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Influencer marketing in Thailand for 2021: Instagram leads all platforms for engagement rates by users on influencer marketing campaigns

YouTube is the most popular platform for Thai influencers on AnyTag

AnyMind Group, an end-to-end commerce enablement platform for brands, influencers and publishers, has today launched 2021 influencer marketing report for Thailand. A report looking at an overview of influencer marketing in Thailand for the past year, the most popular types of content created by Thai influencers, the proportion of influencers on each platform, the hottest social media platforms for influencer marketing campaigns, average user engagement for each platform and more. Data was obtained from AnyMind Group’s influencer marketing platform, AnyTag, and the report is an extension of the company’s State of Influence in Asia 2021 report, which looks at the entire Asia region.

Thailand being one of the markets in Asia which has the hottest influencer market growth, brands are continuing to increase their spending for this form of marketing. This report aims to help marketers with key stats to aid the planning of influencer marketing campaigns and making more accurate and effective decisions. Some key insights include:

Top five most-popular influencer verticals in Thailand

Looking at over 30,000 influencers in Thailand on AnyTag, the top five popular influencer verticals are: Fashion & beauty, Arts & entertainment (Lifestyle), Food & beverage, Travel, and Gaming. Compared to 2020, the travel vertical has dropped to fourth place with restrictions on domestic and international travel restricted in the past year. This is expected to pick up in the coming year as borders are reopened and restrictions are lifted.

Social media platforms to suit target audiences

Although YouTube is the social media platform that most influencers are on, when looking at the top three influencer verticals, Arts & entertainment (lifestyle) influencers had the highest proportion on YouTube at 40.99%, whilst Fashion & beauty influencers on YouTube stood at 18.03%. Because of the consumer’s behavior prefer to watch entertainment as a full video via YouTube the most. So, it’s important for marketers to understand influencer and follower demographics to better communicate with target audiences through platforms that are more suitable for each target group.

YouTube is the most popular platform for influencers in Thailand

YouTube remains the most popular platform for influencers in Thailand with a 36.6% ratio, whilst Instagram and Facebook have similar usage rates of 28.9% and 28.2% respectively, whilst Twitter is 6.4%.

Looking deeper into each platform, influencer content on Instagram had the highest engagement rates compared to the other social media platforms, whilst Facebook was able to generate the broadest amount of reach in Thailand. Twitter, while having a smaller number of influencers, saw influencers build highly-niche audiences and drive better user interaction.

Keep an eye on Twitter for the new trend of Influencer Marketing

Although Twitter is the platform with the lowest usage rate by Thai influencers in proportion to the other social media platforms, but it had a year-on-year growth of 165.03% for influencer marketing campaigns across Asia (Details can be found in the State of Influence in Asia 2021 report) and is another trend that is emerging in Thailand due to the ability to create and reach niche audiences.

This report analyzes data from over 30,000 influencers in Thailand along with influencer marketing campaigns that took place throughout the past year. Data was obtained from AnyMind Group’s influencer marketing platform, AnyTag, which was recently crowed Game-Changing Advertising Technology at The Drum Awards for Digital Advertising APAC 2021.

Download full 2021 influencer marketing report for Thailand here: https://anymindgroup.com/news/report/16301/

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