Marketing in Thailand isn't a walk in the park. The competition in the marketing and advertising industry here is fierce, and Thai advertisers are always cooking up fresh and exciting ideas. But the times are changing, and consumers are becoming more discerning. So, if you're a new brand trying to break into the market, you'll need all the help you can get.
That's why we've put together a list of trends that you should keep an eye on before launching your marketing campaign. But first, it's crucial to know where Thai consumers go to research brands. As of 2022, search engines, social networks, mobile apps, comparison sites, and reviews are the top platforms they use. This information is crucial because most of the advertising trends you need to know about happen in these spaces.
Influencer marketing and video content marketing, for example, are often found on Instagram, YouTube, and TikTok. But there's more to it than that! Trends like K-pop culture, affiliate marketing, and collectivist culture are also gaining traction and could give your brand an edge in the market.
So, keep reading, and we'll fill you in on these local digital marketing and non-digital approaches that will help you compete with Thai businesses. Are you ready? Let's dive in!
Top 7 Marketing Trends in Thailand ⬇️
1. Thai Hallyu
Riding the Korean Pop Culture Wave
The Korean wave is a powerful force in the Asia-Pacific, and it's not hard to see why. K-pop isn't just a genre of music, it's a lifestyle. K-pop stars are fashion icons, beauty gurus, and trendsetters in every sense of the word. And it's not just Asia that's hooked on K-pop; the genre is now making waves all over the world. That's why so many brands are eager to partner with K-pop stars, idols, and celebrities to help promote their products.
Thailand is no exception to the K-pop craze. In fact, 45% of the population here considers K-pop to be one of the most popular trends in the country. Korean dramas, TV shows, and pop music have become staples of Thai entertainment, and K-pop idols are everywhere you look.
What's more, there are even some famous Thais who have become K-pop idols in their own right. Lisa from Blackpink, BamBam from GOT7, Nichkhun from 2PM, and Ten from NCT are just a few examples of Thai idols who have made it big in the K-pop world. Their success has only helped to solidify the Korean wave in Thailand and ensure that it's here to stay.
2. Laugh Your Way to Sales
The Power of Humor Advertising in Thailand
Thai advertising is in a league of its own, with commercials that are both unique and unpredictable. Marketers here are experts at coming up with clever and sometimes downright bizarre ideas that can keep audiences entertained for a full four minutes. It's no wonder that Thai ads often go viral on social media!
If you want your commercial to stand out, adding a bit of humor can go a long way. Whether you're selling insurance or beauty products, a funny and controversial concept can make your ad unforgettable.
Take, for example, this commercial from Siam Commercial Bank. The message they wanted to convey was that their SME loans were easy to register for and had competitive interest rates. But instead of a dry and boring ad, they created a hilarious story about a man trying to get a loan for his "Fish Flop" business.
By adding humor to your marketing content, you'll capture your audience's attention and make your commercial more memorable. Humor creates a positive mood, which makes it easier for viewers to accept the information you're trying to convey. And in Thailand, where hard-selling content marketing is frowned upon, funny ads are a favorite among consumers.
3. Collective Spirit
How Thailand's Cultural Values Drive Marketing Success
If you've spent any time in Asia, you've probably noticed that collectivist culture is a big deal here. That's especially true in Thailand, where the importance of community, family, and friends is deeply ingrained in society. Thais value their relationships and invest time in building long-term connections with those around them.
This collectivist culture is reflected not only in social norms and regulations but also in marketing campaigns. If you've watched any Thai commercials, you'll have noticed that many of them feature a group of people acting as friends, neighbors, or family members. This concept works particularly well for products like beauty, food, and insurance, where a sense of togetherness and trust is key.
By tapping into collectivist culture, Thai marketers can create ads that resonate with viewers on a deeper level. Instead of focusing solely on the product, these ads emphasize the relationships between people and highlight the ways in which the product can bring them closer together. It's a powerful marketing strategy that plays to the strengths of Thailand's unique culture.
4. Gray is the New Gold
Leveraging Senior Influencers in Thai Marketing
When you think of social media influencers, you probably picture a young millennial or Gen Z'er with a huge following. But did you know that elderly influencers are now making waves on social media too? That's right - seniors are using social media as a platform to share their daily activities and opinions, and people are loving it.
In China, there's a group of elderly influencers called "Fashion Grandmas" who share fashion content and spread positive messages about aging. And in Thailand, the trend of silver content creators is taking off. With more senior citizens in Thailand than ever before, brands are starting to work with senior influencers to tap into this growing market.
But here's the best part - this trend isn't just popular among older people. Younger generations are also loving the unique and entertaining content that silver-haired influencers are creating. From TikTok dance challenges to daily vlogs and cooking channels, there's something for everyone. So, don't be surprised if you start seeing more and more elderly influencers on your social media feeds - they're here to stay!
5. From Sharing to Earning
The Rise of Affiliate Marketing in Thailand
Affiliate marketing is taking the marketing world by storm, and for good reason. It's a cost-effective and trackable way to promote your brand online. Basically, it involves partnering with someone who has credibility and influence over your target audience, like a micro-influencer, product reviewer, or KOL.
In Thailand, affiliate marketing is particularly popular because it's a great way to acquire new customers and leads. Brands often use promo codes or referral coupons as part of their affiliate marketing strategy. You can find these codes in the bio or description box of a creator's YouTube videos or on their social media pages.
The beauty of affiliate marketing is that it leverages the relationship between opinion leaders and their followers. By partnering with someone who already has a connection with your target market, you can reach new audiences and drive more sales. It's a win-win situation for everyone involved!
6. Leaders of Influence
How Executive Influencers Are Reshaping Thai Marketing
If you want to make an impact in the Thai market, you need to pay attention to the next big marketing trend: executive influencers. These are industry experts, business professionals, and entrepreneurs who have a strong impact on shaping Thai consumers' perception of brands.
Take Jirayut Srupsrisopa, for example. He's the founder and CEO of Bitkub Capital Group Holdings (BCGH) and an expert in the cryptocurrency and fintech industry. As a speaker at various events, he's gained the trust and respect of Thais who are interested in the same field. Then there's Srettha Thavisin, the CEO of real estate developer Sansiri, who regularly shares professional insights on her account.
These authoritative figures can play a huge role in promoting your brand and building trust among consumers. Their expertise and influence in a particular field can make them incredibly powerful advocates for your brand. By partnering with executive influencers, you can tap into their networks and use their authority to reach new audiences and drive sales. So, if you're looking to make a big impact in the Thai market, executive influencers should be on your radar.
7. Visual Storytelling
The Dominance of Video Content in Thai Marketing
The COVID-19 pandemic has caused a major shift in consumer behavior in Thailand. With people spending more time at home than ever before, there's been a huge surge in the popularity of Over-the-Top TV (OTT TV). Video streaming services like Netflix, iFlix, and YouTube have become essential sources of entertainment, pushing Thai media companies to adapt in order to stay relevant.
For marketers, this means that video content marketing is more important than ever. Consumers are more engaged with video content than static promotional banners, and video marketing works well across a variety of platforms. Whether you're creating a social media ad, a promotional video for your website, or a YouTube series, video content is the key to leading the traffic and reaching your target audience.
So, if you want to stay ahead of the game in Thailand's ever-changing market, be sure to prioritize video content in your advertising campaigns. With more people than ever consuming video content online, there's no better time to start creating engaging and compelling videos that will capture your audience's attention.
Conclusion
Thailand offers great value as an international market, with its robust economy and massive population. However, this also means one brand must compete with thousands of others. Marketers in Thailand already know how to navigate this stream, creating dynamic and unique advertisements of their own. But, for a new brand entering this market, making an entrance can be a problem.
In this article, we listed the up and coming marketing trends in Thailand that you have to watch out for. The list includes variations of influencer marketing, video content marketing, as well as Thai collectivist and humor culture. We hope this list has given you insight on how to go on about your next campaign.
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