Affiliate Content Gains Traction Among Marketers in Thailand
As e-commerce sees rapid consumer adoption, marketers are increasingly drawn to affiliate content as a cost-efficient way to promote products online.
Wuttipong Likitchewan, CEO of creator agency Vega Creator (Thailand), anticipates a rise in the number of affiliate content creators in Thailand in response to growing e-commerce purchasing habits. “Consumers are seeking content from everyday, relatable influencers,” he noted.
YouTube Thailand recently introduced an affiliate program that could further boost affiliate activity across the country, Wuttipong said. Thailand is now the fourth country globally and the second in Southeast Asia to join this initiative.
The YouTube program allows eligible creators to tag Shopee products in their videos, earning commissions on sales generated through their content.
Meanwhile, Clover Entertainment, a South Korean creator agency, announced plans to enter the Thai market. Leveraging influencers within its network, Clover aims to deliver online marketing solutions tailored to brands in Thailand.
The affiliate model’s growth aligns with Thailand’s expanding digital ad spend. According to the mid-2024 Thailand Digital Ad Spending Report by the Digital Advertising Association of Thailand and Kantar Insights Thailand, digital ad spending is projected to hit 33.8 billion baht in 2024, marking a 16% increase from last year. YouTube ad spending is expected to reach 4.6 billion baht, an 8% rise, while TikTok ad spending may climb 71% to 3.6 billion baht.
Wuttipong highlighted that affiliate marketing provides an affordable option for brands, as costs are only incurred when a product sells, thanks to its commission-based model. Working with the right affiliates can boost brand reach and engage target audiences.
In addition, affiliate marketing offers brands useful data on customer preferences, with machine learning tools helping to present products to the right audience, he explained.
However, Wuttipong emphasized the importance of carefully managing affiliates to prevent potential risks. Without proper oversight, affiliates may exaggerate or misrepresent brand messages, he warned.
