Digital Marketing
Marketing 101
Brand Design
Digital Marketing
Marketing 101
Creative Design
Thailand Social Media Marketing 2025 | AI, Social Commerce & Influencers
Anish Sidhant Mathur
|
Thailand’s Digital Marketing in 2025:
From scrolling habits to shopping carts, Thailand’s digital audience is shaping the future of business in 2025.
What if I told you that in 2025, most Thai people spend more time on social media every single day than they do eating, commuting, or even talking face-to-face? Would that surprise you… or feel oddly obvious?
Here’s the reality: Thailand is one of the most socially connected countries in the world, with more than 51 million active users. That’s 7 out of 10 people scrolling, liking, shopping, or live streaming daily. And they’re not just watching cat videos (although there’s plenty of that too). Social media in Thailand has become the marketplace, the newsstand, the customer service desk, and the community hall all rolled into one.
So the question for 2025 isn’t should Thai businesses invest in social media it’s how can they possibly afford not to? The platforms are evolving fast, consumer behavior is shifting even faster, and brands that don’t keep up risk becoming background noise in a feed full of Tik Tok, LINE stickers, and influencer collabs.
This article unpacks what’s happening in Thailand’s social media landscape right now, the platforms driving the biggest change, the trends you can’t ignore, and the strategies businesses need if they want to survive (and thrive) in 2025.
2025 Social Media Usage in Thailand: The Big Picture
Let’s pause here, because if you don’t know the map, you’ll get lost in the market. In 2025, Thailand has 65.4 million internet users (over 90% penetration). Nearly everyone is connected. Even more striking: Thailand has 99.5 million mobile connections, which means many people run two phones.
Question: If almost every consumer is mobile-first, is your business mobile-first too? Or are you still treating social media like a side hustle?
The Platforms: Who Rules Thailand in 2025?
Here’s the first question: how socially connected is Thailand, really? With 51 million social media users out of a population of 71 million, engagement is insane. The average Thai user spends 2 hours and 35 minutes daily scrolling through content, messaging friends, or watching videos. That’s above the global average, which makes you wonder: how much of a brand’s attention can you actually grab?
And then there’s mobile. With 139% mobile penetration, Thais are almost always online. That’s more phones than people—which means if your marketing isn’t mobile-first, you’re already behind.
For brands, this is both a challenge and an opportunity. The question isn’t whether you should go digital, it’s whether you can stand out in a constantly shifting feed.
Platforms That Matter
So which platforms actually matter in Thailand today?
LINE is the obvious leader. It’s no longer just messaging; it’s a life hub. Users can chat, shop, send gifts, or even track health updates, all inside one app. For businesses, this means direct marketing, social commerce, and customer service are all possible without leaving the platform.
Then there’s Facebook, which still dominates with 51 million users, mostly aged 25–34. Meanwhile, YouTube is where Thais consume content like there’s no tomorrow, 47.6 million users in early 2025, and businesses are realizing that video isn’t just fun; it drives real engagement and discovery.
And let’s not forget Instagram and TikTok. Instagram thrives on lifestyle, glamour, and influencer marketing, while TikTok is the social commerce rocket ship. Young Thais love short, fun videos, and brands that catch the viral wave are winning both attention and sales.
Social Commerce Is Taking Over
Here’s the big question: can you shop without leaving your favorite app? In Thailand, the answer is yes, and more people are doing it than ever. TikTok alone leads in social commerce, and 69% of Thais now shop directly on social platforms.
Payments are seamless too. Digital wallets like PromptPay make transactions easy, and cash-on-delivery remains popular. For businesses, this means shorter customer journeys and more opportunities to convert engagement into actual sales.
Add in influencer collaborations, live shopping, and personalized AI suggestions, and suddenly your social feed isn’t just entertaining, it’s a mini-mall with curated recommendations.
Top Marketing Trends Thai Brands Can’t Ignore
According to the Marketing Association of Thailand (MAT), ten trends are shaping the 2025 marketing landscape. Let’s break down a few that really matter:
AI-Powered Personalization:
Virtual assistants, smart kiosks, and AI chatbots aren’t just gimmicks, they predict what a customer wants, when they want it, and how to show it. Imagine a kiosk suggesting a cold drink on a hot day before you even think about it. That’s marketing that feels like magic.
Social Commerce & Micro-Influencers: TikTok and Instagram are merging entertainment and e-commerce. Meanwhile, micro-influencers are turning niche communities into high, conversion audiences. Forget celebrity endorsements, authenticity sells.
Sustainability & Wellness:
Thai consumers increasingly care about eco-conscious brands and holistic wellness. Marketing that embraces environmental responsibility and mindfulness isn’t just nice to have, it’s table stakes for brand loyalty.
Other trends include automation, voice and smart device integration, subscriptions for loyalty, fandom marketing, and AR/VR immersive experiences, all pointing to one thing:
marketing in Thailand in 2025 is interactive, predictive, and hyper-personalized.
Future Outlook: How to Win
Here’s the million baht question: how can businesses actually thrive in this landscape?
💡 Mobile-First Strategy:
Everything should be optimized for mobile, because Thais are rarely on desktop.
💡 Cross-Platform Integration:
LINE for communication, TikTok for viral campaigns, Instagram for culture and lifestyle storytelling, Facebook for community. All working together.
💡 Interactive and Immersive Experiences:
Live commerce, (AR/VR) try ons, and AI powered recommendations make engagement fun, seamless, and sticky.
💡 Sustainability & Wellness Messaging:
Align with values that resonate, because modern Thai consumers pay attention to purpose as much as price.
In short, the brands that win are the ones that adapt, innovate, and engage. Social media isn’t just a tool, it’s the battleground where the next generation of Thai marketing is being decided.
Thailand’s 2025 Social Media Boom: Where Marketing, Sales, and Customer Loyalty Collide
In 2025, Thailand’s social media scene isn’t just growing, it’s redefining how businesses connect, sell, and stay relevant. From AI-powered personalization to social commerce, micro-influencers, and immersive experiences, the rules of marketing are constantly evolving. The brands that thrive won’t just chase trends, they’ll adapt, innovate, and meet their customers where they already are, scrolling, clicking, and engaging online. For Thai businesses, social media isn’t optional anymore, it’s the arena where survival, growth, and loyalty are being decided every single day.
