Thai users lead in Asia and hold the second-highest position globally in terms of TikTok consumption, according to We Are Social data.
In the vibrant digital landscape of Southeast Asia, Thailand stands out as a frontrunner in TikTok usage. With over 80% of internet users actively engaging with the platform each month, Thailand's TikTok usage far surpasses the global average of about 30%.
The reason for this trend is rooted in Thailand's entertainment-driven, highly active internet user base and a strong influencer culture. Thai users, much like their Southeast Asian counterparts, are drawn to short-form, engaging video content that is fun and easily shareable, aligning perfectly with TikTok's format.
Moreover, the region's internet users consume more online video content than the global average, with Thailand among the top consumers of short videos like TikTok clips. This high video consumption habit, coupled with a strong influencer culture, where over 20% of internet users follow influencers and frequently watch influencer videos, boosts organic engagement with TikTok content.
The impact of this trend on marketing strategies in Southeast Asia, especially Thailand, is significant. Marketers are moving away from direct sales approaches and towards creating entertaining, viral content that audiences want to engage with and share. Influencer marketing is another strategy that brands are leveraging to reach highly engaged audiences who trust and interact with influencer content.
TikTok's growing advertising reach in Southeast Asia is also noteworthy. The region accounts for nearly a quarter of TikTok's global advertising audience, making it the platform's largest ad-viewer base. Thailand ranks 9th globally by ad reach on TikTok.
This shift towards content-driven marketing and influencer partnerships over traditional advertising is reshaping marketing in Southeast Asia, making TikTok a central platform for brand engagement. It's a testament to the power of understanding and catering to the unique preferences and behaviors of digital consumers in the region.
In addition to TikTok, Southeast Asians are active across multiple social media platforms. Malaysia leads globally in terms of the number of social media platforms used, with Malaysians accessing 8.42 platforms on average. The Philippines and Vietnam are among the most avid users of YouTube, with the highest monthly usage shares globally.
The region also leads in Messenger ad audience share, with a staggering 22.7%. Six in ten Vietnamese internet users have a strong interest in AI, and over half of Indonesian internet users are monthly X (formerly Twitter) users.
Telegram enjoys greater popularity in the region than globally, with two-thirds of Malaysian and Indonesian internet users accessing it monthly. Instagram, TikTok, and Facebook are the top global platforms for brand research, respectively.
In conclusion, the digital landscape of Southeast Asia is dynamic and diverse, with Thailand leading the way in TikTok usage. This trend, driven by a highly active, entertainment-driven user base and strong influencer culture, is reshaping marketing strategies in the region, making TikTok a central platform for brand engagement.
- The entertainment-driven and influencer-heavy culture in Thailand has made its business sector increasingly invest in content-driven marketing strategies, aligning with TikTok's format.
- Healthy video consumption habits among Southeast Asian internet users contribute to the region's high engagement with short video content platforms like TikTok, resulting in a growing advertising reach.
- Over 20% of internet users in the region follow influencers and watch influencer videos, boosting organic engagement with TikTok content.
- Influencer marketing and creating viral, entertaining content have become popular marketing strategies in the Southeast Asian lifestyle,echoing the region's shifting preferences towards entertainment-driven business practices.
