IdeasLabs Reveals H1 Insights: Thailand’s Influencer Marketing Enters the Era of “New Standards” Where Clear Business Results Outweigh Hype and Likes Access to Data – Platform – Planning has become the advantage for brands in the Digital Sales era.

In the first half of the year, sales through campaigns powered by Publisher Services and KOLs grew by an average of nearly 46%, with some months seeing growth of almost 70%. The top three booming influencer groups, generating more than 60% of total revenue, were:

1. Food & Beverage
2. Retail & Lifestyle
3. Beauty & Wellness

Looking ahead, the second half of the year is expected to see fierce competition in Influencer Marketing during the High Season, with F&B brands projected to remain the leading category. Brands that start activating from Q3 are forecasted to achieve stronger sales momentum.

Mr. Tanadol Pitayanuwat, Executive Director and Co-founder of IdeasLabs Co., Ltd., a Thai MarTech solution provider, stated that in the first half of 2025, the Thai Influencer Marketing market has continued its steady growth, especially among brands leveraging Publisher Services. This model integrates systematic strategy with measurable outcomes, redefining KOL campaigns from one-off hires into a new marketing infrastructure” that connects data, strategy, and technology.

This reflects a structural shift in Thai marketing, where KOLs are no longer just tools but are becoming the infrastructure for business growth.

At the heart of success lies the formula: Data + Platform + Planning = Competitive Advantage in a market where 91.2% of the population are internet users and there are over 51 million social media accounts. Thus, data-driven influencer strategies with measurable impact are emerging as the “new standard” for businesses seeking clear outcomes beyond hype and likes.

According to IdeasLabs, a leading Thai MarTech ecosystem developer, more than 400 “Close Won” campaigns were executed in the first six months of 2025, with market value showing significant growth compared to the same period in 2024. Sales figures consistently increased month by month, underscoring the strength of the model. Compared with H1 2024, sales via Publisher Services and KOL campaigns grew by an average of 46%, with some months exceeding 70% growth – a remarkable acceleration for the industry.

Campaign packages varied widely, from 20,000 THB to 500,000 THB per campaign, with an average deal size of around 100,000 THB. This highlights the adaptability of Publisher Services and KOL marketing for both large brands seeking clear results and mid-sized brands focused on cost efficiency and measurable returns.

Three standout categories accounted for 62.48% of Publisher Services revenue in H1 2025:
Food & Beverage (30.47%)
Retail & Lifestyle (19.84%)
Beauty & Wellness (12.17%)

“The winning strategy in today’s Influencer Marketing is combining technology with measurable content. That is the true key to success and reflects a new trend in digital marketing—where results are no longer judged by follower counts or view numbers alone, but by the ability to drive consumer behavior effectively,” said Mr. Tanadol.

IdeasLabs is doubling down on leadership in the F&B, Retail, and Beauty sectors by intensifying campaigns toward year-end, especially during festive High Season periods. The company encourages brands to start planning influencer strategies in Q3 to gain an edge in cost management, sales growth, and converting engagement into measurable conversions.

For the second half of 2025, the High Season of performance-driven influencer campaigns, F&B and Beauty brands are expected to continue investing heavily, particularly in Q3 and Q4.

One clear insight from the H1 data: brands that plan ahead demonstrate far higher efficiency in KOL utilization. Systems with measurable tracking (such as Line OA APIs and conversion tracking systems) are crucial in expanding publisher networks that understand Thai consumer behavior, enabling them to go beyond simple media placement.

“Overall, the F&B sector remains the strongest, with more than 100 successful campaign deals. The highlight lies in using KOLs to trigger ‘instant purchase’ behaviors across both delivery and walk-in channels. Meanwhile, Retail & Lifestyle thrives on authentic, relatable content that resonates with Gen Z and young professionals, while Beauty & Wellness continues to emphasize authentic experience-based reviews to build genuine credibility,” Mr. Tanadol concluded.