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Thailand Influencer Marketing : 5 Insider Tips


AJ Marketing - Thailand Influencer Marketing : 5 Insider Tips

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 2024, over $53.5 million was spent on influencer advertising, an increase of 20% from the previous year (Source: DataReportal). This means that influencer advertising is a sought-after advertising strategy by brands in Thailand because of its efficiency and effectiveness.

AJ Marketing - Thailand Influencer Marketing : 5 Insider Tips - Share of people who have purchased a product endorsed by an influencer in Thailand as of October 2020
Source: DataReportal

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

AJ Marketing - Thailand Influencer Marketing : 5 Insider Tips - 1. History of Influencer Marketing in Thailand

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

AJ Marketing - Thailand Influencer Marketing : 5 Insider Tips - 2. Thailand Influencer Marketing 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

AJ Marketing - Thailand Influencer Marketing : 5 Insider Tips - 5. Future Trends in Thailand's Influencer Scene

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.

  1. Integrated Strategies: Brands will incorporate influencer marketing across various marketing strategies and increase their influencer marketing budget.

  2. Micro Influencers: Brands will use a combination of macro, mid-tier, and micro influencers to effectively reach their target audience.

  3. Long-term Partnerships: Brands will cultivate relationships with influencers through brand ambassadorship offers to deliver authentic content and build loyal audiences.

  4. Greater Transparency: Measures will be put in place to address transparency issues and ensure campaign performance.

  5. 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.

  6. Virtual Influencers: Virtual influencers, or computer-generated imagery, will appeal to audiences interested in technology and innovation and deliver higher engagement rates.

  7. eSports Influencers: Brands will sponsor and collaborate with eSports influencers to reach a millennial audience, particularly women.

  8. Personal Branding: Influencers will focus on building their personal brand and authenticity to stand out in a crowded market.

  9. Niche Influencers: Brands will target niche influencers who have a dedicated following in specific areas to reach a specific audience.

  10. Increased Use of Influencer Marketing Platforms: Brands will use sophisticated platforms to filter fraudulent influencers and deliver transparent campaigns.



Case Studies: Influencer Marketing Campaigns in Thailand


1. AP Thai

AP Thailand is engaged in property development and real estate. The company offers single-detached houses, townhouses, semi-detached houses, and home offices. Each of the estate projects is located in urban areas and other major provincial cities of Thailand.


AP Thai Marketing Influencer Strategy

AP Thailand took advantage of the COVID-19 situation in their single-detached house promotion. The campaign took form in a mini-series called "Khon Lhong Ban" (People lost at home). The idea was inspired by the increasing homebody trend in the pandemic era. The stories were inspired by the everyday lives of people stuck within their homes, delivering the message "a home that is more than a home" during the lockdown period.


Video content marketing is a powerful tool to tell stories and engage audiences, but AP Thailand took it further by incorporating three famous influencers who happened to be their real customers. Bringing together PumPui-Kawin, Nubnubb, and Som Marie, the mini-series strengthened AP Thailand's position as the leader in the market.


2. Mistine Thailand

Mistine Thailand is a well-known cosmetic and beauty brand that has been established for more than 30 years. As a leading cosmetic brand in Thailand, Mistine offers high-quality beauty products at affordable prices. However, the rising competitors, along with the changing behaviors of Gen Z consumers, urged Mistine to come up with new strategies


The purchase rate from the Gen Z age group became low due to the changing perception of beauty standards. The Gen Z was shifting to a more "natural" and "real" beauty look.


Mistine Marketing Influencer Strategy

Mistine took a strategic move by including ordinary people, KOLs, and leading actors from different countries in its advertisement. They aimed to communicate the "I’m Perfectly Me" concept. The campaign appeared at the world's largest cosmetics fair, 2022 Cosmoprof Worldwide Bologna, which is a part of the company’s effort of becoming world-class.


This campaign spread across several platforms. The YouTube campaign quickly hit over 5M views in less than 3 months after the release. The audiences also gave positive responses towards the commercials.

The movement brought a positive impact to the beauty industry. Moreover, the use of diverse KOLs from different cultures and ethnicities helped in delivering brand value across various consumer backgrounds. Instead of focusing on direct-selling promotions, this effort enabled the brand to direct their message in a non-aggressive manner. In addition, it also helped in penetrating its target market through the connection built by the influencers.


Nowadays, the beauty and fashion industries rely heavily on this marketing strategy. About 57% of the companies from this sector include influencer marketing in its marketing mix because it could bring notable results. So, if you want to stay competitive in this industry, collaborating with KOLs, celebrities, or micro influencers is essential.


3. Scarlett

Delivering campaign messages through influencers or public figures has proven effective in expanding audience reach and boosting word-of-mouth marketing. This approach was embraced by Scarlett Whitening in their "Reveal Your Beauty" campaign.


Scarlett "Reveal Your Beauty" Campaign Strategy

By collaborating with top local and international celebrities, including Song Jong-ki and the girl band TWICE, Scarlett launched this campaign to inspire everyone to feel confident and proud to be their best selves.


It didn’t take long for this campaign, initiated by Indonesian celebrity Felicya Angelista, to capture the attention of almost all Indonesians. Working with high-profile celebrities helped spread the campaign message quickly due to their massive fan bases and millions of followers. However, the success of this awareness campaign was also supported by selecting influencers who aligned with the company’s values and delivering messages that resonated with the audience.


To complement the campaign, Scarlett hosted the National Women's Gathering, a virtual event celebrating National Mother's Day. The event featured speakers such as Rikha Indriaswari (Presenter & Content Creator), Linda Kayhz (Content Creator), and Nidaan Khofiya (Marketing Campaign Officer). They shared insights and tips on building self-confidence and embracing one’s best self. Attendees also had the chance to win exciting prizes from Scarlett, making the event both inspiring and engaging.

 

4. Shopee Thailand

The next remarkable influencer marketing comes from a leading e-commerce platform in Southeast Asia: Shopee. Launched in 2015, Shopee has made its way to being the leader of Asian e-commerce and has surpassed Lazada. According to iPrice, Shopee ranks first by the number of active users among e-commerce apps in SEA. While it can't be denied that the features are great, the marketing approach also plays a big part.


Shoppe Thailand Influencer Strategy

Shopee collaborates with celebrities in its promotional campaigns. Shopee introduced BLACKPINK, a South Korean girl group under YG Entertainment as their first-ever regional brand ambassador. Aside from that, Shopee also partnered with celebrities and local KOLs to keep their customers engaged. They consistently involve them in all of their campaigns, from birthday sales and special events, to regular shopping day promotions.


For example, Shopee featured Jackie Chan, a renowned Hong Kong actor in their 9.9 Super Shopping Day promotion event. Furthermore, the actor also starred in several Shopee commercials and appeared on promotional banners across social media platforms.


In Thailand, Shopee teamed up with local presenters such as Nadech-Yaya and a K-pop idol member Bambam from GOT7. Shopee also expanded its promotional activities on Instagram, Facebook, Youtube, and Tiktok. Internet celebrities and local KOLs took part in creating testimonials, reviews, and unboxing contents about products purchased from Shopee. It is no wonder why hashtags such as #shoppehaul have become long-term search trends on social media.

 

5. Tengu Gaming Gears

Tengu Gaming Gears is a brand selling gaming equipment such as mousepads, gaming chairs, and gaming desks. Their products are available on e-commerce platforms such as Shopee and Lazada. The brand carries its value by providing the best gaming tools that fully understand the heart of its users.

 

Tengu Gaming Gears Influencer Strategy

The company actively partners with YouTubers and gaming experts in promoting its brand. Many product testimonials and reviews can be found on YouTube. As we know, gaming chairs are pricey and this affects the conversion stage of the sales funnel. Usually, for premium products, consumers tend to do some research first to make sure the product is worth the money they spend. So, if potential consumers search for gaming chairs on YouTube and other social media, Tengu Gaming made sure they will find many reviews about the brand from acknowledged YouTubers they already trust. The opinion from the right figures could encourage someone’s buying decision, resulting to the increase of conversion rates.



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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