Influencer Market in Thailand

Influencer in Thailand Trends and Forecast

The future of the influencer market in Thailand looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets. The global influencer market is expected to reach an estimated $38.9 billion by 2031 with a CAGR of 22.4% from 2025 to 2031. The influencer market in Thailand is also forecasted to witness strong growth over the forecast period. The major drivers for this market are the growing usage of the Internet for marketing, the rising need for cost-effective and efficient marketing techniques, and the increase in the use of social media.

• Lucintel forecasts that within the enterprise size category, the small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
• Within the end use category, fashion & lifestyle is expected to witness the highest growth over the forecast period.

Emerging Trends in the Influencer Market in Thailand

The influencer sphere in Thailand is changing rapidly as brands and influencers search for different methods to interact with their audiences. Due to its highly connected and technologically adept populace, Thailand has experienced a rise in social media users, which has provided new avenues for influencer marketing. Local influencers are increasingly gaining prominence on major platforms such as Instagram, TikTok, and Facebook. There is a greater emphasis on trust, long-term collaboration, and niche audiences as the industry grows. All these changes in consumer behavior, wrapped in new technology, are impacting the fabric of influencer marketing in the nation.

• A Shift Towards Short-Form Video Content: The growing prevalence of short-form video content is one of the most prominent changes in Thailand’s influencer market. TikTok and Instagram Reels have become popular, alongside influencers who have shifted towards producing more interactive content. These short engagement videos foster creativity, allowing followers to connect directly with the influencer, which boosts engagement. For businesses, short video content is an effective strategy for product marketing. It is straightforward, easy to understand, and best of all, engages the younger demographic that is the majority of social media users in Thailand.
• Brand Influencers: In Thailand, companies are shifting from executing rapid marketing campaigns to one-off projects where influencers are employed as brand ambassadors to maintain relationships with them. This change is targeted towards building relationships that deeply resonate with the target market. Brands can entice consumers with promotions that are backed by credible influencers. Additionally, these long-lasting relationships are advantageous for the influencers and allow them to earn a stable income while cultivating meaningful relationships with their audience, which enhances advocacy and brand loyalty.
• Expansion of Social Selling and E-Commerce: Social e-commerce and e-commerce are emerging as notable influencers in Thailand. The integration of shopping capabilities on Instagram and Facebook has transformed how influencers operate as they can now sell products and endorse them directly to their followers. Purchasing is now simpler and can be done through a single app instead of redirecting to a website. Influencers are crucial in spreading the word about the products and have the power to trigger impulsive purchases. For businesses, it is a more productive method to increase sales through conversion on influencer-based campaigns.
• Micro and Niche Influencers: Marketing is split into specific niche pieces as the global influencer market like Thailand becomes increasingly saturated. Thai influencers are optimizing their reach by narrowing down their content to fitness, beauty, and sustainable living, which in turn fosters a loyal working community. With such an approach, influencers are also able to increase trust with their audiences. As a result, brands have detected the true value of using niche influencers as they are very cost-effective and maximize ROI by focusing on demographics that are more likely to convert.
• Focus on Sustainability and Social Responsibility: Additionally, sustainability marketing is proving to be an important and marketable social responsibility. Social concepts, especially from the younger generation, are heavily marketing-focused, so influencers in Thailand have capitalized on it by gaining the attention of eco-friendly brands and funding social issues by utilizing their platform. From the side of marketing, brands need to be aware of the socially responsible influencer to not only gain consumers but also develop trust through marketing.

The growth of TikTok in Thailand is affecting influencers’ content creation. It has become necessary to capture the interest of younger demographics with engaging short videos. Now, influencers are concentrating on creating engaging, authentic, and creative content that appeals to their followers. The results speak for themselves; brands are spending more money than ever on TikTok advertising campaigns. This shift is being driven by the short video format, which is less expensive to produce, achieves greater engagement levels, and is extremely effective for influencer marketing.

Recent Developments in the Influencer Market in Thailand

Social Media Platforms Have Started Selling Items Directly Amid Thailand’s increasing focus on e-commerce, influencer social selling is becoming a significant trend. Social media platforms such as Instagram and Facebook now offer shopping features that influencers can use directly on their posts and stories to sell products. This development allows influencers to sell products directly to their followers while also enabling brands to capture accurate sales. This also increases the revenue potential for influencers while providing brands with a cost-effective marketing option.

• Growth of Micro and Niche Influencers: The micro and niche influencer phenomenon is growing in Thailand as brands move their marketing efforts to more affordable, specialized advertising. Micro-influencers who are focused on a few content areas such as beauty, food, or wellness have smaller audiences, but their followers are deeply engaged with their content. Since their audiences are more targeted, the influencers’ recommendations are considered more authentic and persuasive. This shift is significant for the Thailand market because it indicates that brands are looking for specific influencers who can market their products to targeted groups, which will eventually give better ROI.
• Increased Focus on Social Responsibility and Sustainability: New trends in Thailand have shown that influencers are now paying attention to sustainability and social responsibility. Influencers are increasingly marketing sustainable or eco-friendly products and are actively engaging with social and environmental causes. There is a growing trend among millennials and Gen Z to demand accountability from brands and influencers for their actions. In turn, brands are now trying to collaborate with influencers who are important for their sustainability goals, which helps them market their products to a growing number of socially conscious consumers.
• Government Restrictions and Influencer Marketing Practices in Thailand: The Thai authorities have started putting more restrictions on marketing through influencers. The focus is on having payments for services adequately promoted. Influencers are now expected to say when content is sponsored so that followers can spot promoted content. These changes are important as they help safeguard the confidence consumers have in marketing through influencers. For the industry, this evolution is encouraging and signals better tactics in marketing, as well as a more ethical relationship between influencers, brands, and their audiences.

Recent trends in Thailand’s influencer market show remarkably new development initiatives that are more engaging, real, and responsible. The growth of TikTok and other social media platforms, social selling, and the acceleration of micro and niche influencers are some of the developments in influencer-brand partnership strategies. Moreover, the focus on ethical business practices and the adoption of government policies regarding ethics and marketing that emerged in Thailand are all aimed at creating a more ethical and responsible influencer market. All these factors are changing, or rather reorganizing, the relationship of influencers and brands in Thailand into a more positive one, where the audience is placed at the center, resulting in more effective and sustainable engagements.

Strategic Growth Opportunities for Influencer Market in Thailand

The Thailand influencer landscape is rapidly expanding because of better engagement and shifting market behaviors. Influencers can now better connect with their fans through social media platforms such as Facebook, TikTok, and Instagram. Brands are also looking for ways to effectively utilize influencer marketing. With the shift towards social commerce and targeted markets, influencers now have opportunities to capture their audience and maximize their profits. As this marketplace develops further, the prospects for influencers, brands, and consumers grow more exciting, allowing them to create more engaging and efficient influencer marketing campaigns.

• Integration of Social Commerce and E-Commerce: Social commerce in Thailand, whereby influencers actively sell products on social media, is one of the fastest-growing opportunities in Thailand. TikTok, Facebook, and Instagram have enabled in-app shopping, which allows influencers to effortlessly tag products and make sales through their posts. This makes it easier for influencers to monetize their posts and for brands to sell products without being confined to established e-commerce platforms. Given Thailand’s mobile-centric environment and high social media activity, the scope for social commerce in Thailand is enormous.
• Influencer Partnerships Over Durations: In Thailand, there is a noticeable shift towards long-lasting relationships between influencers and brands. These relationships run deeper than one-off advertisements as they focus on ongoing collaborations where influencers can represent a brand’s ethos and products over an extended period. This approach cultivates more trust and authenticity, along with stronger emotional bonds between the influencer’s audience and the brand. For brands, these relationships help achieve a more stable and accurate marketing ROI, while influencers receive continued revenue streams and grow their brand.
• Target Influencers Plus Specialized Influencer Marketing: In Thailand’s niche markets, influencers have a distinct growth opportunity to expand by developing specific content that caters to certain interests or groups of people. Influencers in beauty, fitness, travel, or sustainable living have the opportunity to build communities around these topics. This helps brands reach other relevant marketing audiences, further eliminating the blending problem of marketing efforts. Furthermore, niche influencers make it easier for brands to dig deeper into those specific segments, which guarantees higher levels of engagement and loyalty to the brand.
• Influencer-Driven Education and Training: Thailand is full of opportunities and new roles for influencers that focus on the Thai market. They can create beauty/wellness digital marketing and entrepreneurship training programs and share them with their followers. By doing this, influencers will build a loyal following while making money by selling courses, conducting paid webinars, and offering consultations. This strategy goes beyond money-oriented content as influencers will not be regarded as content creators but as leaders in their field.
• Sustainability and Social Impact Initiatives: The demand for social responsibility and eco-friendly practices has opened up new avenues for Thai influencers. With the ability to work with socially responsible brands, influencers can build sustainable products that help raise environmental awareness. This will not only widen their follower base but also help build strong brand images. With more and more focus of the younger generations on sustainability, Thai influencers can help fill the gap.

The Thai influencer market accelerates with the digitalization of brands in Thailand. As companies begin to spend a higher percentage of their advertising budgets on digital marketing, influencer collaborations are at the forefront of their strategy. Influencer marketing enables brands to market more laser-focused through data, which enhances the precision of the campaign. Also, social commerce ad spend growth is accompanied by a recognition of the correlation between influencer advertising and sales, using that as justification for increased spend on digital advertising.

Influencer Market in Thailand Driver and Challenges

In Thailand, video content is a powerful driver of the influencer market, spearheaded by TikTok, Instagram Reels, and YouTube. Instead of lines of text, influencers can engage with followers through more dynamic video clips combined with product promotions or personal anecdotes. This allows influencers to tap into their artistic side and make content that their audience would enjoy and want to share. As a result, brands have shifted their focus and budgets towards video-driven influencer campaigns as it gives them more audience coverage, more interaction rates, and more engagement.

• New Developments That Improve Openness: Changes in regulations related to advertisement transparency and influencer marketing are proving to be an important driver in Thailand. With the advancement of the influencer economy, the Thai authorities are tightening their rules regarding the labeling of sponsored content. The use of paid promotions has to be declared, so influencers are required to be honest with their audiences. Thailand, in particular, is focusing on enabling a regulatory framework that increases the market integrity and trust for the influencer marketing industry. This control encourages consumers to scrutinize the information they decide to interact with.
• Over-Saturated Market: Thailand’s influencer economy has overwhelming levels of content, which is a crucial problem that it struggles with. With so many users on social media, each influencer is finding it extremely difficult to get noticed. For brands, this is an opportunity as they can choose the influencers who claim to have dozens of followers, engage with their audience, and convert the views to business. To overcome this challenge, influencers need to shift towards creating very original and appealing content pieces, and brands need to be careful when selecting influencers.
• Emerging Regulatory Changes: The emerging regulatory details make the work even more complex in terms of advertising for both influencers and brands in Thailand. The government is tightening its grip on advertising by introducing new requirements, such as identifying sponsored content, as well as placing limits on some types of promotions. As an influencer, one has to deal with different regulations that, if ignored, could result in severe outcomes that would damage one’s reputation and earning potential. While regulations increase transparency, they also complicate the process of influencer campaigns and make the entire system more time-consuming or demanding in terms of attention to detail.
• Increasing Consumer Apathy and Distrust in Sponsored Ads: According to Pound Wise’s report, Thailand’s market is feeling more consumer apathy and increased skepticism regarding sponsored advertisements, which is hard to ignore. As the content is more prominently being promoted, audiences are becoming increasingly educated and critical about the content they interact with. The constant practice of endorsing various products/services has considerably increased the skepticism towards these influencers. Brands and influencers have to do extra work for their content to cut through the noise, and appear relevant and beneficial to followers. Using a long-term focus and working to genuinely connect with the audience would be key to resolving these challenges for influencers who are authentic.

The components of the influencer market in Thailand, like social media engagement, purchase of digital advertising, and need for authenticity, play a huge role in fueling industry growth. Even so, market saturation, regulations, and distrust of the market are also headwinds that have to be managed well. With these obstacles, Thailand’s influencers and brands have to continue pulling through in the market, establishing new and powerful bridges with the people while ensuring that influencer marketing is successful within the region in the long run.

List of Influencer Market in Thailand Companies

Companies in the market compete on the basis of product quality offered. Major players in this market focus on expanding their manufacturing facilities, R&D investments, infrastructural development, and leverage integration opportunities across the value chain. Through these strategies, influencer companies cater to increasing demand, ensure competitive effectiveness, develop innovative products & technologies, reduce production costs, and expand their customer base. Some of the influencer companies profiled in this report include:
• Company 1
• Company 2
• Company 3
• Company 4
• Company 5
• Company 6
• Company 7
• Company 8
• Company 9
• Company 10

Influencer Market in Thailand by Segment

The study includes a forecast for the influencer market in Thailand by enterprise size, component, application, and end use.

Influencer Market in Thailand by Enterprise Size [Analysis by Value from 2019 to 2031]:

• Large Enterprises
• Small & Medium-Sized Enterprises

Influencer Market in Thailand by Component [Analysis by Value from 2019 to 2031]:

• Influencer Marketing Platform
• Services

Influencer Market in Thailand by Application [Analysis by Value from 2019 to 2031]:

• Campaign Management
• Influencer Relationship Management
• Analytics & Reporting
• Compliance Management
• Others

Influencer Market in Thailand by End Use [Analysis by Value from 2019 to 2031]:

• Fashion & Lifestyle
• Retail & Consumer Goods
• Health & Wellness
• Banking & Finance
• Travel & Tourism
• Others

Features of the Influencer Market in Thailand

Market Size Estimates: Influencer in Thailand market size estimation in terms of value ($B).
Trend and Forecast Analysis: Market trends and forecasts by various segments.
Segmentation Analysis: Influencer in Thailand market size by enterprise size, component, application, and end use in terms of value ($B).
Growth Opportunities: Analysis of growth opportunities in different enterprise size, component, application, and end use for the influencer in Thailand.
Strategic Analysis: This includes M&A, new product development, and competitive landscape of the influencer in Thailand.
Analysis of competitive intensity of the industry based on Porter’s Five Forces model.

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FAQ

Q1. What are the major drivers influencing the growth of the influencer market in Thailand?
Answer: The major drivers for this market are growing usage of the internet for marketing, rising need for cost-effective and efficient marketing techniques, and increase in the use of social media.
Q2. What are the major segments for influencer market in Thailand?
Answer: The future of the influencer market in Thailand looks promising with opportunities in the fashion & lifestyle, retail & consumer good, health & wellness, banking & finance, and travel & tourism markets.
Q3. Which influencer market segment in Thailand will be the largest in future?
Answer: Lucintel forecasts that small & medium-sized enterprise segment is expected to witness higher growth over the forecast period.
Q4. Do we receive customization in this report?
Answer: Yes, Lucintel provides 10% customization without any additional cost.

This report answers following 10 key questions:

Q.1. What are some of the most promising, high-growth opportunities for the influencer market in Thailand by enterprise size (large enterprises and small & medium-sized enterprises), component (influencer marketing platform and services), application (campaign management, influencer relationship management, analytics & reporting, compliance management, and others), and end use (fashion & lifestyle, retail & consumer goods, health & wellness, banking & finance, travel & tourism, and others)?
Q.2. Which segments will grow at a faster pace and why?
Q.3. What are the key factors affecting market dynamics? What are the key challenges and business risks in this market?
Q.4. What are the business risks and competitive threats in this market?
Q.5. What are the emerging trends in this market and the reasons behind them?
Q.6. What are some of the changing demands of customers in the market?
Q.7. What are the new developments in the market? Which companies are leading these developments?
Q.8. Who are the major players in this market? What strategic initiatives are key players pursuing for business growth?
Q.9. What are some of the competing products in this market and how big of a threat do they pose for loss of market share by material or product substitution?
Q.10. What M&A activity has occurred in the last 5 years and what has its impact been on the industry?
For any questions related to Influencer Market in Thailand, Influencer Market in Thailand Size, Influencer Market in Thailand Growth, Influencer Market in Thailand Analysis, Influencer Market in Thailand Report, Influencer Market in Thailand Share, Influencer Market in Thailand Trends, Influencer Market in Thailand Forecast, Influencer Companies, write Lucintel analyst at email: helpdesk@lucintel.com. We will be glad to get back to you soon.