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2025 most popular social media in Thailand
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In 2024, users see a big rise in social media in Thailand. It has a strong impact on the digital world. Not only does it shape how people connect, but it also provides the tent poles for evolving digital marketing strategies.
Thailand is one of the top countries in terms of social media use. To stay competitive, brands must embrace their unique trends.
Table of Contents
In 2025, Thailand remains one of the world’s most socially connected nations, with 51.0 million social media users, representing 71.1% of the total population. This represents a significant increase from the 49.1 million users reported in 2024, showing a healthy growth of +3.8% year-over-year. The country’s 65.4 million internet users (91.2% penetration) provide a strong foundation for continued digital expansion.
Thai people’s engagement with social media remains exceptionally high, spending an average of 2 hours and 35 minutes daily on social platforms, which is above the global average of 2 hours and 23 minutes. This high engagement is driven by Thailand’s mobile-first culture, with 99.5 million mobile connections and a penetration rate of 139%.
Source: Digital 2025: Thailand
LINE continues to be Thailand’s dominant messaging platform with 56 million monthly active users as of 2025, representing 85.4% of Thailand’s internet users. LINE has evolved beyond messaging to become a comprehensive “life platform” with new services launched in 2025, including LINE PREMIUM, LINE GIFT, and LINE HEALTH
LINE is essential in Thai society. It is an excellent platform for B2C marketing, personal communication, and other services.
Facebook maintains its position as Thailand’s most popular social network with 51 million users as of January 2025. The platform shows strong female representation with 50.8% of users being women, and the largest user group is aged 25-34 years with 19.9 million users.
YouTube continues to be a major platform for content consumption, with 47.6 million users as of early 2025. The platform excels in both entertainment and business applications, serving as a crucial channel for video marketing and content discovery.
Discover the social media landscape of Japan in our most popular blog →
Instagram maintains a strong presence with 18.5 million users as of 2025, accounting for 25.8% of Thailand’s population. The platform skews heavily female with 60.6% of users being women, with the largest user group being 25-34 years old (7.9 million users).
Marketers have proven B2C marketing particularly effective on Instagram. It also serves as a medium for showcasing a company culture and internal branding among B2B companies.
TikTok has emerged as a major force in Thailand’s social media landscape with 44.4 million users in 2025, representing 57.8% penetration. The platform has become the most popular social commerce platform for shopping online, surpassing other platforms in driving e-commerce engagement.
The platform connects well with younger audiences, especially Gen Z. They like making and watching short, fun videos. This makes TikTok a strong platform for businesses to connect with customers. It helps launch viral marketing campaigns and reach a young audience.
Learn about the most popular social media platforms in APAC →
Thailand’s social commerce market is experiencing unprecedented growth, expected to reach US$5.20 billion in 2025, representing an 18.6% annual growth. This growth is driven by several key factors:
TikTok leads as the most popular social commerce platform;
69% of Thai consumers regularly shop on social media;
72% of women and 61% of men make purchases on social media more than six times annually
The widespread adoption of digital payment systems like PromptPay and e-wallets has streamlined the social commerce experience, with cash-on-delivery and digital payments becoming the preferred methods.
AI-driven marketing is becoming the standard in Thailand, with businesses using generative AI for content creation, personalized messaging, and ad optimization. This trend is particularly evident in retail, where AI chatbots and virtual shopping assistants are enhancing customer experiences.
Thailand’s digital advertising market is expected to reach 34.5 billion baht in 2025 (+10% YoY), with TikTok surpassing YouTube in ad share (16%).
The influencer advertising market in Thailand is projected to reach 2.36 billion baht in 2024, growing at 10.24% annually through 2029. Niche content creators, particularly in news, family, and pet categories, are leading this growth.
In Thailand, social media is an essential tool for driving sales. LINE is the leader in combining communication, shopping, and customer interaction.
The rise of social commerce, where e-commerce and social media connect, has gained remarkable success in Thailand. Platforms like LINE and Facebook let users browse, shop, and buy without leaving the app.
Let’s look at LINE as an example, with LINE Shopping as a part of the main app. It lets users search for items, compare prices, and buy directly in the app. This grand approach is even more attractive in Thailand, where convenience and mobile-first behaviour dominate consumer habits.
As a result, brands are leveraging social commerce to shorten the customer journey from discovery to purchase.
Most social media now own their distinctive ad platform, offering various advanced targeting capabilities to advertisers.
Brands can target the right audience based on demographic preferences such as age, location, interests, and behaviour. This capability particularly proves its power in Thailand, where localization and culturally relevant messages are more likely to resonate.
Advertising platforms like LINE Ads and Facebook Ads have strong targeting features. These tools help businesses create personalized ads that boost conversion rates. With an emphasis on visual and video content, these platforms help Thai brands deliver compelling ads to drive sales.
Read our blog, where we cover LINE Ads targeting options here →
Social media does more than just sell products—it is a customer relationship-building platform. In Thailand, brands that are active on social media connect with their audience. They offer customer care to build a community around their products.
Brands can improve satisfaction and loyalty by quickly answering customer questions or complaints. Social media makes this easy.
LINE Official Accounts let brands connect with their customers. They can send personalized offers, updates, and event invitations. This strategy enhances the customer experience, positioning social media as a crucial part of the customer journey.
Adding LINE stickers with famous Thai celebrities or cultural elements makes customer interaction more fun. This helps strengthen the bond between brands and consumers.
Download our free LINE Official Media Guide →
With over 95% smartphone penetration and mobile-first behavior dominating, businesses must prioritize mobile-optimized experiences. Social media platforms are increasingly becoming the primary touchpoints for customer engagement.
Successful brands are leveraging multiple platforms simultaneously, with LINE for communication and customer service, TikTok for viral marketing, Facebook for community building, and Instagram for visual storytelling.
Thai consumers are increasingly eco-conscious, with over 60% preferring brands that align with their values. Incorporating sustainability messaging into social media strategies is becoming a competitive advantage.
Live streaming shopping continues to gain traction, with platforms integrating real-time purchasing capabilities. This trend is particularly strong on TikTok and Facebook, where interactive shopping experiences drive higher engagement and conversion rates.
Diversify Platform Presence: While Facebook remains dominant, TikTok’s rapid growth in social commerce makes it essential for e-commerce businesses.
Invest in Video Content: With Thais spending 5 hours daily on video content, short-form videos should be a priority for 2025 marketing strategies.
Embrace Social Commerce: The $5.2 billion social commerce market represents massive opportunity for businesses to integrate shopping directly into social platforms.
Leverage AI and Automation: Implementing AI-powered personalization and automated customer service through platforms like LINE can significantly enhance customer experience.
Focus on Mobile Experience: With 139% mobile penetration, ensuring seamless mobile experiences across all social platforms is crucial for success.
Thailand’s social media landscape in 2025 presents unprecedented opportunities for businesses willing to adapt to changing consumer behaviors and embrace new technologies. The integration of AI, the growth of social commerce, and the continued dominance of mobile-first experiences will define success in this dynamic market.
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