Introduction
Thailand’s digital landscape is one of the most dynamic in Southeast Asia, with 56.8 million social media users and an average daily usage of 2.31 hours. For businesses in Bangkok and Pattaya especially in tourism, hospitality, real estate, and restaurants leveraging the right platforms is crucial. This guide covers:
1. The most effective social media platforms in Thailand
2. Understanding Edge Rank and how it affects organic vs. paid posts
3. Best platforms for travel, restaurants, and real estate
4. The influence of social media personalities on expats vs. Thai audiences
5. B2B influencer marketing and its role in brand awareness
1. Most Effective Social Media Platforms in Thailand
Facebook: The All-rounder
Dominant in Thailand, with 13 million users in Bangkok alone (3rdlargest city for Facebook ad reach).
Used for community groups, marketplace sales, and brand engagement.
Best for: Tourism businesses, real estate agents, and restaurants targeting both locals and expats.
LINE: The Super App
Over 50 million users in Thailand—more than just a messaging app (includes payments, shopping, and news).
LINE Official Accounts allow businesses to send promotions, customer support, and updates.
Best for: Customer service, loyalty programs, and B2C marketing.
Instagram: Visual Storytelling
Popular among younger demographics (Gen Z & Millennials) and lifestyle brands.
26.1% of Thailand’s population uses Instagram, making it ideal for restaurants, hotels, and travel influencers.
Best for: High-end resorts, food bloggers, and luxury real estate.
Tik Tok: The Rising Star
76% of Thai users aged 18+ use Tik Tok monthly, making it a viral marketing powerhouse.
Short form videos work well for travel vlogs, food trends, and real estate tours.
Our Tik Tok Influencer!
Best for: Tourism campaigns, street food promotions, and quick property showcases.
YouTube: Long Form Authority
The goto platform for in-depth content (travel guides, restaurant reviews, real estate walkthroughs).
65% of B2B buyers use YouTube for research, making it valuable for luxury property and hospitality marketing.
2. Understanding Edge Rank & Organic vs. Paid Posts
What is Edge Rank?
Edge Rank is Facebook’s algorithm that determines which posts appear in users’ feeds based on:
1. Affinity (how often a user interacts with your page)
2. Edge Weight (likes, comments, shares—comments rank higher than likes)
3. Time Decay (newer posts get priority).
Recent reports tell us that Facebook’s edge rank is less than 1% meaning if you have 100 page likes and you add a post Facebook will show that post to ONE person!
Free posts work for brand loyalty (e.g., responding to reviews, posting updates).
Paid ads are essential for conversions (e.g., hotel bookings, property inquiries).
3. Best Platforms for Travel, Restaurants & Real Estate
Travel & Tourism
Facebook & Instagram: Showcase hotels, tours, and events (e.g., TAT’s “Amazing Thailand” campaign).
Tik Tok: Short clips of beaches, nightlife, and cultural spots go viral.
YouTube: Long form travel vlogs attract high intent tourists.
Restaurants & Bars
Instagram & Tik Tok: Food aesthetics, reels of chefs, viral dishes.
LINE: Loyalty programs & promotions (e.g., discount stickers).
Facebook Groups: Expats in Bangkok/Pattaya often seek dining recommendations.
Real Estate
Facebook Marketplace: Popular for condo rentals/sales.
YouTube: Virtual property tours appeal to expats and investors.
Instagram: High-end luxury property showcases.
4. Do Influencers Impact Expats Differently Than Thais?
Thai Audiences
Highly influenced by local celebrities & micro influencers (e.g., food bloggers, travel KOLs).
78% of Thais have bought a product based on an influencer’s recommendation.
Expats
More skeptical, preferring expat run blogs, YouTube reviews, and Facebook groups.
Trust long term expat influencers (e.g., “Retire in Thailand” vloggers).
Key Insight:
Thai focused campaigns should use local influencers.
Expat focused campaigns should leverage foreign You Tubers & expat forums.
5. B2B Influencers & Their Impact on Brand Awareness
What is a B2B Influencer?
Unlike B2C influencers (celebrities), B2B influencers are industry experts (e.g., hotel consultants, real estate analysts, food critics).
Why They Matter
75% of B2B buyers trust brands more if endorsed by an expert.
420% ROI reported in B2B influencer campaigns (e.g., Shopify’s partnerships with successful store owners).
Best Platforms for B2B Influencers
LinkedIn: Thought leadership articles.
YouTube: Webinars, expert interviews.
Facebook Groups: Industry discussions (e.g., “Bangkok Hospitality Professionals”).
Final Takeaways
1. Facebook, LINE, Instagram, and Tik Tok dominate Thailand’s social media.
2. Edge Rank affects organic reach—paid ads guarantee visibility.
3. Travel = Tik Tok/YouTube, Restaurants = Instagram, Real Estate = Facebook/YouTube.
4. Influencers impact Thais more than expats—adjust strategy accordingly.
5. B2B influencers boost credibility in hospitality, real estate, and F&B sectors.
By tailoring your approach to these insights, businesses in Bangkok and Pattaya can maximize their digital marketing success in tourism, expat engagement, and industry specific growth.
Need help with your Thailand social media strategy and branding Contact Bangkok Expats
