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In-depth look into Thailand’s influencer market

In-depth look into Thailand’s influencer market with “ Naphat Rattanathawornkiti, Executive of Buddy Review platform

  • 16:22 น.

Although influencer marketing has been around in Thailand for 3-4 years, the influencer market is still in its early stages and has enormous potential for growth. This is the outlook on influencer marketing of Mr. Naphat Rattanathawornkiti, CEO, Co-Founder, Bubblely Co., Ltd. and owner of Buddy Review, a leading platform for influencers in Thailand.  

Influencer market has opportunity for consistent growth

Mr. Naphat commented on the influencer market in Thailand by saying

The influencer market is booming at the moment. Many brands are starting to explore the use of influencers and brands that have been using influencers have increased their budget for this aspect of marketing. However, from a broader perspective, I think that although influencer marketing has been around in Thailand for 3-4 years, the influencer market is still in its early stages and has enormous potential for growth. In the future, influencers will be used in more various forms and channels.”

Micro-, nano-influencers to play a bigger role

The golden era of digital marketing has continued throughout 2022 and will do so in 2023. Influencer marketing has much potential for growth. One of the possible trends is the use of smaller influencers who have closer and more interactive relationships with consumers such as nano- and micro-influencers.

This could include product reviews by customers. Mr. Naphat said,

The smaller the influencer, the more faithful the contents will be. The value of small influencers is follower loyalty, not market reach anymore. The focus has shifted to persuading followers or enhancing credibility of the product or brand.”

Mr. Naphat went on to say that marketing content and ads are well disguised and have become almost indistinguishable from regular content. Influencers have also adopted this approach where their marketing strategy is subtle and not as overt.

Short-form video: a popular format for influencers

Short-form videos are gaining popularity among influencers. Mr. Naphat said that influencers’ contents are guided by what’s trending on social media at the time and short-form videos are certainly one of the current trends. This is why influencers are creating more short-form videos.

The key to success for Thai influencers is entertainment. Thai people prefer entertaining contents that give them pleasure and not force them to buy products.

Therefore, entertainment and fun are the first priority in influencer marketing in order to give consumers a favorable impression and experience during their buying journey. 

 

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