Every few years, we hit a tipping point in digital marketing—a moment when what worked before starts to feel outdated, and new strategies become non-negotiable for success. In 2025, digital marketing trends in Thailand will hit one of those moments. Whether you’re running a small business or managing a multinational marketing team, staying ahead of these trends will separate the leaders from those playing catch-up.
Thailand’s digital scene is a fascinating mix of innovation and rapid adoption. With over 55 million internet users, 96% of whom are active on social media, Thai consumers aren’t just keeping up—they’re leading the charge when it comes to mobile-first experiences, social commerce, and demand for hyper-personalized content. Furthermore, Thailand’s push toward Thailand 4.0 is accelerating the integration of technology, creating a landscape primed for disruption and opportunity.
But here’s the thing: what works for digital marketing in Bangkok isn’t the same as what works in Seattle or Sydney. The platforms, behaviors, and even cultural nuances are unique. For example, did you know that LINE, a messaging app that barely registers in the West, is a dominant marketing tool in Thailand? Or that live streaming has become a preferred way for Thai consumers to shop, discover brands, and engage with influencers? These dynamics make it essential to adapt strategies specifically for the Thai market.
This article isn’t just another list of trends. It’s a practical playbook designed for marketers who want to excel by embracing digital marketing trends in Thailand in 2025. We’ll dive into how AI is reshaping personalization, why video content dominates attention spans, and the strategies behind social commerce success. Let’s break it down, trend by trend, so you can plan ahead and make 2025 your most impactful year yet.
1. The Evolving Digital Marketing Landscape in Thailand
Before diving into the key trends shaping the future, it’s crucial to take a step back and understand the current digital marketing trends in Thailand. Knowing the “why” behind these shifts is just as important as understanding “what” they are. After all, context sets the stage for meaningful strategies.
Thailand’s Digital Growth: A Mobile-First Nation on the Rise
Thailand isn’t just mobile-first—it’s mobile-dominated. With over 55 million internet users and a smartphone penetration rate surpassing 85%, the majority of consumer interactions start and often end on a mobile device. From streaming videos to online shopping, Thai consumers rely on their phones for nearly every aspect of their digital lives.
And the numbers speak volumes. Thai users spend an average of 8+ hours online every day, with platforms like Facebook, YouTube, TikTok, Instagram, and LINE consistently occupying their attention. If your marketing strategy isn’t fully optimized for these spaces, you’re already a step behind. Mobile-first experiences aren’t a luxury—they’re a necessity.
Cultural Nuances That Shape Digital Behavior
This is where Thailand’s unique charm comes into play. Thai culture emphasizes community, relationships, and trust, and this translates directly into online behavior. Social proof, influencer endorsements, and peer recommendations carry immense weight in influencing buying decisions.
For instance, a TikTok video by a well-loved influencer can generate more conversions than a traditional polished ad campaign. It’s not just about flashy production—it’s about building trust and relatability.
Live streaming e-commerce is another phenomenon unique to Thailand’s digital ecosystem. Platforms like Lazada Live and Facebook Live have transformed the way people shop online. Live streams aren’t just a form of entertainment—they’ve become virtual marketplaces where consumers can interact with sellers, ask questions, and make purchases in real-time. This aligns perfectly with Thai consumers’ preference for personal, trust-based shopping experiences.
The Role of Thailand 4.0 in Digital Marketing
Now, let’s talk innovation. Thailand 4.0, the government’s ambitious initiative to create a digitally driven economy, is supercharging the adoption of technologies like artificial intelligence (AI), big data, and automation. While this may sound like something reserved for large corporations, it’s filtering down to smaller players, too.
Small and medium-sized businesses (SMEs) are leveraging tools like AI-powered chatbots on LINE, automated email campaigns, and data analytics to compete in a crowded digital landscape. In essence, Thailand 4.0 isn’t just about tech for tech’s sake—it’s about leveling the playing field and making advanced digital tools accessible to everyone.
Why This Matters for Marketers
As we move into 2025, it’s clear that the digital marketing trends in Thailand are built on a foundation of rapid growth, cultural uniqueness, and technological innovation. But understanding the landscape is only half the battle. The real challenge lies in adapting your strategies to align with these changes.
So, how do you stay ahead? That’s where the upcoming trends come into play. By embracing AI, tapping into the power of video marketing, and leveraging social commerce, you can position your brand to not only survive but thrive in Thailand’s dynamic digital ecosystem. Let’s explore these trends, one by one, and build a roadmap for success.
2. Top Digital Marketing Trends for 2025 in Thailand
As digital behaviors and technologies evolve, certain trends are emerging as game-changers in Thailand. Here’s a deep dive into the most impactful trends for 2025 and how marketers can use them to stay ahead.
2.1. AI-Powered Personalization
It’s no secret: consumers are bombarded with content. Thai audiences, just like the rest of the world, want marketing that feels tailored to them—not a generic blast. Enter AI-powered personalization, which has shifted from being a “nice-to-have” to an essential tool in the marketer’s playbook.
Why AI is Reshaping Marketing in Thailand
Artificial intelligence allows businesses to analyze vast amounts of customer data and deliver personalized experiences at scale. Think of it as having a marketing assistant who knows every customer’s preferences, from the products they browse to the times they’re most likely to engage.
In Thailand, where LINE remains a cornerstone of communication, AI is powering chatbots that engage customers in real-time, answering questions, suggesting products, and even processing orders. Platforms like Facebook Ads and Google Ads are leveraging AI to predict which ad formats work best for Thai audiences based on location, behavior, and even cultural trends.
Example Applications in Thai Marketing
- Personalized E-Commerce Experiences:
Retailers like Central Group use AI to recommend products based on browsing history and preferences, delivering curated shopping experiences that drive higher conversions. - Localized Ad Campaigns:
AI tools can analyze regional dialects and slang to help brands localize ads for specific Thai provinces. For example, ads in the North may emphasize traditional Lanna culture, while those in Bangkok focus on urban lifestyles.
How to Stay Ahead
To embrace AI in 2025, marketers in Thailand need to:
- Leverage tools like ChatGPT, HubSpot AI, or LINE AI Assistant for automated, yet personalized customer engagement.
- Use platforms like Dynamic Yield to implement product recommendations tailored to individual customer preferences.
- Focus on data collection and analysis (always following local privacy laws) to better understand Thai consumer behavior.
In 2025, it won’t just be about using AI—it’ll be about using it well. The brands that get this right will see improved customer loyalty, increased engagement, and more efficient campaigns.
2.2. The Rise of Video Marketing and Live Streaming
Video content isn’t just growing—it’s dominating. In Thailand, short-form videos and live streams have become some of the most effective tools for grabbing attention and driving action. Whether it’s a TikTok trend, a YouTube campaign, or a Facebook Live shopping event, video content connects with Thai audiences on a deeper level.
Why Video is So Effective in Thailand
Thai consumers are visual by nature, and video provides the perfect medium to engage their senses. In fact, reports show that over 70% of Thai internet users watch online videos daily, with TikTok seeing some of the highest engagement rates globally. Live streaming takes this a step further, allowing brands to interact with audiences in real time—a format that resonates deeply with Thailand’s relationship-focused culture.
Key Platforms and Strategies
- TikTok and YouTube Shorts:
Short, creative, and shareable content is dominating attention spans. Brands like KFC Thailand and Shopee are already running viral TikTok campaigns that not only entertain but also drive product sales. - Live Commerce on Lazada and Facebook:
Live shopping events have transformed e-commerce into a social experience. Sellers interact with customers in real time, answer questions, and build trust—all while showcasing their products. - Localized Video Content:
Thai consumers value cultural relevance. Videos that incorporate Thai humor, traditions, or language nuances tend to perform better. Adding Thai subtitles is another must to ensure accessibility.
Pro Tip for Marketers
To succeed with video in 2025, brands need to:
- Focus on storytelling. Thai consumers love narratives that evoke emotion, whether it’s laughter, nostalgia, or inspiration.
- Prioritize mobile-friendly formats since most video content is consumed on smartphones.
- Experiment with interactive features like polls or Q&A during live streams to boost engagement.
Video marketing in Thailand is no longer a trend—it’s the standard. If you’re not investing in it yet, you’re falling behind.
2.3. Social Commerce Dominance
Social commerce is where Thailand is truly leading the pack. The blending of social media and e-commerce isn’t just a trend here—it’s a way of life. In 2025, this phenomenon will grow even stronger, with platforms like LINE Shopping, Instagram, and Facebook Shops becoming key revenue drivers for businesses.
Why Social Commerce Works in Thailand
Thai consumers don’t just want to buy—they want to discover, connect, and build trust before making a purchase. Social commerce satisfies all of these needs by offering a seamless shopping experience that starts with a product recommendation from a friend or influencer and ends with a purchase, often without ever leaving the app.
Key Trends to Watch
- LINE as a Social Commerce Powerhouse:
LINE Shopping allows brands to create mini-stores directly within the LINE app, making it easy for users to browse and shop while chatting with friends. - Influencer-Driven Sales:
Thai influencers, from mega-stars to micro-creators, play a huge role in driving social commerce. Their ability to build trust and connect with their followers makes them invaluable for product promotions. - Interactive Shopping Features:
Features like shoppable tags on Instagram and live shopping on Facebook are creating frictionless paths to purchase, blending entertainment with e-commerce.
How Brands Can Leverage Social Commerce
- Partner with Thai influencers who have an authentic connection to your target audience.
- Invest in LINE Official Accounts to build direct relationships with customers while enabling seamless purchases.
- Use social proof (e.g., reviews, testimonials, and user-generated content) to establish credibility and drive conversions.
By 2025, the businesses that thrive in Thailand will be the ones that understand social commerce isn’t just an add-on—it’s a core pillar of their digital strategy.
2.4. Voice Search Optimization for Thai Language
Voice search isn’t the future—it’s already here. With the rise of smart speakers, voice-enabled devices, and mobile voice assistants like Google Assistant, Siri, and Alexa, voice search is transforming how people search online. In Thailand, this shift is even more pronounced due to the widespread adoption of mobile devices and the Thai preference for conversational interactions.
Why Voice Search is a Big Deal in Thailand
Unlike text-based queries, voice searches are naturally more conversational and localized. For instance, instead of typing “restaurants in Chiang Mai,” a Thai user might ask, “ร้านอาหารใกล้ฉันในเชียงใหม่ที่อร่อยที่สุด” (What’s the best nearby restaurant in Chiang Mai?). Marketers who optimize their content for voice search are better positioned to capture these intent-driven queries.
Moreover, Thai is a tonal language with complex nuances, which presents unique challenges for voice recognition software. Thankfully, platforms like Google and Apple have made significant strides in understanding Thai-specific accents, dialects, and tones, opening up new opportunities for marketers.
Industries Leading the Voice Search Wave
- Hospitality and Tourism:
Travelers frequently use voice search to find hotels, attractions, and restaurants in real-time. Optimizing content for queries like “Where is the best resort in Phuket?” can drive significant traffic to hospitality websites. - Retail and E-Commerce:
With the rise of shopping via voice assistants, businesses must adapt product descriptions and FAQ pages to answer common spoken questions. For example: “What’s the best skincare brand in Thailand?” - Healthcare Services:
Many Thai users search for local clinics, hospitals, or pharmacies using voice queries, often phrased as questions like, “โรงพยาบาลที่ดีที่สุดในกรุงเทพฯอยู่ที่ไหน?” (Where is the best hospital in Bangkok?).
How to Optimize for Voice Search in Thailand
- Focus on Conversational Keywords: Incorporate long-tail phrases that mimic how people naturally speak, especially in Thai.
- Leverage FAQs and Structured Data: Create FAQ pages to answer common questions in a natural, conversational tone. Use schema markup to improve visibility in voice search results.
- Optimize for Local SEO: Since many voice searches are location-based, ensure your business information (address, phone number, operating hours) is up-to-date on Google My Business and other local directories.
Voice search optimization in 2025 isn’t just about appearing in search results—it’s about providing the answers people are asking in real time. Thai businesses that adapt to this trend will reap the benefits of higher visibility and increased customer trust.
2.5. Sustainable Marketing and Thai Consumer Values
Sustainability is no longer just a buzzword—it’s becoming a core expectation for Thai consumers, especially among younger generations. In 2025, brands that align with eco-conscious values will find themselves gaining favor in Thailand’s competitive market.
Why Sustainability Matters in Thailand
Thailand has faced significant environmental challenges, from plastic waste in its oceans to rising air pollution in cities like Bangkok and Chiang Mai. These issues have heightened awareness among Thai consumers, who increasingly prefer brands that demonstrate environmental responsibility.
In fact, studies show that Thai millennials and Gen Z are willing to pay a premium for products and services that align with their eco-conscious values. For marketers, this means integrating sustainability into campaigns isn’t just a “nice-to-have”—it’s a must-have for long-term success.
How Thai Brands Are Embracing Sustainability
- Eco-Friendly Packaging:
Local companies like CP Foods and PTT’s Cafe Amazon are reducing plastic waste by switching to biodegradable and reusable packaging. - Green Campaigns:
Thai companies that tie marketing campaigns to environmental causes (e.g., tree-planting initiatives or beach cleanups) are seeing increased engagement and brand loyalty. - Transparency and Storytelling:
Consumers in Thailand value honesty. Brands that communicate their sustainability efforts through authentic storytelling—whether via social media or video content—stand out from competitors.
Marketing Strategies for Sustainability
- Highlight your eco-friendly practices in ad campaigns, from sourcing materials sustainably to reducing carbon footprints.
- Collaborate with local Thai influencers who are passionate about environmental causes to amplify your message.
- Use storytelling to connect your brand’s mission with the values of Thai consumers—emphasizing community impact and responsibility.
In 2025, brands that prioritize sustainability and align with Thai cultural values will not only boost their reputation but also build stronger connections with an increasingly eco-conscious audience.
Want to dive deeper into winning strategies? Check out our article Effective Digital Marketing for Brands: Strategies and Examples
3. Tips to Stay Ahead of Digital Marketing Trends in Thailand
With these trends shaping the digital marketing landscape in Thailand, staying ahead requires more than just awareness—it requires action. Here’s how you can make the most of these trends:
- Adopt a Data-Driven Approach:
Invest in tools that help analyze consumer behavior in real-time. Platforms like Google Analytics 4 (GA4), LINE analytics, and social listening tools can provide insights specific to Thai audiences. - Stay Culturally Relevant:
Understand the cultural nuances of Thailand’s diverse regions. Tailor your campaigns to reflect local dialects, traditions, and preferences to resonate with your target audience. - Experiment and Adapt:
Whether it’s trying out new AI tools, testing live streaming formats, or building voice-optimized content, don’t be afraid to experiment. Monitor your metrics and refine your strategy based on what works. - Partner with Local Influencers:
Influencers remain a powerful tool for building trust. Choose those who align with your brand values and can authentically connect with their Thai followers. - Invest in Sustainability:
Thai consumers are increasingly drawn to brands that take responsibility for their impact on the planet. Make sustainability a part of your brand story and marketing campaigns.
By embracing these practices, your brand will be better positioned to not only navigate the evolving digital landscape but also thrive in Thailand’s dynamic and competitive market.
4. Case Studies of Successful Campaigns in Thailand
Theory is great, but there’s nothing quite like real-world examples to bring these trends to life. Let’s take a closer look at how brands and businesses have successfully embraced digital marketing trends in Thailand, adapted to consumer behavior, and achieved impressive results.
4.1. Shopee Thailand: Leveraging Live Streaming and Social Commerce
The Strategy:
Shopee, one of Thailand’s leading e-commerce platforms, has seamlessly integrated live streaming into its platform to drive engagement and sales. Through Shopee Live, the company taps into Thailand’s obsession with interactive shopping experiences. By partnering with local influencers, brands, and even micro-sellers, Shopee has created an ecosystem where entertainment meets commerce.
What Made It Work:
- Engaging Content: Live streams often feature games, giveaways, and exclusive product discounts, creating a sense of urgency and excitement.
- Localized Campaigns: Shopee tailors its live streams to Thai cultural trends, such as launching promotions during festivals like Songkran and Loy Krathong.
- Social Proof: The platform incorporates customer reviews, influencer endorsements, and real-time Q&A during streams to build trust.
The Results:
Shopee has reported a massive increase in in-app engagement during live-streaming events, with certain campaigns generating millions of views and driving up sales by double-digit percentages.
4.2. KFC Thailand: Winning on TikTok with Creative Short-Form Video
The Strategy:
In an effort to target younger audiences, KFC Thailand turned to TikTok. The brand created a series of humorous, snackable videos featuring catchy Thai phrases and quirky storytelling, aligning perfectly with TikTok’s playful vibe.
What Made It Work:
- Relatable Humor: KFC localized its humor, using popular Thai slang and scenarios that resonate deeply with Gen Z and millennials.
- User-Generated Content (UGC): The brand encouraged TikTok users to create their own videos using branded hashtags like #KFCThaiChallenge, which quickly gained traction.
- Timely Trends: By jumping on viral TikTok trends and remixing them with their branding, KFC managed to stay relevant and visible.
The Results:
The campaign not only increased brand awareness but also led to a spike in online orders, with TikTok becoming a significant traffic driver for their delivery platform.
4.3. LINE Official Account: SME Success with AI-Powered Customer Engagement
The Strategy:
LINE Official Accounts have become an indispensable tool for small and medium-sized enterprises (SMEs) in Thailand. One standout example is a local bakery in Bangkok that used LINE’s AI-powered chatbot to handle customer inquiries, take orders, and send delivery updates.
What Made It Work:
- Personalization: The chatbot greeted customers by name, remembered their past orders, and even suggested new products based on previous purchases.
- Automation: By automating routine tasks, the bakery was able to handle higher order volumes without needing additional staff.
- Promotions: Exclusive deals were sent via LINE messages, encouraging repeat purchases and loyalty.
The Results:
Within six months, the bakery saw a 40% increase in repeat customers and a significant boost in operational efficiency, all thanks to LINE’s AI-powered tools.
4.4. Tourism Authority of Thailand (TAT): Inspiring Wanderlust with Video Content
The Strategy:
As travel restrictions began to ease, TAT launched a series of emotionally driven video campaigns to reignite domestic and international travel interest. These videos showcased Thailand’s rich culture, scenic landscapes, and hospitality, while emphasizing safety measures for travelers.
What Made It Work:
- Storytelling: The campaign didn’t just sell destinations—it told stories of people and communities, making viewers feel an emotional connection to Thailand.
- High-Quality Production: Stunning visuals and cinematic storytelling elevated the campaign to global standards.
- Localized Outreach: TAT created tailored content for both Thai audiences and international tourists, using subtitles and regional-specific messaging.
The Results:
The campaign went viral on platforms like YouTube and Facebook, driving millions of views and significantly boosting travel inquiries and bookings, particularly from domestic travelers.
7. Digital Marketing Trends in Thailand: Your 2025 Strategy
The digital marketing landscape in Thailand is evolving faster than ever, and 2025 is shaping up to be a pivotal year. From AI-powered personalization to the rise of video marketing, social commerce, and voice search optimization, these trends represent opportunities for brands to connect with Thai audiences in meaningful ways.
The success stories of Shopee, KFC, and local SMEs demonstrate that the brands that thrive in Thailand are the ones that embrace innovation, adapt to local cultural nuances, and deliver personalized, engaging experiences. Whether it’s using TikTok to target younger demographics or leveraging LINE Official Accounts for seamless customer interactions, the strategies are as diverse as the audiences they aim to reach.
As you look ahead, remember this: staying relevant means staying curious. Digital marketing isn’t static—it’s a constantly moving target. By staying informed, experimenting with new tools, and putting the needs of Thai consumers first, your business can not only survive but thrive in 2025 and beyond.
Ready to elevate your digital marketing game in Thailand? Let our experts at Inspira Digital Agency help you stay ahead of the trends and craft strategies that drive real results. Contact us today to grow your business in 2025 and beyond!
In 2025, major digital marketing trends in Thailand include AI-powered personalization, influencer marketing growth, short-form video dominance, voice search optimization, and first-party data strategies due to privacy regulations. Brands will also focus on localized content and omnichannel engagement.
AI is revolutionizing digital marketing in Thailand by automating content creation, optimizing ad targeting, enhancing customer interactions via chatbots, and improving predictive analytics. Businesses using AI-driven insights can personalize campaigns for better engagement and higher ROI.
Yes, influencer marketing remains powerful in 2025, especially with micro and nano influencers who have higher engagement rates. Thai consumers trust recommendations from influencers, making this a key strategy for brands targeting local audiences.
With increasing smartphone and AI assistant usage, optimizing for voice search is essential. Brands should focus on conversational keywords, question-based content, and structured data to improve their rankings in voice search results.
The most effective strategies include localized SEO, AI-driven paid ads, influencer collaborations, interactive content, and WhatsApp marketing. Leveraging LINE and Facebook Messenger for direct engagement is also crucial in Thailand’s digital ecosystem.
