In 2025, Thailand’s digital landscape is becoming more dynamic and influential than ever. Consumers are increasingly relying on trusted voices online for recommendations, insights, and entertainment. For brands to truly stand out, conventional marketing just isn’t enough.
In this guide, YSIS PR will walk you through the essentials of influence and KOL marketing in Thailand, from choosing the right partners to leveraging key platforms like Instagram and TikTok for maximum impact.
Influencer vs. KOL in Thailand: What’s the Difference?
While the terms “influencer” and “KOL” (Key Opinion Leader) are often used interchangeably in global marketing, in Thailand, they often carry distinct meanings and application. Both influencers and KOL play powerful roles in shaping consumer behavior. Therefore, understanding this difference is crucial for effective campaign planning. At YSIS PR, we help brands navigate this nuance to make smarter, more strategic partnerships that drive results.
Influencers: Broad Reach, Visual Content, Social-First
Influencers are typically content creators who have gained significant followers across various social media platforms due to their personality, lifestyle, or creative entertainment contents. In Thailand, they are key players for cultivating brand awareness, especially when launching new products or services, and ideal for product endorsement and influencer partnerships.
KOLs: Authority, Expertise, and Trust
Despite not having millions of followers as Influencers, KOLs are highly respected in their niche. Think of doctors, tech reviewers, chefs, or well-known entrepreneurs. Their influence stems from their profound credibility and influence over purchasing decisions, making them ideal for Media Relations and press conferences, in sectors where trust matters more than aesthetic.
At YSIS PR, we combine both influencer and KOL influence to deliver layered campaigns which attract attention, build trust, and convert.
Choosing the Right Platform for Your Audience
The success of any influencer marketing campaign depends on choosing the right platforms. Each channel plays a distinct role in how Thai audiences discover, engage with, and buy from brands. As a top digital marketing agency in Thailand, YSIS PR helps match the right influencers with the right platforms, ensuring content reaches where it matters most.
Still the preferred platform for lifestyle, fashion, travel and beauty, Instagram marketing is ideal for visuals, product tags, and engaging stories. Thai consumers follow influencers not just for inspiration, but also for brand discovery, product reviews, and shopping advice.
TikTok
With more than 40 million active users in Thailand (as of 2025), TikTok is the best platform to reach younger audiences. When it comes to TikTok marketing, brands should focus on humor, trends, and challenges that encourage audience engagement. The platform also rewards authenticity and creativity, Thai TikTokers tend to use the mix of humor, slangs, trending audio, and raw storytelling in their content, making it perfect for relatability and shareability.
Despite global shifts, Facebook remains as a dominating platform in Thailand especially for users aged 25 to 45. It’s a key platform for community engagement, product discovery and commerce, with influencers generating active audiences across Pages and Groups. YSIS also runs targeted Facebook ad campaigns that drive real results, whether it’s promoting local events, partnering with KOLs, or boosting video content and running live sessions. Facebook continues to deliver strong results, especially when combined with SEM and paid ad enhancements.
Line
LINE is one of Thailand’s most trusted and widely used platforms, making it a valuable tool for KOL marketing and direct online audience engagement. Influencers leverage Line voom, group chats, and official accounts to share content, promote and event invites. It’s effective for driving sales during product launches or supporting on-ground events. LINE helps build deeper brand connections and improves conversion rates through direct engagement.
YouTube
YouTube remains a trusted platform for Thais audience looking for in-depth reviews, tutorials, and expert insights. Thai KOLs on YouTube often serve as educators rather than entertainers, making it ideal for high-value products or services.
What makes Thai Audiences Click: Cultural Insights for Influencer Marketing
Brands need to understand Thailand’s unique cultural factors and digital behavior in order to launch successful high-impact campaigns.
Language & Slangs
Thai audiences value content which is in their native language. Using slangs and regional dialects makes the message more genuine. When planning a content strategy, think about collaborating with content creators who truly connect with their audience, both linguistically and culturally.
Soft Selling Over Hard Selling
Thai consumers tend to ignore content that uses aggressive sales tactics. Instead, Thais engage with influences who make recommendations of products, rather than trying to sell them. This strategy is particularly effective when combining influencer marketing with SEO services or SEM managements.
Relatability over Perfection
In 2025, consumers like TikTok and Instagram. In order to increase brand awareness, brands should encourage influencers to talk about real product experience, and focus on being transparent, not just scripted brand reps. Authentic storytelling builds trust and drives stronger engagement with consumers, especially with KOLs whose credibility depends on their neutrality.
Ready to Win with Influencer & Kol Marketing in Thailand?
Partner with YSIS Asia Group, the trusted digital marketing agency that delivers end-to-end solutions, from lead generation services to influencer/ KOL marketing in Thailand.
As a digital marketing agency in Thailand, YSIS ASIA Group ensures every influencer campaign is built on authentic storytelling, from the tone of the content to platform behavior.
Read more about our service in Thailand at https://ysisasiagroup.com/about-our-marketing-agency/. If you’d like a free 30-minute complimentary marketing consultation, please reach out to natt@ysisasiagroup.com.
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