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PHOTO: Kommune Agency x Intercontinental Phuket Resort Campaign.


In the ever-changing world of technology and social media, the marketing

landscape in Thailand is constantly evolving. Unlike traditional marketing

channels, such as Search Engine Optimization or Paid Advertising strategies,

the effectiveness of influencer marketing can be harder to measure for some

clients. That’s why at Kommune Agency, all our Key Opinion Leader (KOL) or

influencer marketing campaigns have metric-based KPI’s for our clients to

compare the effectiveness of our marketing campaigns. In this article, we'll

dive into the world of influencer marketing, highlighting how Thailand has

not only embraced this powerful marketing strategy but also why it remains

highly effective in 2023. We'll also take a closer look at the key players and

industries that have contributed to its success and some case studies on how

Kommune Agency has helped brands achieve over 24 million views within 8


**Influencer Marketing in Thailand**

Marketing isn't what it used to be.The traditional channels of billboards, TV

commercials, and radio ads have faded into the background. Traditional

methods are no longer as effective as they once were, and from Instagram

Reels to Tiktok Challenges, businesses are seeking new ways to connect with

their target audience.As consumer behavior continually shifts towards online

platforms, businesses are compelled to adapt or risk obsolescence.

Thailand's adoption of influencer marketing has been nothing short of remarkable due to our already existing infatuation with beauty and celebrities. Celebrity endorsements has been around in Thai marketing since the 1980’s and has helped pioneer influencer marketing with open arms; with brands recognizing the immense potential it offers for reaching and engaging with consumers. But what sets Thailand apart in the world of influencer marketing?

According to DataReportal, there are over 52 million social media users in Thailand. And with over 60% of users being active users, there’s no wonder Thailand's influencer marketing arena is an attractive channel for e-commerce brands. But how is influencer marketing effective when it comes to e-commerce?

The answer is Trust. In Thai culture, authenticity holds immense value. Consumers here appreciate honesty and genuine connections, and trust is the currency of

influencer marketing. One of the biggest benefits of influencer marketing is that influencers already come with a level of trust that would otherwise take a brand years to build. This trust between influencer and prospective users can be easily aligned and shifted towards a brand and product, leading to direct brand trust and sales. And Thai people certainly love to online shop!

In 2021, Oosga reports that “There is 36.60 million consumer goods e-commerce users in Thailand, and they spend total of around 18.97 billion USD dollars”.

Another important aspect to the effectiveness of influencer marketing in localized understanding.

To succeed in Thailand, marketers must understand and Thai culture and consumer purchasing behavior. For global brands, local influencers play a pivotal role in bridging the gap between your product and Thai consumers. Whether it’s a new launch (such as our launch campaign for Arbour Hotel & Resort seen here) or a special giveaway, the right Thai KOLs can increase the effectiveness of your marketing campaign with the right messaging to the right audience. However, how do you choose the right influencer to guarantee a marketing campaign is effective? Typically in Thailand, brands will either have a dedicated marketer to handle social media and influencer marketing or they will outsource to a specialized influencer agency. Although influencer agencies tend to have professional fees, brands will ultimately save in the long-term due to an agency’s ability to find the optimal influencers for your campaign’s goal, timeline, and budget. Another benefit of working with a specialized influencer agency is that brands can work with local influencers without worrying about the language barrier and communication limitations.

**To Conclude**

When done correctly, influencer marketing is still one of the most effective marketing strategies in Thailand in 2023. The three main factors that determine the effectiveness of an influencer campaign are: Building Trust, Understanding the Thai Market, and finding the Right Influencers. Social media dominates the digital landscape in Thailand and at Kommune Agency, we understanding which platforms are crucial for crafting effective influencer marketing strategies (Case Study: how we helped Microsoft select 6 KOLs for the launching of Windows Blue). Influencers aren't just passive actors on social media, but catalysts for creativity and engagement for your brand when done right. Explore how Kommune’s unique influencer curation process can help grow your business in Thailand today.


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