge followings began to accentuate themselves as influencers who could sway their followers’ purchasing decisions. The movement massed and covered all kinds of products and services. As of 2023, there were around 57.4 million social media users in Thailand. Hence, social media is one of the leading product information sources for Thai online shoppers. Moreover, a survey on reasons for using social commerce in Thailand in 2023 found that 27 percent of the respondents shopped via social media because it was being promoted by an influencer or celebrity they followed. Influencer marketing alters the competitive arena for both domestic and international firms in Thailand. The businesses that have embraced this strategy and devoted sizable portions of their budgets to it are at the forefront of this wave.
Although celebrity influencers remain important for advertising, brands are shifting toward micro-influencers. Brands are realizing the importance of micro-influencers as these individuals have a high engagement rate despite fewer followers. They excel in niche markets by producing authentic and relatable content. Video content is also becoming increasingly crucial within the sector, with TikTok having the potential to play a big part in developing influencer marketing techniques in the future. Overall, influencer marketing has become an important component of Thailand's advertising and marketing environment, and its growth is projected to continue as long as social media stays a pivotal part of people's lives. Brands that adapt to the changing dynamics of influencer marketing and focus on developing real relationships with their target audience are more likely to flourish.
Thai influencer market landscape
Influencer marketing has gained enormous popularity in Thailand, particularly with the younger generation. Thai teenagers and young adults prioritize authenticity above all else; this is essential for internet shopping. Thai influencers work in a variety of industries, including beauty, fashion, travel, food, technology, and health and wellness. Through sponsored articles, product reviews, and endorsements, brands harness the power of advertising their goods and services. As the Thai influencer marketing sector develops, both local and global companies increase their stakes in social media marketing initiatives to reach their target audiences more effectively. Influencer branding agencies have also emerged to link clients with relevant influencers as well as oversee campaigns. Certain obstacles have also appeared as the influencer marketing sector has matured, including transparency, authenticity, and trust issues. For instance, some influencers came under fire for advocating items without providing proper information, prompting an increased focus on policing advertising standards.Leading platforms for influencer marketing and its future
Various platforms have become vital in the growth of influencer marketing in Thailand. As of October 2022, Facebook was the most popular platform influencers used, followed by YouTube. Successful influencer marketing efforts frequently necessitate knowledge of the local culture and language to cultivate engaged audiences. Brands that customize their pitches to resonate with the Thai audience fare better. A bright future lies ahead for the influencer marketing sector in Thailand. As social media evolves, new platforms and formats may arise, entailing potential for partnerships between influencers and brands. Firms are expected to focus more on long-term collaborations with influencers who truly connect with their values and target audiences.Although celebrity influencers remain important for advertising, brands are shifting toward micro-influencers. Brands are realizing the importance of micro-influencers as these individuals have a high engagement rate despite fewer followers. They excel in niche markets by producing authentic and relatable content. Video content is also becoming increasingly crucial within the sector, with TikTok having the potential to play a big part in developing influencer marketing techniques in the future. Overall, influencer marketing has become an important component of Thailand's advertising and marketing environment, and its growth is projected to continue as long as social media stays a pivotal part of people's lives. Brands that adapt to the changing dynamics of influencer marketing and focus on developing real relationships with their target audience are more likely to flourish.
