A. Guttmann
Research Lead covering media
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.
