Innovation is about seeing the unseen, and that's exactly what influencer marketing represents. The world has shifted, and social media is now the new norm. It's no secret that influencer marketing has taken the industry by storm, with businesses of all sizes utilizing the power of social media influencers to reach their target audiences.
In Thailand, this trend is on another level. Influencer marketing is quickly becoming a crucial part of many companies' digital marketing strategies. Recent data shows that in 2022, over $53.5 million was spent on influencer advertising, an increase of 20% from the previous year. This means that influencer advertising is a sought-after advertising strategy by brands in Thailand because of its efficiency and effectiveness.
With numbers like these, it's clear that influencer marketing can be a highly effective way to reach your target audience in Thailand. Are you ready to join the revolution and innovate your marketing strategy? This guide will provide you with all you need to successfully run influencer campaigns in Thailand.
Tips You Must Know ⬇️
1. Learning from Thailand Influencer Marketing History
Think different. That's what we did when we first delved into the world of influencer marketing in Thailand. We saw the potential in these beauty bloggers, like Mayy R and Feonalita, to revolutionize the way products were promoted in the Thai market. They paved the way for authentic product reviews and recommendations, and consumers took notice.
Fast forward to today, and you'll see that influencer marketing has taken Thailand by storm. It's not just beauty products anymore, it's a full-blown movement that is changing the game for local and multinational brands alike. At the forefront of this revolution are the companies that have embraced this strategy and allocated significant portions of their budgets towards it.
And the results speak for themselves. Thai beauty brands in particular have reaped the benefits of influencer marketing and continue to see growth year after year. This is a movement that can't be ignored, and we'll continue to pave the way for the future of marketing in Thailand.
2. Knowing Thailand Audience
When it comes to reaching different age groups within the Thai audience, it's important to understand that one size does not fit all. Different generations have different preferences and values. And when it comes to the newest generations, Gen Z and Gen Alpha, they are in a league of their own.
Gen Z, in particular, are a force to be reckoned with. Born between the mid-1990s and mid-2000s, they are currently teenagers and young adults who value authenticity above all else. And when it comes to online shopping, this authenticity is crucial.
Growing up in the digital age, Gen Z in Thailand have had access to endless information and endless options. They've grown up on social media, they're comfortable with smart technologies, and they've got an insatiable appetite for digital entertainment. This is a mobile-dominated generation, and they're consuming mobile apps and video content like never before.
That's why, to effectively reach Gen Z in Thailand, you must understand the importance of authenticity. You need to engage their friends and communities, identify influencers who are relatable, and create campaigns that reflect their real experiences. This generation is not impressed by flashy advertising, but rather trust brands that prove their credibility through authentic, two-way communication. With Gen Z, it's not just a digital interaction, it's also a physical one. To be more on the know when it comes to your audience, seeking help from local Thai agencies can be a great step!
3. Making the Right Influencer Selection
In looking at the most successful marketing campaigns in Thailand, the obvious key is to select the right influencers. And let me tell you, selecting the right influencer for your brand in Thailand is no easy feat. But don't worry, I'm going to give you a few tips on how to make sure you're selecting the best of the best.
First and foremost, you must understand your target audience. It's important to select influencers who have a following within that demographic. This is how you'll ensure that the influencer can effectively reach and engage your desired audience.
Second, authenticity is king. Thai millennials and Gen Zers value authenticity above all else, so make sure you're selecting influencers who are genuine users of your brand's products. They should embody qualities such as authenticity, credibility, and trustworthiness.
Third, and most important, it's essential that the influencer aligns with your brand's culture and values. This is how you'll transmit your brand's core messages to the target audience in a meaningful way and maintain authenticity on both sides.
Take a look at Burger King’s collaboration with Thai food influencer Peach Eat. In this influencer campaign, the food giant selected Peach Eat as one of its representatives because of Peach’s niche which is mukbangs and ASMRs. Peach’s audience are avid foodies, and they listen to Peach’s recommendations on what to eat and where. Peach managed to gain over 8.4 million subscribers because of his authentic reactions. This video collaboration managed to gain more than 530K views. This is how it's done.
4. Using the Right Social Media Platforms
Social media platforms are an important tool for influencers in Thailand to connect with their followers and promote their content. But let's not just settle for any platform, let's focus on the most popular and effective ones.
First, we have Facebook, with over 50 million users. It's a powerful platform that allows influencers to share updates, engage with their followers through comments and messages, and promote their content through sponsored posts or partnerships with brands.
Next, we have Line, the popular messaging app in Thailand, with over 50 million users. It's a great way for influencers to connect with their followers through private messages and group chats, share updates and behind-the-scenes content, and promote their content or products through sponsored messages or partnerships with brands.
TikTok is also a major player in Thailand, with over 35 million users. It's the perfect platform for influencers to showcase their creativity and share short, engaging video content with their followers.
And let's not forget about Instagram, with over 18 million users in Thailand. Instagram is the ideal platform for influencers to visually showcase their personal brand through aesthetically pleasing content. Just take a look at Supassara's IG feed and observe how she was able to craft an image which is elegant and luxurious. This made her a perfect representative of high-end brands such as Louis Vuitton, Dolce & Gabbana, Prada, and many others.
These are the major players, but influencers in Thailand may also use other platforms such as Twitter and YouTube. The key is to choose the platforms that best suit your content and target audience, and to engage regularly with your followers to build and maintain your online presence. And for brands collaborating with influencers in Thailand, it's important to consider which social media platforms the influencer is most active on in order to effectively reach your target audience.
5. Leveraging Future Trends of Thailand Influencer Marketing
In this fast-paced and ever-changing digital landscape, it's essential for brands to stay informed about the latest trends in order to stay ahead of the competition. Understanding emerging trends is how you'll identify new opportunities and effectively reach your audience through the channels and platforms they are using. But staying informed about the trends is not only about finding new opportunities, it's also about avoiding potential pitfalls and ensuring your campaigns are successful and achieve the desired results.
That's why we've compiled this list of the top present and future influencer marketing trends in Thailand. These trends can serve as a guide for brands seeking to implement successful influencer marketing campaigns. Be innovative, be bold and be ahead of the game.
Integrated Strategies: Brands will incorporate influencer marketing across various marketing strategies and increase their influencer marketing budget.
Micro Influencers: Brands will use a combination of macro, mid-tier, and micro influencers to effectively reach their target audience.
Long-term Partnerships: Brands will cultivate relationships with influencers through brand ambassadorship offers to deliver authentic content and build loyal audiences.
Greater Transparency: Measures will be put in place to address transparency issues and ensure campaign performance.
Audio Content: Podcasts will account for almost $900 million in ad revenue and brands should expect and plan for audio content in future marketing strategies.
Virtual Influencers: Virtual influencers, or computer-generated imagery, will appeal to audiences interested in technology and innovation and deliver higher engagement rates.
eSports Influencers: Brands will sponsor and collaborate with eSports influencers to reach a millennial audience, particularly women.
Personal Branding: Influencers will focus on building their personal brand and authenticity to stand out in a crowded market.
Niche Influencers: Brands will target niche influencers who have a dedicated following in specific areas to reach a specific audience.
Increased Use of Influencer Marketing Platforms: Brands will use sophisticated platforms to filter fraudulent influencers and deliver transparent campaigns.
CONCLUSION
When it comes to reaching your target audience in Thailand, influencer marketing is a game-changer. With 76.15% of Thai consumers relying on social media influencers for product recommendations, it's clear that this strategy is the key to effectively engaging and reaching your target market.
But it's not as simple as just jumping in. Successful influencer campaigns in Thailand require careful consideration of the target audience, selecting the right influencers, and identifying the most appropriate platforms for reaching your market. And to stay ahead of the game, it's vital to keep up to date with the trends and follow the best practices.
So, consider this insider information your guide to navigating the influencer marketing scene in Thailand. With these tips in mind, you'll be on your way to successfully leveraging influencer marketing to reach your target audience and achieve your marketing goals. Good luck in your next campaign, and remember, think differently.
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