Identity, wellbeing and the environment are among six major Thai trends detected by Twitter that can be used by marketers to design campaigns.
"This is the first year Twitter produced an insight report about Thailand specifically to help digital marketers and brands gain insight in the community," said George Karanapakorn, client account manager at Twitter, referring to the Twitter Trends Thailand report.
Understanding insight will enable marketers to drive user engagement, he said. The report analysed millions of tweets from Thailand from 2018 to 2021.
According to the report, the first trend is called "My Identity", in which people dare to express and have a frank conversation.
This trend drives social movements and social equality for gender, LGBTQI and the disabled.
Thais are feeling more empowered to be themselves and express themselves on their own terms, Mr George said.
Compared with 2018-19, conversations around identity have surged 72% between 2020-21, and such conversations continue to grow.
People on Thai Twitter show admiration for their idols and some fans create merchandise of their idols for sale, he said.
Many Thais also turned to Twitter to express their national pride and push for positive change and justice, including socioeconomic development, human rights and LGBTQIA rights.
Such users also talk about a brighter future, hope for the next generation and desire for equality for all.
Referring to this trend, Srettha Thavisin, chief executive and president of SET-listed developer Sansiri, said his company wanted to show its identity was about consistent, genuine, humane and serious action.
"We drive equality and a green mission. Everything we do is expressed in these core values," said Mr Srettha.
The second trend is "Wellbeing" where people embrace self-care, Mr George said, adding that the pandemic has made people think about the holistic view of having good health and a happy mind.
"Integrated wellbeing focus will continue, even after the pandemic," he said.
The third trend is called "Everyday Wonder", in which people try to escape from study and work pressures for a while and engage in some activities they love, such as drawing, painting, listening to old music and following their horoscopes.
Pancharee Sitthisenee, managing partner at MediaDonuts, Twitter's official partner in Thailand, said the fourth trend is called "One Planet", in which environmental protection and sustainability have become mainstream.
Thais have become more knowledgeable and empowered, and are tweeting about big-picture topics such as global warming and ocean safety, she said.
According to the report, the fifth trend is called "Creator Culture", in which users are willing to share their creative work online and are determined to turn their hobby into a business, including game casters, drawers, painters and plant growers.
Such creator culture conversations on Twitter surged 26% between 2018-19 and 2020-21.
The sixth trend is called "Tech Life", in which Thais engage in conversations about technology, such as digital lifestyles, smart living and society-supporting tech.
The report indicated that Thai people's conversations about smart homes is on the rise.
