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A Guide to TikTok Marketing & Advertising in Thailand

TikTok Marketing Thailand

What is TikTok?

TikTok is a mobile-only app that has taken the world by storm. Edelman describes TikTok as a ‘modern-day Vine’: the platform allows users to create short-form video content with a variety of music, sound and AR effects.

Especially in the wake of COVID-19 and worldwide social distancing measures, it feels like everyone is now on TikTok, from your tweenybopper cousin to The Rock. But is it right for your brand?

As a TikTok partner agency, we’re here to answer all your social media content and advertising questions when it comes to the platform. Read on to find out more.

TikTok Special Features

Personalized Feed

Once you start using TikTok, the app quickly picks up on your preferred interests, whether that’s comedy, cooking or dance challenges.

The more time you spend on the platform, the more personalized your recommendations become, as TikTok matches its users with content that they vibe with most.

Personalized Feed


Special Effects & Stickers

TikTok’s built-in AI technology allows users to shoot and edit clips directly within the app, making it easy to create super slick content. By constantly developing and introducing new features, TikTok’s fast-moving roster of special effects inspires users to become creators.

The platform also encourages co-creation: everyone from individual users to brands and celebrities can create custom AR stickers to use and share.

Special Effects & Stickers


Licensed Music

In complete contrast to social media giants like Facebook and YouTube, TikTok offers a huge library of licensed music from internationally acclaimed artists.

Music producers and artists of all genres are also turning to the app to promote new releases, from K-pop idols like Jennie from BLACKPINK to Lil Nas X, whose diamond-certified single ‘Old Town Road’ first gained viral popularity on TikTok.

Licensed Music

Campaigns & Challenges

No matter where you are, you can become a part of the TikTok community. Thanks to its addictive campaigns and challenges, TikTok users are able to connect with an international community and participate in digital trends from around the world.

Campaigns & Challenges

Who is on in Thailand?


TikTok Thailand
Monthly Active User


Monthly Video


TikTok Thailand
Monthly Active User


Age Distribution

60% of TikTok users in Thailand are based in Bangkok.

Data Source: TikTok, April 2020


The young millennials and Gen Z users on TikTok are all about expressing their individual truth.

They are dismissive of stereotypes and comfortable with shifting identities, experimenting with different ways of being themselves and shaping who they are over time.

For them, TikTok is the perfect app to show off their uniqueness and creativity. With each new campaign and challenge, users are able to put their own twist on a trend, finding common ground while expressing their own individuality.

TikTok Content Ads

Content ads are ‘reservation only’ premium ads that can only be purchased by brands or agencies via the TikTok sales team. Starting costs are in the tens of thousands of US dollars, so they are usually reserved for big brands with budgets to match.

Content ads capitalize on TikTok users’ natural tendency to create and share content. Through these 2 types of content ads, brands can build affinity by turning users into co-creators.


Branded Hashtag Challenge

Think of the Hashtag Challenge as the heart of your TikTok marketing campaign. Your Hashtag Challenge is your brand’s campaign hub: this is where participation begins and user-generated content comes alive.

Brands can create customized challenge pages, where users can watch official videos directly and access exclusive AR lenses and filters, music tracks and Branded Effects.

For an even more seamless and customized experience, Hashtag Challenge Plus provides brands with an extra tab on their Hashtag Challenge page. With product carousel, instant survey and offline store features, it’s great for encouraging more in-depth interactions.

TikTok Branded Hashtag Challenge


Branded Effect

TikTok Branded Effect

Are you looking for on-brand user-generated content to share on your social media channels? Branded Effects could be the feature for you.

Brand-owned AR lenses and filters allow users to generate content with an interactive creation experience that is easy to participate in. With 2D and 3D filter options, as well as over 20 different gestures and facial triggers available, it’s easy to create a Branded Effect experience that is directly relevant to your brand.

Brands can even opt for CTAs to drive users to external landing pages, optimizing opportunities for storytelling, leads collection and online conversions.

To further elevate exposure and engagement, brands can encourage users to create content using their custom Branded Effect in exchange for shout-outs or prizes.

Keep in mind that Branded Effects can require up to 6 weeks of production by the TikTok team, so plan your campaigns well ahead of time.

TikTok Standard Ads

So, you’ve chosen a short and snappy hashtag for your brand and a fun challenge to go with it. Now you need to direct your audience to your Hashtag Challenge Page. Here are the standard advertising formats available to brands.

Brand Takeover

  • Full-screen ads that appear immediately once a user opens the app (also known as ‘first-to-see’)
  • Brand Takeovers can be a 3-second static image or a 3- to 5-second GIF / video
  • Supports external and internal landing page conversions

TikTok Brand Takeover



  • TopView = Brand Takeover on steroids
  • Up to 60-second full-screen ads with sound-on autoplay
  • First-to-see for the day: ad is shown as soon as the app opens
  • TopView ads appear as the first video in ‘For You’ feeds
  • Supports external and internal landing page conversions
  • Supports user engagement (likes, comments, shares, follows, etc.)
  • In-Feed Video Ads (see below) can be used as advertising material within the TopView landing page
  • Reservation Buy: premium ads that come with guaranteed minimum impressions and 100% share of voice over selected dates

TikTok Top View Ads


In-Feed Ads

  • Immersive video experience within the homepage of the ‘For You’ feed
  • Up to 60-second full-screen ads with sound-on autoplay
  • Video ads display above your brand’s business account homepage
  • Supports external and internal landing page conversions
  • Supports user engagement
  • Auction Buy: self-serve media buy option with more flexibility and control

TikTok In Feed

Influencer Marketing

On TikTok, everyone is a creator and everyone wants to go viral. There’s no shame in content creation on TikTok, which means that users are more receptive to sponsored content and influencers are able to create branded content without fear of ‘selling out’: 44% of TikTok users say they are likely to be influenced by influencer content on the platform.

TikTok Influencer Marketing

Not only can influencer-generated content be seamlessly integrated into all of TikTok’s advertising formats and features, brands can even pin quality influencer content to the top of their Hashtag Challenge page for maximum exposure and engagement.

When it comes to incorporating influencers into your TikTok marketing campaign, a little can go a long way. It can be as simple as working with 1-2 key opinion leaders to participate in your branded Hashtag Challenge and post their efforts on their personal TikTok accounts.


TikTok Creator Marketplace

Unlike Facebook or Instagram, TikTok also offers a unique official platform for brand and creator collaboration called TikTok Creator Marketplace. Partner businesses and agencies are able to reach over 1,000 high-quality creators and KOLs over 7 countries and regions, accessing detailed statistics, core metrics, audience demographics for each creator.

TikTok Creator Marketplace

The TikTok Creator Marketplace search function allows TikTok partners to reach out to relevant creators and KOLs for different campaign purposes according to their brand’s needs. Below are the search filters available on the TikTok Creator Marketplace.


Case Study: Sunsilk Vietnam

For Sunsilk Vietnam’s #HangOutWithSmoothHair campaign, influencers filmed content clearly demonstrating the brand’s Hashtag Challenge mechanics and how to use the Sunsilk Branded Effect, which depicted the shampoo’s fragrance by showering users with flowers drifting from their hair.

TikTok Sunsilk Case Study

Branded Effect Results

Branded Effect Video Submissions


Video submissions

Branded Effect Page video views


Branded Effect
Page video views

Branded Effect UGC Engagement10M+

Content Engagement

Brand Takeover Results

Brand Takeover Impressions16M+

Total Impressions

Brand Takeover Click Through Rate15.1%

Click-Through Rate

Brand Takeover Impression Completion Rate410%+

Impression Completion Rate

In-Feed Ads Results

In-Feed Ads Impressions7.5M+

Total Impressions

In-Feed Ads Impressions Completion Rate0.66%

Click-Through Rate

 In-Feed Ads Click-Through Rate165%

Impression Completion Rate

Total Results

Total Video Submissions15K+

Total Video

Total Video Views16M+

Total Video

Total Engagement773K+


Total Engagement Rate5%

Engagement Rate

Total Brand Account Follower Growth0 → 20K+

Brand Account
Follower Growth

Need to talk about TikTok?
As a TikTok partner agency, we’re here to help.

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