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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Somehow, we’re more than halfway through 2025, making now the perfect time to check back in on those goals and intentions we set all the way back in January. If you started out the year intending to change your spending habits, you’re not alone. Financial goals were the most-discussed resolutions on New Year’s Eve and New Year’s Day 2025. At the same time, the internet was buzzing about no-buy, slow-buy, and low-spend challenges intended to help people meet those goals. But how has interest in these challenges held up over the course of a half-year filled with tariff wars, increased buy now, pay later service usage, and persistent price pressure? We used our social listening solution to learn more about how the no-buy challenge conversation is shaping up online. 

A no-buy challenge, also known as a no-spend challenge, is a self-imposed restriction on non-essential spending observed over a certain period of time like a month or a year. While no-buy challenges often focus on saving money and financial health, variations like low-buy/low-spend and slow-buy/slow-spend emphasize more mindful spending rather than cutting out shopping altogether. In any case, what all of these challenges have in common is countering overconsumption and the impulse to spend beyond your means. Participating in the challenges often includes making a list of items and services you’re allowed to spend money on, a list of those you’re not, and sometimes a list of activities to do instead of spending money.

How popular are no-buy challenges online?

Social and media mentions of no-buy and related challenges spiked 32x higher than average on December 28, 2024.

During New Year’s Resolutions season, i.e. December 2024, the online and media discussion about no-buy and related challenges saw a huge spike just before the month’s end as people discussed controlling their spending in 2025. But did that interest continue into the new year?

Social and media mentions of no-buy and related challenges spiked 6x higher than average on February 28, 2025, the day of a U.S. economic blackout protest against major corporate retailers.

The no-buy challenge discussion didn’t sustain that December spike, but if you assumed that it would peter out by February you were wrong. Though mentions mostly slowed down after New Year’s Day, they grew in late February and early March as the challenge got new life from political and economic anxieties in the United States. 

The February 28 spike in discussion was due to a 24-hour, grassroots protest targeting major corporate retailers, particularly those that ended or rolled back their DEI policies following the election of Donald Trump. Organizers called on consumers to refrain from buying anything that day or, alternatively, only spending their money at local, small businesses using cash. 

Mentions of no-buy and related challenges spiked on X on March 7 as users discussed the impact of the February 28 protests as well as news of increased interest in the challenges.

Similar protests continued into March. At the same time, no-buy challenges saw renewed attention on X, Reddit, broadcast, and news coverage amid significant tariff actions from the White House and retaliatory tariffs from China, the European Union, Canada, and other nations. The economic anxiety the “tariff wars” inspired led some to seek a sense of security in no-buy challenges. The discussion has since waned, but it hasn’t disappeared. In June so far, there have still been about 100 mentions a day.

What are social media users saying about no-buy and no-spend challenges?

Outside of Pinterest, which is mainly filled with highly-engaged resources like checklists and guides, some key themes have emerged from the no-buy challenge discussion on social media.

This YouTube video by minimalism influencer @AtoZenLife has been viewed about 125,000 times since it was posted on January 12, 2025.

The three most engaged pieces of content were YouTube videos by creators discussing their strategies for slashing spending and saving money throughout 2025. Each one shared useful resources like no-spend lists and savings trackers to help viewers keep to their own financial goals. 

This X post by a financial service company sparked lively debate about the effectiveness of economic boycotts and protests.

Protests and boycotts earlier this year, fueled by social media discussion and promotion, inspired consumers to vote with their dollars, or more specifically, the withholding of them. With economic, social, and political uncertainty still churning, we can expect more boycotts and politically-inspired no-spend challenges to pop up this year. In a similar vein, some consumers are using no-buy challenges to direct more of their spending to companies that align with their values, like independent, local stores or brands that emphasize ethical practices.

In this quote post, an X user talks about letting an example of influencer overconsumption be their inspiration for sticking to their no-buy challenge.

As consumers are feeling the crunch of the rising costs of living, content with even a hint of waste and overconsumption risk backlash and accusations of being out of touch. (For one example, read up on the Poppi vending machine controversy from earlier this year.) Some shoppers are using no-spend challenges as a way to fight back against a culture of quick and easy consumption.

Here are some points for marketers and brands to keep in mind:

No-buy isn’t niche. No-buy challenges have enjoyed much mainstream news coverage this year and even more online discussion. While such challenges aren’t new, in 2025, they are more top of mind than ever.

Read the room. Whether it’s haul videos going out of style or major retailers facing backlash for their policies, no-buy challenges aren’t happening in a vacuum. Brands that ignore the economic and political realities of their audiences are at greater risk of making a costly misstep than those who are consistently in the know of not only what their customers are talking about but also how they feel about it. 

Values-driven brands have an edge. Around the world, buying local is a hot priority for consumers on both political and cost grounds. Meanwhile, consumers continue to flock to companies that share their values. Brands that highlight themselves as local or ethical alternatives have a competitive edge among consumers interested in more mindful spending and consumption.

Why No-Buy Challenges Are Still Trending in 2025 and What They Mean for Brands

June has been a thrilling month for NBA fans. The 2025 league finals, which began on June 5, took all seven games to complete, ending with the Oklahoma Thunder’s win over the Indiana Pacers on June 22. As the world tuned in to watch the games, presented by ABC and YouTube TV, fans, journalists, and commentators alike discussed the 2025 NBA Finals in the media and online. We used our social listening and analytics solution to measure the buzz, determine which team really won the tournament, and see how the games boosted discussion about YouTube TV.

How big was the 2025 NBA Finals social media and news coverage?

From Game 1 on June 5 to Game 7 on June 22, there were over 2.5 million social media, news, broadcast, and podcast mentions. Understandably, the biggest day for conversation was the final day of the series, peaking at about 534,000 mentions.

The phrase “game thread,” used on Reddit to denote general discussions after each game, was the top keyword in the conversation. (More on that below.) Meanwhile, Tyrese Haliburton emerged as the most discussed person, with about 159,000 mentions. The Pacers point guard, who scored a game-winning point in the last .3 seconds of Game 1, sustained an injury in the first quarter of Game 7. His absence from the rest of the game was a much-discussed factor in the Pacers’ loss.

Which social platforms led NBA Finals discussions in 2025?

Throughout the NBA Finals, spikes in discussion were fueled by X, which saw about 1.61 million mentions, followed by Reddit, which saw about 426,000 mentions. 

Of those Reddit mentions, more than half came from the r/nba community where threads discussing each game generated tens of thousands of engagement actions. In fact, one thread discussing Game 7 got so many comments that the group moderators had to start a new one to accommodate the bustling discussion.

Notably, although Facebook wasn’t the top site for Finals discussions, ESPN’s June 22 post on the platform generated the most engagement overall. The post, featuring Thunder guard Shai Gilgeous-Alexander, had about 244,000 reactions, 8,800 comments, and 23,000 shares as of June 23. And it likely got the attention it did due to Gilgeous-Alexander’s historic run. As ESPN reported, he joined the legendary Kareem Abdul-Jabbar in being the only NBA players to ever win the season Most Valuable Player (MVP), Finals MVP, and a scoring title before their 27th birthday.  

Which countries talked about the NBA Finals the most?

No surprise that the United States was the site of most of the NBA Finals discussion, with Canada a distant second. Interestingly, Brazil was the country that generated the third most mentions about the tournament. According to the NBA, Brazil is home to more than 51 million NBA fans. In recent years, the league has been fostering new opportunities to engage with them via in-person activations and localized social channels, including ones on YouTube, X, and Instagram that collectively have over 5.2 million followers.

Who was the most talked-about team during the 2025 NBA Finals?

Though the Thunder won the NBA Finals on the court, the Pacers won in terms of discussion volume. Over the course of the games, the Indiana team generated about 165,000 more mentions than their Oklahoma opponents. 

This was due to the fact that social media users and media outlets mentioned the Pacers more than the Thunder for five out of the seven total games. The notable outliers were June 16 for Game 5, when the Thunder secured a crucial win and gained a 3-2 lead in the series, as well as the final game on June 22, which the Oklahoma team won. 

How did the 2025 NBA Finals impact YouTube TV’s visibility?

Successful livestream sports events are key priorities for streamers as they battle one another for online presence. As in previous years, this year NBA fans could stream the Finals live on YouTube TV. This resulted in a huge boost of visibility for the platform.

YouTube TV social media mentions increased by 44% over the 17-day period of Finals compared to the prior 17 days. 

For news and broadcast mentions, that increase was a staggering 395%. 

Across all sources, mentions of YouTube TV saw a 30% increase in reach and an 86% increase in engagement during the NBA Finals, highlighting just how critical live sports have become in the battle between streamers.

Learn more about the current state of streaming in our recent consumer insights report on the industry.

Don’t count Facebook out. After X, Reddit generated the highest volume of NBA Finals mentions, but Facebook generated the most engagement. Marketers looking to get a piece of mainstream sports hype should think twice before overlooking these platforms, especially Facebook.

International fan bases are thriving. Many national sports leagues and teams have untapped opportunities to connect with fans living outside of their regions. Monitoring online buzz around big sports events is the best way to uncover where those fan bases are.
Livestream sports boost streamers. Popular sports events migrating to streaming platforms is only just beginning. As sports fans turn their game day attention online, brands that can effectively leverage digital discussions in real-time will be best positioned as more leagues shift to streaming platforms.

2025 NBA Finals Stats: How Big Was the Online Buzz?

Recently I had the opportunity to join a panel discussion hosted by Fourth Day PR at London’s iconic Somerset House, to talk about the rising challenge of misinformation and disinformation for PR professionals. 

On the panel I was joined by three other industry experts: 

Katy Howell, CEO of social media marketing agency, Immediate Future

Rob Waugh, a writer, journalist and editor focusing on tech

Max Templer, Research Director at strategy consultancy, Think Insights

I’ve recently joined Meltwater as Vice President, Product Management - Global Applications & Architecture, having worked in the mis- and dis-information space for many years, and it’s interesting to see this topic become such a huge issue; I’m invited to many more of these events now than at any time in the past.

The panel began with us discussing the current scope of the problem, which everybody agreed was a huge and growing challenge. 

As AI content generation tools grow in sophistication, particularly video creators like Google’s Veo and OpenAI’s Sora, the ability to create highly convincing fakes is becoming a trivial matter. Bad actors are already exploiting this technology at the state level, for propaganda purposes, as are individual influencers who have found ways to profit from misinformation. 

AI is exacerbating the problem in another way, by understanding what kind of content users are more likely to engage with, algorithms can ensure they are fed more of the same. So the filter bubble first caused by algorithmically curated social media feeds is going to become far worse in the AI era, as audiences are given an increasing volume of disinformation specifically tailored to their tastes.

This is all having a real-world impact on brands, and we’re seeing a growing number of examples of businesses being hit by disinformation attacks. This isn’t a warning about how bad things could get in the future - it’s already happening, and brands need to deal with the problem. 

The panel had a range of suggestions for how to manage this new challenge, but I think one of the most important tools at our disposal is what I call vectorized monitoring. 

Typically large brands, like the one in the example above, will use legacy and social media monitoring tools to track mentions of their company, and other important keywords closely related to their business, looking for unexpected spikes that could signify a looming crisis. 

This approach can be a blunt tool, especially for large organizations which are likely to see huge volumes of brand mentions all the time, making it difficult to identify those which could signal a potential problem. But with tools like Meltwater using vectorized monitoring, we can use AI to match on meaning. This means understanding the context of mentions, making it far easier to surface early signs of emerging narratives before they explode.

But, of course, monitoring is only part of the answer. The strategy of pre-bunking was also discussed, which means getting ahead of potential narrative attacks by publishing content that consistently demonstrates commitment to your organization’s values or counters known and likely attacks. 

The value of pre-bunking is that when faced with a situation where your brand is falsely accused of behaving poorly, you will already have established proof points that show what your values really are. 

The panel also discussed the value of publishing on owned social channels versus propagating messaging through earned media when responding to disinformation. Earned media lends credibility, especially when supported by expert reporters and strong editorial standards. But social media is often the first place a journalist might look before writing a story, it’s the first place consumers look, and also the fastest place misinformation spreads. The trick is understanding where your audience actually goes for trusted information and aligning your strategy accordingly.

The discussion ended on a sobering note: the rise of AI-generated search results may supercharge misinformation by tailoring content directly to users’ biases and beliefs. As people move from search engines to conversational AI for information, the PR industry must adapt once again.

But there may be an upside to this. As skepticism grows, audiences may begin to seek out verified, expert-backed sources more than ever. Credible publishers, and the brands that invest in authentic, transparent communications, could become beacons of truth in a growing ocean of mis- and disinformation.

How PR Can Tackle the Growing Disinformation Challenge

Note: This blog is based on the Global Digital Report 2025 (Digital 2025 Thailand) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.

Thailand’s digital footprint continues to widen, driven by social media growth

In 2025, Thailand is home to 71.6 million people, 91.2% of whom are online, with 71.1% having at least one social media identity. That adds up to 65.4 million internet users and 51 million social media accounts, both showing year-on-year growth of +1.8% and +3.8%, respectively.

Mobile connections have climbed to 99.5 million, with mobile penetration reaching 139%, as dual. Although urbanisation is only at 54.7%, well below regional counterparts like Malaysia (79.4%) or Australia (86.8%), the country’s digital adoption signals a market that’s highly connected, even outside city centres.

Social media usage statistics in Thailand 

What's ahead for social media in Thailand in 2025?

Thailand’s population profile shows a balanced gender split with signs of demographic maturity.

The country’s median age is 40.6, placing it among the older digital markets in Southeast Asia such as the Philippines (26.1), India (28.8), and Indonesia (30.4). Gender distribution is close to even, with 51.3% female and 48.7% male, giving Thai brands room to build marketing strategies without leaning too heavily in either gender, opening avenues for broader appeal and inclusive campaigns.

91.5% of women and 90.7% of men aged 15+ can read and write; combined with a population density of 140.2 people per km², indicate a highly digitally literate audience, especially in provinces where digital connectivity remains high.

Thailand’s population leans older, with a constant distribution across working-age groups.

The largest age group falls between 35 and 59, each contributing around 7.0% to 7.4% of Thailand’s population. This middle-aged segment forms the core of the country’s workforce and consumer base.

Meanwhile, the 20–34 age group accounts for 20.5% of the population, with each five-year segment hovering between 6.5% and 7.1%. Youth under 20 make up less than 16.2% combined, spotlighting a smaller Gen Z base compared to markets like the Philippines or Indonesia.

Internet usage in Thailand is steadily growing, with nearly all users accessing it through mobile.

The number of Thai internet users grew by 1.8% or 1.2 million over the past year. This resulted in a 1.9% growth versus the Thai population. As of 2025, 98% of users browse the net through their phones. Time spent online averages 7 hours and 54 minutes daily, slightly lower than the year before by 4 minutes (-0.9%). 

Thai internet users spend most of their online time on mobile phones.

Of the 7 hours and 54 minutes Thai internet users spend online daily, 5 hours are on mobile phones and 2 hours and 54 minutes are on computers or tablets. That gives mobile a 63.3% share of total internet time, higher than Singapore’s 50% and Malaysia’s 57.2%.

For brands targeting the Thai market, this means prioritising mobile optimization across all digital touchpoints. Websites, apps, social media content, and advertisements must be designed for clarity and convenience on smartphones, ensuring fast loading times, responsive layouts, intuitive navigation, and easily digestible content to capture and retain the attention of the highly engaged Thai mobile user.

Pursuing information drives Thailand internet usage.

Beyond screen time, understanding why Thai internet users go online provides crucial insights for content strategy. The top reason Thais go online is to find information, which is the main reason that 67% of users aged 16+ use the internet. This is followed by keeping up with news and events (63.6%), watching videos, TV shows, or movies (61.2%), and filling spare time through browsing (59.5%).

Other leading motivations for Thai internet use include finding new ideas or inspiration (56.3%), listening to music (54.9%), and learning how to do things (53%), which all point towards a Thai digital culture rooted in discovery and curiosity.

For brands, this means reaching Thai users when they’re in research mode online. Strategies that deliver timely data when they’re on search engines looking for things is key.

Social platforms remain Thailand’s default digital space when they aren’t learning something new. 

When Thai internet users aren’t actively researching or finding information on search engines, their focus often shifts to communication. 98.5% of internet users aged 16+ use chat and messaging apps, with the same share also active on social networks. These two categories top the list of most-visited websites and apps, ahead of email (89.6%) and search engines (89%).

Whether it’s casual conversations or group chats, Thai users are online to stay in touch as much as they are to stay informed. For marketers, this means being present in not only search engines, but also during conversations.

Social media usage statistics in Thailand

Social media in Thailand is growing fast in terms of its user base. 

Thailand recorded a 3.8% increase in social media identities over the past year, adding 1.9 million accounts. Although users now spend an average of 2 hours and 32 minutes per day on social platforms, up just one minute from last year, the growth in social media accounts is matched by steady engagement.

The average user manages accounts on 7.1 different platforms each month, with gender use is nearly even at 50.8% female, 49.2% male. At 77.9% penetration among internet users across Thailand, social media still has room to grow in the country. Marketers should focus on developing localized and culturally relevant social media marketing strategies that leverage the unique strengths of each platform, from interactive content on TikTok to community building on Facebook, and direct commerce via LINE, capitalizing on Thailand's continually evolving social media landscape.

Meta’s platforms in Thailand attract a strong reach across its population-heavy working-age groups.

This demographic breakdown of Thailand’s Facebook, Instagram, and Messenger users offers a snapshot of the gender and age distribution of the country's adult social media audience. 

Among adults aged 18–24, 8.5% are female and 7.3% are male. 

The 25–34 group is the largest, with 17.5% of females and 16.9% of males, forming the core of Meta’s Thai audience.

Next is the 35–44 bracket, where 10.8% of women and 10.2% of men remain highly active. From there, reach gradually declines:

Overall, Meta’s adult audience shows that the strongest engagement comes from those aged 25 to 44 years old, with minimal gender gaps observed across all age brackets.

Social media usage in Thailand is used to stay connected and updated.

The main reason Thai users are on social media is to keep in touch with friends and family (56.9%) – nearly 1.5 times more than any other motivation. It’s followed by reading news stories (39%) and seeing what’s being talked about (36.2%). 

Other top motivations reveal a blend of leisure and commercial intent: finding inspiration for things to do and buy (34.5%), filling spare time (34.4%), and product discovery (33.8%).

These patterns show that Thai users treat social platforms as primarily a communication tool, and then a research device. For brands, this shows that social media strategies should blend relevant content with authentic moments of interaction, surfacing naturally in feeds that Thais use to stay close to others and informed about what’s happening around the country.

Facebook and LINE stand out as the two most used social media platforms in Thailand.

90.7% of internet users aged 16+ are on Facebook, with LINE just behind at 90.6%, making them Thailand's top social media platforms. While Facebook continues to be the country's go-to source for news and updates, LINE stands as the preferred messaging app of choice.

TikTok (85.7%), Messenger (82.4%), and Instagram (63.7%) round out the next five, while X (45.9%), Lemon8 (31%), and Pinterest (23.9%) maintain niche followings, especially for content discovery and inspiration.

For marketers in Thailand, this paints a clear picture of where to strategically engage with their target audience. It highlights a highly interconnected user base that seamlessly moves between platforms to chat, find information, seek entertainment, and discover products. 

Thai social media users spend the most time on Youtube and TikTok.

On average, users spend 42 hours and 14 minutes per month on YouTube, followed closely by TikTok at 37 hours and 40 minutes. Both video-heavy and content-rich apps, these two platforms capture user engagement, powered by robust algorithms and non-stop scrollability. Facebook comes next at 16 hours and 23 minutes, followed by Instagram (8h and 44m), Messenger (7h and 17m), and LINE (7h and 15m). 

This breakdown shows that Thai attention is split between social connection and content consumption, both aligned with why they use social media in the first place. For marketers, it’s a signal to diversify social media strategy: lean into video for visibility, as Thai users spend extended time on platforms built for content discovery.

LINE is quietly Thailand’s most dominant platform, with most Thai social media users relying on it for their daily lives.

As of January 2025, 56 million social media users in Thailand use LINE monthly; this reflects 78.2% of the total population and 85.7% of all internet users. While growth was flat quarter-on-quarter, the platform still added 1 million new users year-on-year (+1.8%), reflecting its continued relevance in Thai digital life.

LINE’s strength lies in its ability to capture Thai users and keep them coming back consistently for its all-around communication uses. With 87.8% of those aged 12+ active monthly and a user base that skews slightly male (54% male, 46% female), it remains a go-to for the daily lives of Thai users for communication and payments (LINE Pay). 

For marketers, LINE sits at the centre of digital life in Thailand: it has become deeply embedded in Thai digital culture, with its many active users relying on the platform for messaging, payments, news, entertainment, and shopping. Its integration of communication and commerce, alongside features like branded stickers, official accounts, and a digital wallet, makes it a powerful, trusted channel for both user engagement and targeted advertising.

YouTube is Thailand’s most user social media platform, commanding deep user attention and ad reach.

47.6 million Thai users can be reached via YouTube ads, 66.4% of the total population and 72.8% of all internet users. On top of that, YouTube’s ad reach increased by an additional 7.7%, adding another potential 3.4 million Thai social media users engaged year-on-year.

With an even gender split (50.8% female, 49.2% male) and 73.6% of Thais aged 18+ reachable on the platform, YouTube continues to deliver massive visibility at scale, with Thai audiences spending more time on this platform than anywhere else.

For marketers, YouTube remains a prime channel to capture attention, making it one of the most effective tools for building brand awareness in Thailand. 

Mobile use in Thailand continues to steadily grow, with the number of connections greater than the total population.

There are 99.5 million cellular mobile connections in Thailand, 139% of the population, reflecting widespread use of dual SIMs and multiple devices. Over the past year, Thailand added 734,000 new connections, a 0.7% increase, with 100% of these lines broadband-enabled.

For marketers targeting Thailand, mobile remains the primary method to reach Thailand’s online audience across communication, commerce, and content. This supports how central mobile is to Thai digital habits, essentially serving as the fundamental tool for daily living in the country. 

Thailand’s mobile connections have remained stable with modest growth over the past two years.

Since early 2023, cellular mobile connections have fluctuated slightly, dipping to 98 million mid-year before gradually climbing back up to 99.5 million by January 2025. While there were brief declines, growth resumed in the last quarter of 2024 with a +1.2% increase, indicating a resilient mobile market.

This highlights for marketers the dependability of mobile connection in Thailand. Keeping mobile-first experiences in mind during every campaign is necessary since mobile continues to be the major connection for digital relationships.

Thailand’s e-commerce market is growing fast, with mobile, again, playing a central role.

In 2024, 16.3 million Thais purchased consumer goods online, which was a 7.5% increase year-on-year, or 1.1 million new shoppers. This drove total e-commerce spending to $19.3 billion, up 13.9%, adding $2.4 billion in value.

The average online shopper in Thailand spent $1,183 last year, a 5.9% rise. More importantly, 68.3% of that spend came through mobile phones. Although this is only a slight rise of 0.8% from the previous year, a majority of purchases are still being made from the fingertips of Thai consumers. Heading into 2025, E-commerce now accounts for 11.4% of all retail purchases in Thailand, with this share climbing 8.8% year-on-year.

This signals a thriving mobile-first e-commerce environment that continues to expand in both volume and value. With more Thais actively heading online to purchase goods, and spending more when they do, the window of opportunity is wide open for businesses ready to deliver seamless, localized, and outstanding e-commerce consumer experiences optimized for the mobile screen.

E-commerce in Thailand is growing because of beauty, food, and electronics.

In 2024, Thai consumers spent the most on beauty and personal care ($3.78B), followed closely by food ($3.63B) and electronics ($3.38B). These three categories were by far the most shopped categories for Thailand’s digital consumers, highlighting a strong demand for lifestyle and essential goods online.

For brands, this signals a developing digital retail environment where everything from skincare to snacks is just a tap away for Thailand’s growing amount of online shoppers.

Savings through free delivery and discounts remain the top online purchase drivers in Thailand

2025 Social Media Statistics for Thailand

Metrics matter in brand management, but you need to be selective about what brand metrics you use to avoid getting lost in a sea of data. Choosing the right brand metrics means you can make more impactful and strategic business decisions. 

Instead of getting bogged down by vanity metrics (looking at you, 10K Instagram followers), you should use tangible metrics that give you insights into how your customers think and feel about your brand.

Let’s take a dive deep into the important brand tracking metrics that will set you up for success.

Brand metrics are the vital signs of your brand's health. They’re essential pieces of data that show how others perceive your brand. They will show you whether your brand is thriving or getting lost in the noise.

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