If you’ve been keeping an eye on digital trends in Southeast Asia, you’ll know that Thailand brand influencer marketing statistics 2025 paint an exciting picture. The market is buzzing with activity, projected to reach around US$94 million in influencer advertising spend this year, according to recent forecasts. That’s a significant jump, reflecting how brands are increasingly relying on creators to connect with their audiences.
Thailand’s influencer scene is booming, with an estimated 3 million creators active in 2025 – a significant increase from 2 million just last year. It’s no surprise when you consider the high level of trust people here place in recommendations from their favourite online personalities. Studies show that up to 92% of consumers in the region, including many in Thailand, often rely on influencer suggestions when making purchases.
This growth isn’t happening in a vacuum. Social media is deeply woven into daily life. Brands that partner with influencers are a genuine way to build relationships. Based on this approach. Check out the Wikipedia page on influencer marketing. In this article, we’ll dive into the latest Thailand brand influencer marketing statistics for 2025. Exploring market sizes, popular platforms, consumer habits, emerging trends, and what brands should watch out for.
To get a real sense of how influencers drive campaigns in Thailand. Here’s an insightful video overview: Influencer Marketing Trends in Thailand 2025 (note: search for recent uploads on channels like Any Mind Group or digital marketing experts for the latest discussions).
Market Overview and Growth Statistics
Let’s start with the numbers that really highlight why Thailand’s brand influencer marketing statistics 2025 are turning heads. The influencer advertising sector is expected to hit about US$94 million this year. With steady growth of around 10% CAGE, CAGE is expected to reach US$112 million by 2029.
What’s furling this? A massive creator base of roughly 3 million influencers, many in the micro and nano categories that resonate so well with niche audiences. This ties into the broader digital ad landscape, where overall spend is climbing toward 34.5 billion baht, with influencers playing a starring role.
Tourism is another big driver – with projections of 40 million visitors in 2025, sectors like travel, hospitality, and lifestyle are pouring more into creator partnerships. Compared to previous years, this represents a shift toward performance-based strategies, where brands prioritise measurable results over pure awareness.
Key Platforms Dominating Influencer Campaigns
When it comes to where the action happens, a few platforms stand out in Thailand’s brand influencer marketing statistics 2025. TikTok is leading the charge, especially for short-form videos and live sessions, with massive user growth among younger demographics.
Instagram holds strong for visual-heavy niches like fashion and beauty, boasting around 23.8 million users. It’s perfect for polished feeds and stories that showcase products naturally.
Facebook and LINE remain powerhouses for broad reach – Facebook with its huge user base, and LINE as the go-to messaging app with over 56 million active users, often used for direct engagement and promotions.
YouTube shines for longer content, like reviews and tutorials, while emerging shifts point to multi-platform strategies blending authentic, localised posts.
Consumer Behaviour and Influence Statistics
Thai consumers are highly connected, with about 51 million social media users – that’s over 71% of the population. This penetration creates fertile ground for influencers to make decisions, particularly in categories such as beauty, fashion, food, and travel.
Trust is key: A significant portion of shoppers, especially Gen Z, turn to creators for honest opinions, often more than traditional ads. Social commerce links directly here. The market is expected to hit around US$5.2 billion in 2025, driven heavily by influencer endorsements and seamless in-app buys.
Demographics play a role too – younger users flock to TikTok for quick discoveries, while micro and nano influencers build deep loyalty in specific communities.
Check out the United State (USA) influencer marketing stats for 2025 here
Top Trends for 2025
Looking ahead, several shifts are defining Thailand’s brand influencer marketing statistics 2025. The biggest? A move toward micro and nano creators for their authenticity and higher engagement rates over mega stars.
Video content, especially short clips and live streaming, is dominating – think Reels, TikTok challenges, and interactive sessions.
Industries like fashion, beauty, and tourism (boosted by those incoming visitors). And food & drink are allocating big budgets, around 39% in some cases, for food-related campaigns.
Long-term partnerships are gaining traction, focusing on genuine alignments and trackable ROI, rather than one-off posts.
Challenges and Opportunities for Brands
No market is without hurdles. In Thailand, brands face algorithm tweaks, content saturation, and the need for cultural sensitivity to avoid missteps.
Yet, opportunities abound: Rising budgets, tools for better creator discovery, and cross-platform potential open doors for innovative campaigns.
Best approaches include prioritising real reviews, offering codes for tracking, and targeting niches carefully to stand out.
Conclusion
Wrapping up these Thailand brand influencer marketing statistics 2025, it’s clear this space is set for continued expansion, becoming a must-have for reaching Thai audiences effectively.
With double-digit growth on the horizon and evolving consumer preferences, now’s the time for brands to craft smart, data-backed strategies. Whether you’re new to this or refining your approach, tapping into these insights can help boost engagement, trust, and ultimately sales in one of Asia’s most vibrant digital markets.
