Influencer Trends in Thailand 2026

Source: Consumer Survey conducted by Trends Digital in Thailand, January 2026

Influencer marketing in Thailand is becoming a more strategic part of brand growth, especially as consumers spend more time online, use multiple social platforms daily, and rely on digital content before making purchase decisions.

Based on Trends Digital’s January 2026 survey of 100 Thai consumers aged 21–50, influencer marketing is no longer just a visibility tactic. For businesses, it is now an important channel for awareness, trust-building, product education, and social commerce conversion.

Here are the 6 influencer trends businesses should watch in 2026 based on our research:

1. F&B and Beauty Remain the Strongest Influencer Categories

• Food & Beverage Leads: F&B ranks highest at 25%, showing that influencer content works well for everyday products, taste-led experiences, and impulse-driven categories.

• Beauty Remains Highly Competitive: Beauty follows at 21%, supported by tutorials, reviews, routines, and before-after content.

• Lifestyle Expands Brand Relevance: Lifestyle ranks at 18%, making it useful for brands that want to connect products with identity, routines, and aspirations.

2. Influencer Marketing Is Becoming a Business Growth Channel

• Beyond Awareness: Influencers are no longer used only to generate reach. They now support consideration, trust, product understanding, and purchase intent.

• Product Demonstration Matters: Creator content helps businesses show how products work, look, taste, or fit into consumers’ daily lives.

• Crowded Markets Need Visibility: In competitive sectors, influencer marketing helps brands stay visible and relevant in consumers’ feeds.

3. Influencer Content Is Moving Closer to E-Commerce

• Online Shopping Is Growing: 75% of respondents said their online shopping activity increased compared to 2024.

• TikTok Shop Is Rising: TikTok Shop is used most by 21% of respondents, ahead of Lazada at 16%, showing the growing link between content and commerce.

• Creators Can Support Conversion: 36% of respondents said influencer recommendations motivate them to buy products online.

4. Trust and Proof Still Drive Purchase Decisions

• Promotions Capture Attention: Discounts and promotions motivate 92% of respondents to buy online.

• Reviews Build Confidence: Reviews and ratings influence 64%, showing that consumers still need proof before purchasing.

• Influencer Content Needs Credibility: Businesses should combine creator content with clear product benefits, reviews, ratings, and strong offers.

What This Means for Businesses in 2026

• Treat influencer marketing as a full-funnel channel, not just a reach tactic.

• Prioritise high-impact categories such as F&B, Beauty, and Lifestyle where creator content is especially visible.

• Choose platforms based on objectives: TikTok for discovery, Facebook for reach and information, YouTube for education and trust.

• Connect influencer campaigns to e-commerce, especially TikTok Shop, Shopee, and Lazada.

• Measure beyond likes and views, including engagement quality, traffic, product interest, conversion, and sales impact.

In 2026, influencer marketing in Thailand is not just about choosing popular creators. For businesses, the real opportunity lies in using influencers strategically to build visibility, trust, and measurable commercial outcomes.