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TRENDSInfluencermarketinginThailandCHAPTER

01OverviewNumberofsocialmediausersinThailandfrom2019to2028(inmillions)SocialmediausersinThailand2019-20287059.3259.4859.0758.758.16605040302010057.3756.2754.7352.6349.8820192020202120222023202420252026202720284Description:ThenumberofsocialmediausersinThailandwasforecasttocontinuouslyincreasebetween2024and2028byintotal2.1millionusers(+3.66percent).Aftertheninthconsecutiveincreasingyear,thesocialmediauserbaseisestimatedtoreach59.48millionusersandthereforeanewpeakin2028.Notably,thenumberofsocialmediausersofwascontinuouslyincreasingoverthepastyears.ReadmoreNote(s):Thailand;2019to2028;allvaluesareestimatesSource(s):ShareofpeoplewhofollowedinfluencersonsocialmediainThailandasofMay2023ShareofpeoplewhofollowedsocialmediainfluencersThailand202390%81.93%80%70%60%50%40%30%20%10%11%No7.07%0%YesIdonotknowwhat/whoaninfluenceris5Description:AccordingtoasurveyonsocialmediainfluencersconductedbyRakutenInsightinMay2023,around82percentofThairespondentsstatedthattheyfollowedatleastoneinfluenceronsocialmedia.Meanwhile,sevenpercentofthemstatedthattheydidnotknowwhataninfluencerwas.ReadmoreNote(s):Thailand;May11to31,2023;21,494respondents;16yearsandolderSource(s):RakutenInsightMostusedplatformsbyinfluencersinThailandasofOctober2022MostcommonlyusedplatformsbyinfluencersThailand2022Shareofrespondents0%5%10%15%20%25%30%35%40%FacebookYouTubeInstagramTikTok36.31%27.98%22.56%8.35%Twitter4.8%6Description:AccordingtoasurveyoninfluencermarketingconductedinThailandinOctober2022,Facebookwasthemostusedplatformforinfluencers,witharound36percent.YouTubefollowed,withapproximately28percent.ReadmoreNote(s):Thailand;October2022Source(s):AnyMindGroupMostcommonlyusedsocialmediaplatformsforinfluencermarketingcampaignsinThailandasofOctober2022LeadingsocialmediaplatformsforinfluencermarketingcampaignsThailand2022Shareofcampaigns0%5%10%15%20%25%30%35%40%FacebookInstagramYouTubeTikTok35.3%24.2%16.5%14.6%Twitter9.4%7Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,Facebookwastheleadingsocialmediaplatformforinfluencermarketingcampaignswithashareofaround35.3percent.Meanwhile,Twitteraccountedfortheleastshareofroughly9.4percentforsuchcampaigns.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupLeadingbrandsforleveraginginfluencermarketinginThailandasofOctober2022,bytypeMajorbrandstakingadvantageofinfluencermarketingThailand2022,bytypeShareofbrandindustries20%0%5%10%15%25%30%35%40%39%45%Food&drinkFashion&beautyAutomotiveGadgets17.4%10.6%10.6%Family6%Lifestyle&homePersonalfinanceEntertainmentBusiness4.3%4.3%3.5%2.8%Pets0.7%8Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,brandsinthefoodanddrinkindustryledinleveraginginfluencermarketingfortheirbusiness,withashareofaround39percent.Incontrast,onlyonepercentofpetbrandsusedinfluencermarketingtoboosttheirpresence.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupLeadinginfluencersinThailandasofMarch2023,byfollowercount(inmillions)PopularinfluencersinThailand2023,byfollowercountNumberoffollowercountinmillions024681012141618Zbingz.(YouTube)Janeydm(TikTok)1715.215KaykaiSalaider(YouTube)BieTheSka(YouTube)MyMateNate(YouTube)SpriteDerSPD(YouTube)Kikk(TikTok)14.212118.6atom2255(TikTok)888Eoirndaime(Tiktok)boy38170(TikTok)9Description:AsofMarch2023,Zbingz.,aYouTuber,wastheinfluencerwiththemostfollowersinThailand.ThiswasfollowedbyaTikTokinfluencerunderthehandle@janeydm.ThenatureofThaiinfluencerscanbevarious.Forinstance,zbingz.becamefamousforhervideogamelivestreaming.Meanwhile,JaneydmorJennyRatchanokSuwannaketrosetofameafterreleasingasarcasticsongcalledMaiMaiFreshin2016.Sheisalsotheownerofarecordlabel.

ReadmoreNote(s):Thailand;March23,2023Source(s):SSPlatformCHAPTER

02LeadinginfluencersLeadingfoodinfluencersinThailandasofMarch2023,byfollowercount(inmillions)PopularfoodinfluencersinThailand2023,byfollowercountNumberoffollowercountinmillions0123456789PEACHEATLAEK(YouTube)Mheememhor(Facebook)Pimrypie(YouTube)8.416.76.18Starvingtime(Facebook)Tanaddak(YouTube)54.59GoodDayOfficial(YouTube)MOJIKO(YouTube)3.593.29Bearhug(YouTube)3.83HagnaChannel(YouTube)Tigercrychannel(YouTube)2.942.5311Description:AsofJanuary2023,PEACHEATLAEKwastheleadingfoodinfluencerinThailandwithover8.4millionsubscribersonYouTube.ThiswasfollowedbyMheememhorwitharound6.7millionfollowersonFacebook.

ReadmoreNote(s):Thailand;January17,2023Source(s):ANGAOnlineMarketingAgencyLeadingtravelinfluencersinThailandasofMarch2023,byfollowercount(inmillions)PopulartravelinfluencersinThailand2023,byfollowercountNumberoffollowercountinmillions1.0

1.50.00.52.02.53.03.5IRoamAlone(YouTube)JoChoSippawat(YouTube)Khotkool(YouTube)3.073.072.692.67MindsetTV(YouTube)Baagklong(Facebook)1.9TheGaijinTrips(YouTube)Pigkaploy(YouTube)0.90.810.84MOSSALA101(YouTube)WalkerTalkerTravel(Facebook)GoWentGo(YouTube)0.790.7912/statistics/1403382/thailand-leading-travel-influencers-by-number-of-followersAsofJanuary2023,IRoamAloneandJoChoSippawatweretheleadingtravelinfluencersinThailandwitheachhavingmorethanthreemillionsubscribersonYouTube.ThiswasfollowedbyKhodcoolwitharound2.9millionYouTubesubscribers.

ReadmoreNote(s):Thailand;January17,2023Source(s):ANGAOnlineMarketingAgencyLeadingbeautyinfluencersinThailandasofMarch2023,byfollowercount(inmillions)PopularbeautyinfluencersinThailand2023,byfollowercountNumberoffollowercountinmillions0.00.20.40.60.81.01.21.41.61.82.0Nisamanee.Nutt(YouTube)Nutties11311(YouTube)EYETA(YouTube)1.871.391.361.36ArchitaStation(YouTube)Gamgychannel(YouTube)BewVaraporn(TikTok)SoundtissST(YouTube)Icepadie(YouTube)1.141.10.970.84Babyjingko(YouTube)Pairry(TikTok)0.690.6813Description:AsofJanuary2023,Nisamanee.NuttledamongbeautyinfluencersinThailandwithalmost1.9millionsubscribersonYouTube.ThiswasfollowedbyNutties11311witharound1.4millionYouTubesubscribers.ReadmoreNote(s):Thailand;January17,2023Source(s):ANGAOnlineMarketingAgencyLeadingTikTokinfluencersinThailandasofMarch2023,byfollowercount(inmillions)PopularTikTokinfluencersinThailand2023,byfollowercountNumberoffollowercountinmillions0246810121416JaneydmACHIRAYAKRAPHANKHAIONIKKU14.98.68.4namtandonut7.57.3TACHAYAThitaree_za6.9Bella_bell225.65.3THAMMACHADJapanandfriendsMawinnTaweephol2.71.414Description:AsofJanuary2023,JaneydmledamongTikTokinfluencersinThailandwithalmost15millionfollowers.ACHIRAYAKRAPHANKHAIOcamesecondwitharound8.6millionfollowers.ReadmoreNote(s):Thailand;January17,2023Source(s):ANGAOnlineMarketingAgencyCHAPTER

03Industry-preferredplatformsShareofinfluencermarketingcampaignsbyfoodandbeverageindustryinThailandasofOctober2022,bysocialmediaplatformInfluencermarketingcampaignsbyfoodanddrinkbrandsThailand2022,byplatformShareofcampaigns0%5%10%15%20%25%30%35%FacebookInstagramTikTok31.33%27.71%18.67%YouTubeTwitter12.65%9.64%16Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,foodanddrinkbrandsrantheirinfluencermarketingcampaignsmostlyonFacebookwithashareofaround31.3percent.ThiswasfollowedbyInstagramwithabout27.7percentofthetotalcampaignshare.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupShareofinfluencermarketingcampaignsbyfashionandbeautyindustryinThailandasofOctober2022,bysocialmediaplatformInfluencermarketingbyfashionandbeautybrandsThailand2022,byplatformShareofcampaigns0%5%10%15%20%25%30%35%InstagramFacebookYouTubeTikTok31.75%23.81%22.22%14.29%Twitter7.94%17Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,fashionandbeautybrandsrantheirinfluencermarketingcampaignsmostlyonInstagramataround31.8percent.ThiswasfollowedcloselybyFacebookwithabout23.8percentofthetotalcampaignshare.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupShareofinfluencermarketingcampaignsbygadgetindustryinThailandasofOctober2022,bysocialmediaplatformInfluencermarketingcampaignsbygadgetbrandsThailand2022,byplatformShareofcampaigns0%5%10%15%20%25%30%35%40%FacebookTwitter37.84%27.03%InstagramYouTubeTikTok18.92%10.81%5.41%18Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,gadgetbrandsrantheirinfluencermarketingcampaignsmainlyonFacebook,withashareofaround37.8percent.Incontrast,TikTokmadeuponly5.4percentofthetotalcampaignshare.ReadmoreNote(s):October2022;4,000respondentsSource(s):AnyMindGroupShareofinfluencermarketingcampaignsbyautomotiveindustryinThailandasofOctober2022,bysocialmediaplatformInfluencermarketingcampaignsbyautomotivebrandsThailand2022,byplatformShareofcampaigns0%5%10%15%20%25%30%35%40%45%50%FacebookInstagramYouTubeTikTok44.44%38.89%11.11%2.78%Twitter2.78%19Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,automotivebrandsrantheirinfluencermarketingcampaignsmainlyonFacebookwithashareofaround44.4percent.Instagramcamesecondwithabout38.9percentofthetotalcampaignshare.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupCHAPTER

04InstagramNumberofinfluencersonInstagramacrossThailandin2022,bytier(in1,000s)InfluencercountonInstagramThailand2022,bytierInfluencercountinthousands02468101214165kto10kfollowers10kto50kfollowers50kto100kfollowers100kto250kfollowers250kto1mfollowers1m+followers8.2614.683.172.981.540.5721Description:In2022,over14.6thousandInstagramcontentcreatorsinThailandhadbetweententhousandto50thousandfollowers.Meanwhile,influencerswithmorethanonemillionfollowersonInstagramamountedtoaround570people.

ReadmoreNote(s):Thailand;2022Source(s):Affable.aiNumberofInstagramusersinThailandfrom2018to2027(inmillions)InstagramusersinThailand2018-20272018.2218.3218.3918.0817.8617.521816141210816.814.871312.836420201820192020202120222023202420252026202722Description:ThenumberofInstagramusersinThailandwasforecasttocontinuouslyincreasebetween2024and2027byintotal0.5millionusers(+2.8percent).Aftertheeigthconsecutiveincreasingyear,theInstagramuserbaseisestimatedtoreach18.39millionusersandthereforeanewpeakin2027.ReadmoreNote(s):Thailand;2018to2027;allvaluesareestimatesSource(s):EngagementratesofinfluencersonInstagraminThailandasofJune2023,byfollowercountInstagraminfluencersengagementratesThailand2023,byfollowercount4.5%4.0%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%4.26%3.65%3.16%2.86%2.86%2.55%5kto10kfollowers10kto50kfollowers50kto100kfollowers100kto250kfollowers250kto1mfollowersMorethan1mfollowers23Description:AsofJune2023,influencersonInstagraminThailandwithafollowercountbetweenfivethousandandtenthousandhadthehighestengagementrateofabout4.3percent.Meanwhile,Instagraminfluencerswiththefollowercountofoveronemillionhadtheengagementrateofaround2.9percent.ReadmoreNote(s):Thailand;January1toJune14,2023;2.35millionSource(s):Affable.aiDemographicsofInstagraminfluenceraudiencesinThailandasofJune2023,byagegroupShareofInstagraminfluenceraudiencesThailand2023,byagegroupShareofaudiences20%

25%0%5%10%15%11.64%30%35%40%45%50%Under18years19to25years45.16%26to32years29.24%33to39years9.6%40to46years2.53%46yearsandabove1.64%24/statistics/1399031/thailand-share-of-instagram-influencer-audiences-by-age-groupAsofJune2023,themainaudienceofInstagraminfluencersinThailandwasusersbetween19and25yearsold,accountingforaround45.2percent.Thiswasfollowedbyusersagedbetween26and32yearsold,withashareofabout29.2percent.

ReadmoreNote(s):Thailand;January1toJune14,2023;2.35millionSource(s):Affable.aiLeadingproductcategoriesamongInstagraminfluencersinThailandasofJune2023,bynumberofpost(in1,000s)TopproductcategoriesamongInstagraminfluencersThailand2023,bynumberofpostNumberofpostinthousands0102030405060Fashion&accessoryLifestyle54.3146.91Food&beveragesBeauty28.0825.82Fitness15.17Travel11.5211.41HomeandgardenLeisure9.958.928.14SportsEntertainment25Description:AsofJune2023,theleadingproductamongInstagraminfluencersinThailandwasfashionandaccessories,withapproximately54.3thousandposts.Lifestyleproductscameinsecondamonginfluencers,witharound46.9thousandposts.

ReadmoreNote(s):Thailand;January1toJune14,2023;2.35millionSource(s):Affable.aiCHAPTER

05TikTokNumberofinfluencersonTikTokacrossThailandasofJune2023,byfollowercount(in1,000s)InfluencercountonTikTokThailand2023,byfollowercountNumberofinfluencersinthousands10051520255kto10kfollowers10kto50kfollowers0.3221.9350kto100kfollowers100kto250kfollowers250kto1mfollowersMorethan1mfollowers14.9113.96.481.3727Description:AsofJune2023,therewereapproximately21.9thousandinfluencersonTikTokinThailandwithafollowercountbetweententhousandand50thousandfollowers.Meanwhile,therewerearound1.4thousandTikTokinfluencersinthecountrywiththefollowercountofoveronemillion.ReadmoreNote(s):Thailand;January1toJune14,2023;953,611respondentsSource(s):Affable.aiShareofleadinginfluencermarketingcampaignsonTikTokinThailandasofOctober2022,bybrandindustryShareofinfluencermarketingcampaignsonTikTokThailand2023,bybrandtypeShareofcampaigns8%

10%0%2%4%6%12%14%16%18%20%Food&drinkFashion&beautyGadgets18.67%14.29%5.41%Automotive2.78%28Description:AccordingtoasurveyoninfluencermarketingconductedinThailand,around18.7percentofbrandsinthefoodanddrinkindustrychosetoruntheirinfluencermarketingcampaignsonTikTok.Fashionandbeautybrandsfollowed,witharound14.3percent.ReadmoreNote(s):Thailand;October2022;4,000respondents;basedonrandomsamplingofThaiinfluencerswith1,000to1,000,000followersacrossallinfluencerverticalsSource(s):AnyMindGroupEngagementratesofinfluencersonTikTokinThailandasofJune2023,byfollowercountTikTokinfluencersengagementratesThailand2023,byfollowercountEngagementrate0%20%40%60%80%100%120%112.67%5kto10kfollowers10kto50kfollowers56.86%50kto100kfollowers100kto250kfollowers250kto1mfollowersMorethan1mfollowers22.14%22.41%20.07%16.13%29Description:AsofJune2023,influencersonTikTokinThailandwithafollowercountbetweenfivethousandandtenthousandhadthehighestengagementrateofabout112.7percent.Bycomparison,TikTokinfluencerswiththefollowercountofoveronemillionhadtheengagementrateofaround16.1percent.ReadmoreNote(s):Thailand;January1toJune14,2023;953,611respondentsSource(s):Affable.aiDemographicsofTikTokinfluenceraudiencesinThailandasofJune2023,byagegroupShareofTikTokinfluenceraudiencesThailand2023,byagegroupShareofaudiences20%0%5%10%15%25%30%35%40%45%Under18years19to25years29.34%39.19%26to32years21.83%33to39years6.56%40to46years2.01%46yearsandabove1.07%30Description:AsofJune2023,themainaudienceofTikTokinfluencersinThailandwasusersbetween19and25yearsold,accountingforaround39.2percent.Thiswasfollowedbytheuserswhowerebelow18yearsold,withashareofabout29.3percent.

ReadmoreNote(s):Thailand;January1toJune14,2023;953,611respondentsSource(s):Affable.aiCHAPTER

06YouTubeNumberofinfluencersonYouTubeacrossThailandasofJune2023,byfollowercount(in1,000s)InfluencercountonYouTubeThailand2023,byfollowercountNumberofinfluencersinthousands10