Creating Value, Raising Standards, and Positioning Thai Influencers for Regional Growth
The creator economy, both in Thailand and worldwide, continues to grow steadily each year. According to statistics from "Influencer Economy Worldwide" by Statista.com , the value of the global creator and influencer market has seen an average annual growth rate of 20-30%. In 2024, the market value reached USD 24 billion, and by 2025, it is projected to soar to USD 32.5 billion. This reflects a strong upward trend in the creator and influencer economy worldwide. In line with this momentum, "Thailand Influencer Awards 2025 by Tellscore" will return as the nation's leading platform honoring outstanding influencers, creators, and innovative brand-agency campaigns. This year's event is supported by major partners, including Thai Life Insurance and ICONSIAM, under the theme "Creators of Change - Changing the World, Path to Survival." The initiative underscores the growing influence of creators as a driving force in Thailand's economic and social development, while also positioning the country's creative industry to meet regional standards.
Miss Suvita Charanwong, CEO & Co-founder of Tellscore, explained that the concept "Creators of Change - Changing the World, Path to Survival" highlights the role of creators who leverage storytelling and creativity to drive positive impact whether on individuals, the economy, society, or even during periods of political uncertainty and natural disasters. She stressed that creators are no longer merely producers of entertainment content, but have become sources of inspiration and knowledge, as well as key drivers of economic and social progress, enabling people to discover new opportunities.
Suvita noted that a key trend this year in responding to the rise of AI is creator-led branding. This approach goes beyond simple differentiation, focusing instead on "telling stories with a human connection." It communicates what the brand represents, the value it delivers to consumers, and highlights the influencers and creators involved and how they engage with their communities. To strengthen branding and deepen audience engagement, she added, it is vital to integrate O2O (online-to-offline) marketing strategies through real-world initiatives such as events, workshops, and concerts.
On the landscape of online platforms, Suvita noted that TikTok continues to build strong momentum, while YouTube is reshaping its strategy with long-form content and partnerships with e-commerce platforms to push further into social commerce. Instagram remains a key space for trendsetters, particularly through Stories, which generate high engagement. Among emerging platforms, Lemon8 is gaining popularity among Gen Z with its simple, fast content formats, while XiaoHongShu is rapidly expanding its market presence in Thailand and across ASEAN, creating strong opportunities for bilingual creators fluent in both English and Chinese.
She added that one of the most promising opportunities lies with LGBTQ+ creators within the context of the rainbow economy, underscoring Thailand's openness and embrace of diversity as a key strength. Brands collaborating with these creators not only gain commercial benefits but also build emotional connections and trust with Gen Z and Millennial consumers, who place a premium on trust, authenticity, and inclusion.
Regarding AI, Suvita noted that the path to survival is to "coexist with AI" in creative ways. This includes influencers developing their own AI avatars to produce short-form content once or twice a week, or using AI as a tool to strengthen brand building. However, she stressed the need for transparency, making it clear when content is AI-generated to avoid confusing consumers. Such openness enhances the value and credibility of creators in the eyes of both brands and their audiences.
"This market will certainly continue to grow despite global economic volatility, but the path ahead will not be easy. Creators and brands must adapt quickly, paying close attention to global geopolitics and regional opportunities, particularly within ASEAN. They should also begin producing content in English or Chinese to tap international markets, where demand is shifting rapidly from awareness to conversion, with increasingly complex and diverse KPIs. Those who adapt will be the ones who survive," said Suvita Charanwong.
In addition, Tellscore has partnered with Thai Life Insurance Public Company Limited to launch the campaign "Make Social Media Matter", which encourages people to create and share positive stories that transform social media into a space of inspiration and value. The initiative highlights that modern content creation is no longer just about following a communication plan, but about generating meaningful impact for both society and individuals.
Miss Thitima Liangpanich,Senior Vice President of Thai Life Insurance Public Company Limited, said:
"Our mission at Thai Life Insurance is to be a brand that inspires society to recognise the value of love and the value of life. Over the years, we have acted as a content creator through advertising campaigns that consistently reflect these themes across multiple dimensions. Our latest campaign, 'Make Social Media Meaningful,' invites people in the online community, together with creators, to share and pass on meaningful stories from their own lives. The aim is to reduce the spread of meaningless content and ensure that every time people engage with social media, they encounter stories that make life more meaningful."
She added:
"Today, everyone can be a creator. Each individual brings unique, diverse, and valuable charm, talent, and perspectives on life. By engaging in co-creation with creators from different groups, each telling their own stories, it is possible to generate quality content across multiple dimensions and reach wider audiences. This aligns with Thai Life Insurance's commitment to ensuring that people experience content that is both creative and truly meaningful, while also refreshing the brand to better connect with younger generations."
For this year's campaign, Thai Life Insurance has partnered with Tellscore to introduce a special award, 'Best Meaningful Content by Thai Life Insurance', recognizing creators who produce content with genuine impact and value for society. Five winners will each receive a cash prize of 50,000 baht, along with a trophy presented on stage at the Thailand Influencer Awards 2025. This marks the first collaboration between Thai Life Insurance and Tellscore to encourage and promote the creation of meaningful stories that enrich social media.
Mrs. Suma Wongphan, Executive Vice President (Marketing), ICONSIAM Co., Ltd., the venue for this year's event, said:
"ICONSIAM has always placed great importance on creators, with a significant share of our marketing driven by content creators and influencers, reflecting our confidence in the potential and power of this industry. Our support for the Thailand Influencer Awards 2025 not only promotes the role of creators in inspiring society and driving the creative economy as part of Thailand's soft power, while also providing a space where everyone can come together to celebrate success."
She continued:
"This support also enables ICONSIAM to connect with consumers more deeply and broadly through powerful and accessible content. We believe this event will serve as an important platform to elevate Thai creators, helping them raise standards and achieve sustainable recognition on the international stage."
Dr. Warin Ratchananusorn, Acting Senior Executive Vice President at the Digital Economy Promotion Agency (depa), emphasised that today's creators and influencers are no longer confined to producing entertainment content, but also play a vital role in sharing knowledge, developing skills to support businesses, and driving social impact across multiple dimensions. The government recognises the potential of creators to emerge as a new generation of digital entrepreneurs who can generate income, drive innovation, and propel the country's digital economy forward.
"Creators play a vital role in driving Thailand's economy across multiple sectors from advancing the creative economy, which has led to new careers, businesses, and a workforce suited to the digital age, to supporting Thai entrepreneurs, particularly SMEs and local brands, through social commerce. This includes product reviews, live-stream selling, and the use of digital platforms to reach customers directly, helping businesses expand their markets without relying on traditional channels. In addition, creators contribute significantly to tourism, arts and entertainment, and Thailand's soft power by producing content that reflects the nation's identity and unique charm to audiences worldwide," said Dr. Warin.
The initiative has gained strong support from leading organisations, including the Mass Rapid Transit Authority of Thailand (MRTA), the Electronic Transactions Development Agency (ETDA), the Electricity Generating Authority of Thailand (EGAT), the Office of Small and Medium Enterprises Promotion (OSMEP), Grab, Major Cineplex Group Public Company Limited, Bangkok University, Charoen Pokphand Group Co., Ltd. (CP Group), Pet Protect Food Co., Ltd. (Kaniva brand), and G-Yu Creative Co., Ltd., organiser of Japan Expo Thailand. This collaboration between government agencies, the private sector, and strategic partners highlights a united effort to raise Thailand's influencer industry to the international stage.
Thailand Influencer Awards 2025 by Tellscore is not only a platform to honour creators who shape public opinion, along with brands and agencies behind outstanding influencer campaigns, but also an important driver of Thailand's digital economy. The event brings together the private sector, brands, government agencies, and creators across all fields to establish new industry standards and elevate the influencer sector to a sustainable international level. It reflects the growing role of "influencers and creators" as agents of positive change with significant impact on Thailand's economy, society, and culture.
The award results can be followed at www.thailandinfluencerawards.com or facebook.com/tellscore.