Thailand’s Influencer Boom: Digital Media Reshapes Advertising Landscape

In Thailand, the advertising industry is undergoing a seismic shift, with digital media and influencer marketing taking centre stage. As brands pivot towards social media stars to drive engagement and sales, the country’s influencer population is projected to reach 3 million in 2025, up from 2 million last year, according to a report by Media Intelligence Group (MI Group). This boom, fuelled by a resurgent tourism sector and rapid advancements in technology, underscores the growing dominance of digital platforms in shaping consumer behaviour.

A Digital Revolution in Advertising

Thailand’s advertising expenditure reached 88 billion baht (£1.9 billion) in 2024, marking a 4% increase from the previous year, with projections for a further 4.5% growth to 92 billion baht in 2025, per MI Group data. Digital media is the primary driver of this expansion, expected to grow by 15% this year and capture a market share of 38 billion baht. This trajectory has positioned digital platforms as the leading media channel for the second consecutive year, reflecting a broader global trend towards online advertising.

The rapid expansion of social media and evolving consumer preferences are central to this shift. Pawat Ruangdejworachai, chairman and CEO of MI Group, noted that consumers increasingly seek personalised content and relevant experiences, a demand that influencers are uniquely positioned to meet. “Influencers build trust and engage target audiences directly,” he said, highlighting their pivotal role in modern marketing strategies (MI Group, 11 February 2025).

The 2025 media mix is expected to be 45% digital and 55% offline, with digital platforms, television, and out-of-home advertising complementing each other. However, the challenge for brands lies in strategically allocating budgets to maximise impact, as digital channels continue to outpace traditional media, which is experiencing a steady decline.

Tourism Rebound Fuels Marketing Spend

A significant factor propelling Thailand’s advertising growth is the resurgence of its tourism industry, forecast to welcome 40 million visitors in 2025. This recovery, following years of pandemic-related disruptions, has prompted hotels, airlines, and travel platforms to ramp up marketing budgets. The influx of tourists represents a lucrative opportunity for businesses to capture international attention, with digital campaigns often spearheaded by influencers who can showcase destinations and experiences to global audiences.

Beyond tourism, heightened market competition across sectors is pushing companies to invest in innovative marketing strategies. The integration of artificial intelligence (AI) and Big Data analytics is further transforming the landscape, enabling brands to optimise campaigns with unprecedented precision. These technological advancements allow for targeted advertising that resonates with specific demographics, amplifying the effectiveness of influencer-driven content.

Sectors such as tourism and leisure, insurance, pharmaceuticals, and non-bank financial institutions are expected to increase ad spending in 2025. Conversely, industries like e-marketplaces (e.g., Shopee, Lazada), non-alcoholic beverages, and agricultural products are likely to scale back, reflecting shifting priorities in a competitive market.

The Rise of Micro and Nano Influencers

Within the digital realm, influencer marketing stands out as the fastest-growing segment. Thailand’s influencer population, already substantial at 2 million in 2024, is set to expand further, with micro and nano influencers—those with smaller but highly engaged followings—leading the charge. These categories, often involved in affiliate marketing and direct sales, are proving particularly effective for brands seeking cost-efficient, high-impact campaigns.

Unlike mega-influencers or celebrities with vast but sometimes less engaged audiences, micro and nano influencers often foster closer connections with their followers, translating to higher trust and conversion rates. This trend aligns with a broader shift towards performance-based marketing, where the focus is on measurable outcomes like sales rather than traditional brand awareness.

Brands are increasingly prioritising “lower funnel” marketing strategies, which target consumers closer to the point of purchase. While thematic advertising retains relevance for building long-term brand identity, the immediate returns offered by performance-driven campaigns are reshaping budget allocations. This strategic pivot underscores the adaptability of Thailand’s marketing ecosystem in response to digital disruption.

Challenges and Opportunities in a Digital-First Era

The dominance of digital media presents both opportunities and challenges for Thailand’s advertising industry. On one hand, the ability to reach vast audiences through social platforms offers unparalleled potential for brand growth. Influencers, with their authentic voices and niche followings, are often more effective than traditional advertising in cutting through the noise of an oversaturated media environment.

On the other hand, the rapid pace of change demands agility from businesses. The projected 10% growth in out-of-home advertising suggests that offline channels still hold value, particularly for local and experiential campaigns. Striking the right balance between digital innovation and established methods remains a key concern for marketers navigating this hybrid landscape.

Moreover, the ethical implications of influencer marketing are coming under scrutiny. As the industry grows, so do concerns about transparency, with consumers and regulators alike calling for clearer disclosures around sponsored content. If left unaddressed, issues such as misleading endorsements could undermine the trust that influencers have worked to build, potentially impacting the sector’s long-term viability.

A Glimpse into the Future

Looking ahead, Thailand’s digital media landscape shows no signs of slowing down. With digital platforms expected to maintain their dominance and influencer numbers continuing to rise, the country is positioning itself as a regional leader in innovative marketing. The projected 15% growth in digital ad spend for 2025 reflects confidence in the medium’s ability to deliver results, particularly as consumer habits evolve towards online engagement.

Yet, as the industry evolves, so too must the strategies that underpin it. Brands will need to invest not only in technology but also in understanding the cultural nuances that shape consumer behaviour in Thailand. Influencers, as cultural ambassadors of sorts, will play a critical role in bridging this gap, provided they maintain authenticity in an increasingly commercialised space.

The intersection of tourism, technology, and digital marketing offers a fertile ground for growth, but success will hinge on adaptability. If current trends hold, Thailand’s influencer boom could serve as a blueprint for other South East Asian nations grappling with the digital shift. For now, as brands and influencers redefine the advertising playbook, the kingdom stands at the forefront of a transformative era—one where a single social media post can wield as much influence as a billboard on Bangkok’s bustling streets.