Deep Dive into the World of TikTok and Influencers: A Conversation with Khajorn Mango Zero’s Managing Director

ธันวาคม 9, 2567
14:57 น.

TikTok has evolved from an “entertainment app” into a social commerce powerhouse, driving sales that rival leading e-commerce platforms. The arrival of TikTok Shop challenges brands to rethink their strategies, emphasizing the need for compelling, sales-driven content.

I believe that in no time, TikTok could surpass Shopee or Lazada."

said Khajorn Chiaranaipanich, Managing Director of MangoZero.

While TikTok may not replace traditional search engines, as it’s only suitable for specific content. Its algorithm is powerful enough to recommend trending topics aligned with user interests, which is unmatched by other platforms.

TikTok’s algorithm encourages new creators to grow quickly, but it also causes established accounts to have fluctuating engagement growth. As a result, many successful TikTokers are shifting focus to YouTube.

The platform where people spend the most time with creators will ultimately build the strongest relationships with them."

Khajorn said.

On TikTok, influencers and creators can now earn revenue through affiliate marketing without waiting for brands or agencies to reach out first. Instead, they can earn commissions through sales, while brands benefit from increased conversions, and audiences enjoy engaging content—a win-win situation for all.

Khajorn explains that content creators can be divided into two main categories. “Mass” creators tend to achieve higher view counts as they appeal to a broader audience. However, “Niche” creators, who focus on specialized content for a specific audience, excel in their conversion rate, both in building a loyal follower base and establishing credibility.

In an era with a vast number of influencers and creators, brands are now noticeably using macro- influencers less and becoming more selective. Many brands are able to create their own content and even drive sales directly. This shift represents the “Brand as Publisher” concept, where brands transform themselves into content creators to compete directly in the creator economy.

As a creator and influencer himself, Khajorn believes that video production and editing skills are essential for influencers and creators, as video editing has become widely accessible to everyone. Whether short or long, video content has become the norm for audiences in this era.

ภูมิทัศน์สื่อไทย 2567-2568

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