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.