Thailand TikTok trend report 2022

Editorial Team
January 28, 2023
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Among the Southeast Asian countries, Thailand has the most TikTok micro-influencers.  It gives the brands an advantage to operate in niche markets and engage with Gen Zers extensively.’s Thailand TikTok trend report is packed with various metrics to help brands and marketers with the right TikTok influencer marketing strategies. 

This report gives a detailed view of the number of influencers, their engagement rates, the number of posts in 2022, audience demographics, and a curated list of the most engaging influencers on TikTok. 

Table of Content: 

  1. Influencer Demographics 
  2. Number of influencers by Followers Count 
  3. Influencers Engagement Rates 
  4. Influencer Posts: 2021 Vs. 2022 
  5. Top 10 Influencers with the Highest Engagement Rate

1. Influencer Demographics 

Both males (50.66%) and females (49.33%) contribute an almost equal share of the total audience base on the platform. GenZ aged 19-25 are the most active audience winning 39.09% space among the audience base. Notably, users between the 0-18 age group use TikTok more extensively than millennials (26-32), indicating the platform's popularity among younger generations. Users aged 33-36 years account for only 6.52%. 

2. Number of influencers by Followers Count 

Micro-influencers (10k-50k followers) comprise a large segment of the TikTok creator economy, the highest among SEA counties. The macro (100k-250k) and mid-tier (50k-100k) influencers come next with 12.9k and 14.2k individuals, respectively. On the other hand, the nano-influencers with 5k-10k have the least number accounting for only 221.

Discover top-performing content creators in your region through our Influencer Ranking page.

3. Influencer Engagement Rates

Despite having a low count in terms of followers, nano-influencers generated a *maximum engagement rate reaching 107.5%  showing close rapport with their followers.

The micro and mid-tier influencers bought out 46.77% and 42.64% engagement rates. Therefore, brands can collaborate with this category of influencers to broaden their reach to consumers in Thailand and get better ROI. On the other hand, macro influencers generated about 37.47% of the engagement rate.

If businesses in Thailand are looking for wider audiences and brand exposure, they can opt for celebrity influencers who generated a 21.05% engagement rate in 2022

(*Maximum engagement is calculated in terms of average views)

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4. Influencer Posts: 2021 Vs. 2022 

The influencer posts on TikTok saw a decline of 4.98%. Influencers in all categories created over 42.7M posts in 2021, slightly dropping to 41.5M by 2022. 

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023. 

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