Thailand’s content creators on the rise as online ad spend soars
Move over, television, Thailand’s digital dawn is upon us as the nation experiences an explosive rise in online content creators, set to hit a staggering 3 million this year. That’s up from 2 million just last year, according to insights from the Media Intelligence Group Co.
The burgeoning influencer economy now represents about 5% of the entire Thai population, observed Pawat Ruangdejworachai, the brains behind the analysis and the firm’s president and CEO.
Leading the charge are switched on individuals who’ve initially dipped their toes in Internet product sales. Hungry for more moolah, these creators now have their eyes on the lucrative world of online adverts and product reviews, eager to boost their bank balances by showcasing everything from snazzy new cafés to the latest must-have cosmetics.
These digital dynamos are no strangers to the most popular social media platforms like TikTok, Facebook, and YouTube. In return for sponsorships, they dish out everything from café critiques to cosmetic commendations, capitalising on their audience’s appetite for authentic, relatable recommendations.
It’s little wonder, then, that last year’s online advertising spend clocked in at a jaw-dropping 88.06 billion baht. That tally is projected to swell to an even more impressive 92.04 billion baht this year, marking an impressive 4.5% climb.
With digital media advertisements leading the growth charge for the second year running, they’re leaving old-school media, especially television, trailing in their wake.
Gone are the days when television was king. A seismic shift in viewing habits has seen former television buffs swap their remote controls for smartphones, tuning into the torrent of content streaming from social media platforms instead. The result? A massive migration of advertisements from television to digital spaces, with a sizeable chunk still targeting traditional TV news slots and series.
Media Intelligence Group’s analysis paints a clear picture: digital media ad spend has left TV commercials in the dust, signifying a dramatic pivot in advertising and consumption trends. This shift not only highlights the changing preferences of viewers but also underscores a golden era for advertisers who are rushing to capitalise on the booming digital landscape.
In this brave new digital world, content creators have become the influential middlemen, wielding the power to sway consumer choices through their charismatic and candid online personas. As brands clamour for a slice of the digital pie, creators find themselves in high demand, with engagement rates and authentic reviews rocking the boat of traditional marketing strategies.
So, what does this mean for the average Thai netizen? More choice, more voices, and more opportunities to engage with content that speaks to them on a personal level.
Whether it’s unboxing the latest gadget or discovering a hidden eatery gem, Thailand’s content creators are paving the way for a new era of consumer-driven media.
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