Thailand Facebook Trend Report 2022
Thailand witnessed an increase in the popularity of Facebook influencer marketing in 2022, contrary to other APAC nations. The data implies that Facebook is a preferred platform for influencer marketing in Thailand. There are a number of top-performing micro and macro-influencers on the platform, engaging the audiences with click-worthy content.
In addition, the audience demographics data shows that people of all ages consume content on Facebook—aged <19-46+ years. This Facebook influencer marketing report dives deeper into how brands can use multiple influencer categories to reach their target audience on the platform.
Table of Content
- Influencer Demographics
- Number of Influencers by Follower Count
- Influencer Engagement Rates
- Influencer Posts: 2021 Vs. 2022
- Top 5 Influencers With Highest Engagement Rates
1. Influencer Demographics
The female audience dominates Facebook in Thailand, making up 57.61% of the user base. On the other hand, males account for 42.45% of the audience.
Out of the total audience, 46.91% are Gen Zers (aged <19-25 years), who make up the majority of the users on Facebook in Thailand. Following them are the Millennials aged 26-32 years, accounting for 29.95%. Additionally, the platform has a considerable percentage of an older audience aged 33-46+ years.
2. Number of Influencers by Follower Count
According to affable.ai’s data, there were 11.6k micro-influencers on Facebook with followers between 10k to 50k. Subsequently, around 4.4k creators fall under the nano-influencers category (5k-50k followers). Mid-tier (50k-100k) and macro influencers (100k-250k) are almost equal in number. The count further decreases as the number of followers increases.
3. Influencer Engagement Rates
Nano and macro influencers are the most popular influencer categories in Thailand. While nano influencers have fewer followers, their high engagement rates show that their followers keep up with their content. On the contrary, macro-influencers have larger followers but generate a lower engagement compared to smaller creators. But that’s not the case in Thailand. Facebook macro influencers in the country create the highest engagement rate of 2.8%.
According to affable.ai’s data, it is followed by nano influencers creating a 1.43% engagement. Mid-tier influencers create the lowest engagement of all categories.
Struggling to find high-engagement influencers for your brand? Access affable.ai’s influencer profile to analayze performance metrics.
4. Influencer Posts: 2021 Vs. 2022
Influencer marketing has remained steady in Thailand for the past two years. The number of influencer posts increased by 1.12% in 2022 compared to 2021.
Top 5 Influencers in Thailand With Highest Engagement Rates
1. แมวอ้วนโดมินิก - Dominic the fat cat (@dommydiary, 92k followers)
Dominic the fat cat is a popular pet influencer on Facebook in Thailand. The page features stories from the pet’s life, which makes for tons of engaging content that the followers love consuming. According to affable.ai’s analysis, the influencer has more than 98.4% of the audience in Thailand, most of whom are aged above 21 years. He has over 62% female audience and gains a high engagement rate of 28.16%.
2. อีสชำนาญ อีสานพาสวบ (@chumnan1o1, 50.7k followers)
@chumnan1o1 is a food content creator who reviews food service businesses. His content showcases him trying different cuisines at multiple restaurants, making him an expert in the field. Brands planning to run influencer campaigns for service-based businesses can partner with him. The 21.49% high engagement rate shows the popularity of his content among his followers.
3. secret place finder (@secretplacefinder, 15k followers)
Secret Place Finder is a Facebook page run by a Thai couple who posts traveling content. The couple finds interesting offbeat places to visit and shares the experience with followers. They have reviewed many places, including cafes, camps, hotels, and more. Their authentic and aesthetic content makes them a perfect choice for brands looking to promote their food or hotel chains. Secret place finder is followed by mainly Millennials aged 25-32 years and a younger audience aged below 19 years. A significant number of females follow them. Considering their high engagement rate, it is evident their followers enjoy their content and find it valuable. The couple is equally active on Instagram, with over 34k followers.
Top Influencer Couples to Work With in Southeast Asia
4. เซรั่มณัชชา มีบริการเก็บเงินปลายทางฟรี (@natcha99156, 6k followers)
@natcha99156 is one of the top-performing nano-influencers in the beauty and skincare industry. Her page mainly includes product reviews of beauty face masks, skincare pills, gummies and supplements, creams, and serums. Though a nano-influencer, she creates a 24.58% engagement rate, higher than similar creators. Her audience includes 87.58% of females residing in Thailand, Cambodia, Laos, and India.
5. Smileye (@smileyemakeup, 5.9k followers)
Smileye is a well-known makeup and beauty influencer on the platform. She posts makeup tutorials and product reviews on Facebook and generates an engagement rate of 23.70%. Her content has an estimated reach of more than 1.5k followers. Most of her followers are females, comprising 87% of her follower base, of which a large portion is over 21 years of age.
Check out our detailed guide on Influencer Marketing in Thailand to succeed in your next campaigns!
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