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2024 most popular social media in Thailand
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In 2024, users in Thailand see a big rise in social media. It has a strong impact on the digital world. Not only does it shape how people connect, but it also provides the tent poles for evolving digital marketing strategies.
Thailand is one of the top countries in terms of social media use. To stay competitive, brands must embrace their unique trends.
In early 2024, Thailand had approximately 56.8 million social media users, indicating high engagement and interaction.
As of January 2024, Thailand has about 49.1 million active social media users. This makes it one of the top countries for social media use.
Thai people spend an average of 2.31 hours a day browsing their social media accounts. The global average is slightly lower, at 2.23 hours. This high level of engagement is driven by a robust mobile-first culture. The majority of internet traffic and social media usage occurs from smartphones.
Bangkok itself serves as an immensely extensive social media hub. It ranks as the third-largest city for Facebook advertising reach, covering 13 million accounts.
Source: Data Reportal | Thailand 2024
Thailand has proven to be an ideal market for the mobile messaging application LINE. Thanks to the many services the app offers, LINE is more than just a messaging app. It includes calls, chats, payments, shopping, and news access.
With over 50 million users, LINE is essential in Thai society. It is an excellent platform for B2C marketing, personal communication, and other services.
Facebook has maintained its position as one of Thailand’s favourite social networks, with users of all ages. People mainly use it for socializing, news updates, and advertisements. It gives SMEs and B2C space to reach enormous prospects.
Facebook Marketplace feature focuses mostly on trade, buying and selling commodities. There are different types of Facebook Groups. These groups meet the needs of people with specific interests. They include hobbies and people from certain areas.
YouTube performs exceptionally well in terms of video streaming. The platform is ideal for hosting long-form content and enabling engagement through video SEO practices.
People use the platform for more than just entertainment. It is also a popular choice for business. Influencers and brands often use video ads and sponsored content.
Discover the social media landscape of Japan in our most popular blog →
Instagram is utilized by 26.1% of Thailand’s population, corresponding to 29.9% of the eligible audience aged 13 and above. The platform is popular with lifestyle companies, influencers, and younger audiences. They enjoy sharing pictures and videos because of their visual appeal.
Marketers have proven B2C marketing particularly effective on Instagram. It also serves as a medium for showcasing a company culture and internal branding among B2B companies.
Thailand has impressive TikTok statistics. Nearly 76% of users aged 18 and older use the app monthly.
The platform connects well with younger audiences, especially Gen Z. They like making and watching short, fun videos. This makes TikTok a strong platform for businesses to connect with customers. It helps launch viral marketing campaigns and reach a young audience.
Although it has fewer users than other platforms, the microblogging site is still popular in Thailand. It is handy for time-sensitive features like news, entertainment, and engagement.
People mainly use it for live events. This is especially true during political unrest or social movements. Users receive information in these situations.
Learn about the most popular social media platforms in APAC →
In Thailand, social media is an essential tool for driving sales. LINE is the leader in combining communication, shopping, and customer interaction.
The rise of social commerce, where e-commerce and social media connect, has gained remarkable success in Thailand. Platforms like LINE and Facebook let users browse, shop, and buy without leaving the app.
Let’s look at LINE as an example, with LINE Shopping as a part of the main app. It lets users search for items, compare prices, and buy directly in the app. This grand approach is even more attractive in Thailand, where convenience and mobile-first behaviour dominate consumer habits.
As a result, brands are leveraging social commerce to shorten the customer journey from discovery to purchase.
Most social media now own their distinctive ad platform, offering various advanced targeting capabilities to advertisers.
Brands can target the right audience based on demographic preferences such as age, location, interests, and behaviour. This capability particularly proves its power in Thailand, where localization and culturally relevant messages are more likely to resonate.
Advertising platforms like LINE Ads and Facebook Ads have strong targeting features. These tools help businesses create personalized ads that boost conversion rates. With an emphasis on visual and video content, these platforms help Thai brands deliver compelling ads to drive sales.
Read our blog, where we cover LINE Ads targeting options here →
Social media does more than just sell products—it is a customer relationship-building platform. In Thailand, brands that are active on social media connect with their audience. They offer customer care to build a community around their products.
Brands can improve satisfaction and loyalty by quickly answering customer questions or complaints. Social media makes this easy.
LINE Official Accounts let brands connect with their customers. They can send personalized offers, updates, and event invitations. This strategy enhances the customer experience, positioning social media as a crucial part of the customer journey.
Adding LINE stickers with famous Thai celebrities or cultural elements makes customer interaction more fun. This helps strengthen the bond between brands and consumers.
Download our free LINE Official Media Guide →
In recent years, influencer marketing has become an essential part of the social media ecosystem in Thailand. Thai consumers trust local celebrities, influencers, and key opinion leaders (KOLs) for advice, making it a smart strategy for boosting brand awareness and sales.
Influencers wisely use platforms like Instagram, TikTok, and YouTube to showcase products, spread viral trends, and increase demand.
Successful social media campaigns in Thailand often use local culture, trends, and the Thai language. This helps them connect with the audience.
During national festivals like Songkran or Loy Krathong, brands launch themed campaigns to connect with the festive spirit. They might have special promotions or make LINE stickers that show cultural themes. This encourages users to share and connect with the brand. Brands that understand this aspect of Thai culture can use social media to increase brand visibility and drive sales.
Social media marketing in Thailand looks bright. Trends like video content, e-commerce integration, and AI-driven personalized experiences are very popular.
Platforms like TikTok, Instagram, and LINE are changing the game, pushing brands to make short, engaging videos. Brands also explore partnerships with influencers to connect with younger audiences. Social media is becoming a popular place for shopping. It makes it easy for customers to purchase on their favourite platforms immediately.
Brands should use social media for more than just sales to stay ahead. They should create community-driven content that builds loyalty. This approach combines commerce with meaningful interactions with customers.
At DMFA, we provide LINE support services in Thailand, Japan, and Taiwan.
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