Market Insights Advertising & Media Advertising

Influencer Advertising - Thailand

Thailand

Thailand is expected to see ad spending in the Influencer Advertising market reach €63.12m in 2024.
The market is projected to display an annual growth rate (CAGR 2024-2029) of 10.07%, leading to a projected market volume of €102.00m by 2029.
The average ad spending per internet user in the Influencer Advertising market is forecasted to be €0.90 in 2024.
When compared globally, China is anticipated to generate the highest ad spending, amounting to €17,590.00m in 2024.
In Thailand, Influencer Advertising is rapidly growing, with a focus on collaborations between local influencers and brands to reach niche audiences effectively.

Key regions: Australia, Germany, France, Europe, United States

Marché

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Comparaison de régions

Monnaie

Analyst Opinion

The Influencer Advertising market in Thailand has been experiencing significant growth in recent years.

Customer preferences: Thai consumers are increasingly turning to social media platforms for product recommendations and reviews. Influencers, who have a large following and are seen as trustworthy sources of information, play a crucial role in shaping consumer opinions and purchasing decisions. As a result, brands are investing more in influencer advertising to reach their target audience and gain credibility.

Trends in the market: One of the key trends in the influencer advertising market in Thailand is the rise of micro-influencers. These are individuals with smaller but highly engaged followings who are seen as more authentic and relatable by consumers. Brands are recognizing the value of working with micro-influencers to reach niche markets and generate higher levels of engagement. Another trend is the diversification of influencer content. Thai influencers are not only promoting products but also creating original content such as tutorials, vlogs, and lifestyle posts. This allows brands to integrate their products seamlessly into the influencer's content, creating a more natural and organic advertising experience for consumers.

Local special circumstances: One of the unique aspects of the influencer advertising market in Thailand is the prevalence of social commerce. Thai consumers are highly active on social media platforms and often make purchases directly through these channels. This provides an additional avenue for brands to leverage influencer advertising to drive sales and increase brand awareness.

Underlying macroeconomic factors: Thailand has a growing middle class with increasing disposable income. As a result, consumers are becoming more willing to spend on luxury items and experiences, creating opportunities for brands to partner with influencers to promote their products and services. Additionally, the rapid growth of internet penetration and smartphone usage in Thailand has contributed to the popularity of influencer advertising. Thai consumers are spending more time on social media platforms, making influencer advertising an effective way for brands to reach their target audience. In conclusion, the Influencer Advertising market in Thailand is thriving due to customer preferences for social media recommendations, the rise of micro-influencers, the diversification of influencer content, the prevalence of social commerce, and underlying macroeconomic factors such as a growing middle class and increased internet penetration.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.