Influencer Marketing strategies have grown tremendously in Thailand, especially over the past year in 2022. Reports indicate that influencers in Thailand were able to generate an Engagement Rate as high as 3.6%, which is considered a very impressive figure. So for any brand or marketer who still thinks that using influencers to help promote products is pointless, we'd say take a deep breath and first take a look at the data we've brought you in today's article.
We've gathered our data from a report by Affable.ai, which compiles statistics about the overall picture of the interesting Thailand Instagram Trends over the past year in 2022. So any marketer using Instagram as their primary platform for online marketing should not miss this. If you're ready, let's dive in.
- Influencer Demographics Data in Thailand
Gen Z teenagers aged between 19 – 25 years old are the most active group on the Instagram platform, accounting for more than 45% of the platform's entire user base, which is considered the highest compared to other countries in the ASEAN region. This breaks down into 55.20% women and 44.49% men, showing that the platform continues to win the hearts of women in Thailand. So brands or marketers who are planning their content strategy shouldn't forget to pay attention to the data above.
- Number of Influencers on the Platform, Segmented by Follower Count
As for the number of influencers in Thailand, they can be broken down as follows: Micro-Influencers with between 10,000 and 50,000 followers made up the largest group in 2022, at 12,378 people, followed by the group with 5,000 – 10,000 followers, and finally Influencers with followers in the millions and above, of whom there were only 528.
- Influencer Engagement Rate
The group of Influencers who generated the highest Engagement Rate was the group with 5,000 – 10,000 followers. But the most interesting point in this section is the group of Influencers with followers in the millions and above, which may include celebrities in Thailand, who were able to generate an Engagement Rate of up to 2.67% – the highest compared to all other Influencer groups across the ASEAN region. This shows that celebrities in our country have a strong influence in creating an impact on society.
- Comparative Data on Influencer Posting Across the Years
In this section, the data from affable.ai shows the difference in the number of posts made by Influencers between 2021 and 2022. In 2021 there were a total of 5,349,388 posts, and in 2022 there were a total of 4,585,203 posts. A likely observation is that the decline in 2022 may have been affected by the rising trend of short-form videos on the TikTok platform.
Final Thoughts
What did you think of the 4 statistics we've shared above? They provide a great overview of the Influencer landscape in Thailand over the past year. So for anyone who is still hesitant about using social media channels like Instagram to promote their products or services, adopting an Influencer Marketing strategy is another interesting tip for 2026. You can read more tips on doing Influencer Marketing in our Blog.
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