It is undeniable that in the digital era, “influencers” are no longer simply ordinary social media users. They have evolved into a full-fledged “profession” that plays a significant role in driving Thailand’s economy.

Recently, a news report by Thai PBS revealed interesting figures on the rapid growth of Thailand’s influencer market — key insights that both businesses and those interested in entering the industry should not miss.

A Fast-Growing Market Surpassing Ten Billion Baht According to the report, Thailand’s influencer market was valued at 10 billion baht in 2024 and is expected to grow by more than 25%, reaching 12.5 billion baht in 2025. Today, over 3 million Thais have turned influencer work into a profession, accounting for around 5% of the country’s population. Among them, the most promising and fastest-growing segments are Nano and Micro Influencers.

Brands Allocate 30% of Their Budgets to Reach Audiences Through Creator From SMEs to large corporations, businesses are increasingly prioritizing influencer marketing as a key strategy to reach online audiences. Around 30% of advertising budgets are now being allocated specifically to influencers, as modern consumers tend to “trust” reviews from real users more than traditional advertising.

The most popular content categories include lifestyle, beauty, fashion, food, and electronics.

A Career Open to Everyone One powerful example that proves this space is open to anyone with passion and determination is the story of Phawin, a 24-year-old fashion influencer living with physical limitations caused by brittle bone disease. Despite these challenges, he has turned his personal passion into a strong online identity, earning from thousands to tens of thousands of baht per piece of content. He has also used his platform as a meaningful voice to drive social awareness and positive change.

Challenges That Come with Rapid Growth However, this rapid growth also brings new challenges, particularly in terms of “content quality.” In many cases, inappropriate content is still created purely to generate views. As a result, the private sector has begun calling on the government to play a greater role in policy development to help raise professional standards in the influencer industry.

In addition, there is also a structural challenge within Thailand’s digital economy. Around 20–30% of revenue generated through influencer-driven sales continues to flow out to foreign platforms — a major issue that Thailand must find ways to address.

Watch the full Thai PBS news report for more in-depth insights here: