Insights into Siam’s Social: Driving Digital Marketing Success in Thailand

Examining the Latest Trends in Digital Marketing in Thailand

Digital marketing has become a crucial tool for marketing success worldwide, and Thailand is no exception. In 2024, the rise of social media influencers and evolving consumer engagement strategies are driving significant changes in the market of digital marketing Thailand. Ad spending in the influencer advertising market is projected to reach US$68.78 million, underscoring the growing importance of influencer partnerships for brands.

The Dominance of Social Media Platforms

Facebook: The Reigning King

Facebook remains the most popular social media platform for influencer marketing campaigns in Thailand, used by 93% of Thai social media users. It is the preferred channel for 35% of Thai marketers, who value its extensive reach and diverse user base. Despite this, TikTok is emerging as a formidable rival, closing the gap with Facebook Messenger and positioning itself as a key player in the influencer marketing space.

TikTok: The Rising Star

TikTok’s popularity is surging in Thailand, especially among influencers. The platform’s unique “shoppertainment” approach, combining entertainment with shopping, is forecasted to contribute significantly to the region’s digital economy, potentially growing by $12.4 billion by 2025. With 79% of Thai social media users active on TikTok, brands are increasingly considering it for their influencer marketing campaigns.

Instagram: The Influencer’s Den

Interestingly, in Thailand, Instagram does not appear in the top four most-used social media platforms, despite being part of Meta products alongside Facebook and the third-ranked Facebook Messenger. However, Instagram remains a valuable platform for digital marketing. Here are the three most favored social media platforms for influencer marketing campaigns in Thailand:

  • Facebook takes the top spot, with 35% of Thai marketers using it for influencer campaigns.
  • Instagram is second, with 24% of marketers preferring it for influencer marketing.
  • YouTube ranks third, with 16% of marketers choosing it for their influencer campaigns.

Consumer Engagement and Buying Behavior

Engagement with Influencers

More than half (53%) of Thai consumers spend time engaging with influencers, highlighting the significant role influencers play in the consumer journey. Whether discovering new products or making purchasing decisions, influencers are a crucial touchpoint for brands aiming to connect with Thai consumers.

Influence on Purchasing Decisions

A staggering 76% of Thai digital buyers have purchased a product or service based on an influencer’s recommendation. This statistic underscores the power of influencer endorsements in driving sales and influencing consumer behavior. Brands must leverage this trend to enhance their marketing strategies and maximize their reach.

Brand Investment in Influencer Campaigns

Top Spenders: Food & Drink Brands

Food & Drink brands in Thailand are leading the way in influencer marketing, accounting for 39% of the total campaign budget. Fashion & Beauty brands follow, representing 17.4%, with Gadgets & Automotive brands at 10.6%. These sectors recognize the value of influencer partnerships in building brand awareness and driving consumer engagement.

Fashion & Beauty: The Most Popular Niche

Fashion & Beauty remains the most popular niche for influencers in Thailand, with Arts & Entertainment and Food & Beverages also commanding significant attention. This trend presents a golden opportunity for brands in these sectors to leverage influencer marketing to reach their target audiences effectively.

Influencer Tiers and Engagement Rates

Micro and Nano-Influencers

Micro-influencers dominate the Thai influencer landscape, with over 12,000 influencers actively engaging audiences. Nano-influencers, although fewer in number, boast the highest engagement rate at 3.67%. These smaller influencers often have close-knit communities, making them highly effective for creating authentic and engaging content.

Engagement Rates Across Tiers

The engagement rate of influencers varies across different tiers, with nano-influencers leading at 3.67%, followed by micro-influencers at 3%, and mid-tier influencers at 2.79%. Celebrities and mega-influencers have lower engagement rates, highlighting the value of collaborating with smaller influencers who can drive higher audience interaction.

Strategic Recommendations for Brands

For brands looking for successful campaigns in digital marketing Thailand, leveraging the power of influencers should be in your plan. Here are key strategies:

  1. Diversify Social Media Channels: While Facebook remains dominant, brands should also invest in TikTok to tap into its growing user base and high engagement potential.
  2. Collaborate with Micro and Nano-Influencers: These influencers offer high engagement rates and authentic connections with their audiences, making them valuable partners for impactful campaigns.
  3. Focus on Popular Niches: Brands in the Fashion & Beauty, Arts & Entertainment, and Food & Beverages sectors should prioritize influencer marketing to maximize reach and engagement.
  4. Monitor Consumer Behavior: Understanding the preferences and behaviors of Thai consumers can help brands tailor their influencer marketing strategies to drive better results.


In summary, digital marketing Thailand is a rapidly evolving landscape, with social media influencers playing a pivotal role in shaping consumer behavior and driving brand success. With projected ad spending reaching US$68.78 million in 2024, brands must leverage popular platforms like Facebook and emerging ones like TikTok to maximize their impact. By understanding and utilizing the strengths of micro and nano-influencers, businesses can effectively engage with Thai consumers and enhance their marketing strategies. As the digital landscape continues to grow, influencer marketing will remain a crucial tool for brands aiming to thrive in Thailand.