A few months ago, we posted a short, playful video on TikTok for one of our clients here in Thailand. Within hours, the numbers started climbing—100,000 views, then 500,000. By the next morning, it had crossed the million-mark, with shares flooding in from every direction. We had cracked the viral code, at least for that moment. But was it luck? Not quite.
Creating viral content isn’t about guesswork—it’s about understanding what makes Thai audiences tick. Trends here move at lightning speed, and what works in the West doesn’t always translate. Humour, emotion, and cultural relevance play a massive role. Whether it’s a heartwarming story that tugs at the heartstrings or a hilarious meme that gets people tagging their friends, content that resonates on a deep level is what spreads like wildfire.
So, how do you tap into this and make your own content go viral in Thailand? Through trial, analysis, and experience, we’ve identified seven proven strategies that consistently drive massive engagement. In this guide, we’ll break down each one—from leveraging Thai social media trends to crafting videos that people can’t stop sharing. Let’s dive in.
Understand Thai Audience Preferences
One of the biggest mistakes international brands make when entering the Thai market is assuming that a one-size-fits-all approach works. It doesn’t. Thai audiences have unique preferences, shaped by cultural nuances, humour, and deep emotional connections. Localisation isn’t just about translating content—it’s about tailoring it to what truly resonates.
What Works in Thailand?
- Memes & Humour: Thais love playful, self-deprecating humour and relatable memes. Brands that tap into this—like KFC Thailand, which often uses local slang and pop culture references in their social media posts—gain massive engagement.
- Emotional Storytelling: Heartfelt, dramatic storytelling works incredibly well, particularly in video content. Think of Thai life insurance ads that go viral worldwide because of their emotional depth. These videos tell stories that make people feel—and more importantly, share.
- Short, Punchy Content: Attention spans are short, and snappy, engaging TikToks, Reels, and LINE posts perform best. Brands like Sunsilk Thailand have mastered this, using short videos with catchy music and local influencers to connect with younger audiences.
Case Study: Thai Airways’ Viral Campaign
Thai Airways once turned a PR crisis into a viral success by responding with humour. When passengers complained about delayed flights, they cleverly used memes and witty responses to turn frustration into engagement. The result? Massive shares and positive sentiment.
If you want your content to spread in Thailand, make it relatable, make it emotional, and—when in doubt—make it fun.
Leverage Popular Thai Social Media Platforms
Thailand is one of the most social media-active countries in the world, with users spending an average of nearly 9 hours a day online. But not all platforms are created equal—each has its own unique audience and content preferences. To make your content go viral, you need to know where to post and what type of content works best. Leveraging the best social media platforms is key to viral content.
The Key Platforms & What Works
✅ TikTok – The epicentre of viral content in Thailand. Short, engaging videos with catchy music, humour, and trends perform best. Challenge-based content and user-generated videos also thrive here.
✅ Facebook – Still a dominant force, especially for older demographics. Longer-form videos, emotional storytelling, and community-driven discussions perform well.
✅ Twitter (X) – The home of trending conversations in Thailand. Sharp, witty tweets, viral hashtags, and real-time engagement drive shares.
✅ LINE – More than just a messaging app, LINE is crucial for brand updates, promotional content, and exclusive deals. Stickers and interactive messages work well here.
Case Study: Bar B Q Plaza’s Viral Strategy
Bar B Q Plaza, a popular Thai restaurant chain, consistently dominates social media with relatable storytelling and emotional marketing. Their viral campaign, #TheWait, used a heartwarming video about a father waiting for his daughter to return home for a family meal. The campaign, paired with strong social media engagement, garnered millions of views and massive shares across Facebook and LINE.
The key takeaway? Choose the right platform, tap into emotions, and create content people want to share.
Master the Art of Viral Video Marketing
In Thailand, video content dominates social media, with TikTok, Facebook, and YouTube leading the way. But creating a video isn’t enough—it needs to be short, engaging, and emotionally compelling to go viral.
How to Make Short-Form Videos Go Viral
✅ Hook Viewers in the First 3 Seconds – Attention spans are short, so start with a strong visual, a question, or a surprising statement. For example, a Thai street food vendor opening a durian with dramatic sound effects instantly grabs attention.
✅ Tell a Story That Feels Real – Thai audiences love relatable, emotion-driven content. Whether it’s a funny misunderstanding, a nostalgic childhood moment, or a tear-jerking reunion, storytelling is key. Think of Thai life insurance ads—short films packed with emotions that people can’t stop sharing.
✅ Use Local Humour & Trends – A well-timed meme, a trending sound, or a funny skit that taps into Thai cultural quirks can skyrocket engagement. Brands like KFC Thailand often use wordplay and local internet slang to create hilarious, shareable videos.
✅ Optimise for Engagement –
- Keep it short (15–60 seconds for TikTok/Reels, 1–3 minutes for Facebook/YouTube).
- Use Thai-language captions and subtitles to make content accessible.
- End with a CTA, like “Tag your friend who needs to see this!”
Case Study: Grab Thailand’s Viral Campaign
Grab Thailand created a 30-second comedic skit featuring a relatable “bad day” scenario, showing how their service saves the day. The mix of humour, local slang, and an engaging CTA led to millions of shares across TikTok and Facebook.
Want to make your videos viral? Make them short, emotional, and undeniably shareable.
Use Influencers & KOLs to Amplify Reach
In Thailand, influencers hold more sway than traditional advertising. Thai consumers trust Key Opinion Leaders (KOLs) because they feel authentic, relatable, and community-driven. Whether it’s a beauty vlogger reviewing a new skincare product or a TikTok star jumping on the latest trend, influencers can make or break a campaign’s success.
Why Do Thai Consumers Trust Influencers?
✅ They feel like friends – Many Thai influencers engage closely with their audience, responding to comments and sharing personal stories.
✅ They create entertaining, informative content – Unlike hard-sell ads, influencer content is seamlessly integrated into daily life.
✅ They reflect Thai culture and trends – The best KOLs understand what’s “in” and can present products in a way that resonates with locals.
How to Choose the Right KOL for Your Brand
- Match their niche to your product – A beauty brand should work with a skincare expert, while a restaurant should collaborate with a food blogger.
- Check engagement, not just followers – A micro-influencer with high interaction rates can drive better results than a celebrity with passive followers.
- Look for authenticity – Thai audiences can spot a forced promotion instantly. The best influencers naturally incorporate brand messages into their content.
Case Study: Lay’s Thailand & BNK48
Lay’s partnered with BNK48, Thailand’s most popular girl group, to launch a new flavour. By leveraging BNK48’s massive fanbase and interactive TikTok challenges, the campaign generated millions of engagements and made the product an instant hit.
If you want to go viral in Thailand, partnering with the right influencers can supercharge your reach.
Tap Into Thai Trends & Challenges
In Thailand, trends explode overnight, especially on TikTok and Twitter (X). Whether it’s a viral dance, a funny hashtag, or a meme-driven campaign, hopping on trends is one of the fastest ways to make your content go viral. But timing is everything—brands that react quickly and authentically see the best results.
How Thai Trends Shape Viral Content
✅ TikTok Challenges – From dance challenges to funny reaction videos, TikTok trends spread like wildfire. A single viral challenge can turn a small brand into a household name.
✅ Twitter Hashtags & Memes – Trending hashtags dominate Thai Twitter daily. Brands that cleverly insert themselves into conversations (without forcing it) gain instant visibility.
✅ Thai Pop Culture & National Pride – Whether it’s a hit TV drama, a beloved celebrity, or a cultural icon like Moo Deng the baby hippo, tapping into what Thais love boosts engagement.
Case Study: Moo Deng, Thailand’s Viral Baby Hippo
Recently, Moo Deng, a baby hippo born at Khao Kheow Open Zoo, captured the hearts of millions. Her adorable photos and videos quickly spread across social media, turning her into a national sensation and a global viral phenomenon. Brands, influencers, and even government agencies leveraged Moo Deng’s cuteness, creating hippo-themed products, memes, and marketing campaigns. The key to its success? A universally lovable subject combined with strong emotional appeal and Thai pride.
How to Identify & Join Trending Challenges
- Monitor TikTok & Twitter Trends Daily – Watch the #มาแรง (trending) section to see what’s hot.
- Act Fast & Stay Authentic – Join trends within 24–48 hours to stay relevant. Avoid trying to force a connection if it doesn’t fit your brand.
- Encourage User Participation – Launch your own challenge with a catchy hashtag and incentives to get people involved.
The key takeaway? When Thailand falls in love with a trend—whether it’s a meme, a viral challenge, or an adorable baby hippo—brands that engage creatively can ride the wave to massive exposure.
Create Highly Shareable & Interactive Content
Going viral in Thailand isn’t just about being seen—it’s about getting people to share. Thai audiences are highly interactive online, and creative content that sparks emotions or invites participation spreads the fastest.
Emotional Triggers That Drive Shares
✅ Humour – Funny memes, witty captions, and playful wordplay thrive in Thai culture. The more relatable, the better.
✅ Surprise – Unexpected plot twists in videos (like a heartfelt message hidden in a funny skit) grab attention and encourage reposting.
✅ Nostalgia – Content that reminds people of their childhood, old-school brands, or 90s pop culture gets massive engagement.
✅ Inspiration – Stories of perseverance, kindness, or feel-good moments naturally encourage sharing.
Make It Interactive
🔹 Polls & Quizzes – Thai netizens love debating fun topics! Simple “Which Thai dish is the best?” polls drive engagement.
🔹 Giveaways & Challenges – “Tag a friend to win” contests or TikTok dance challenges boost organic reach.
🔹 User-Generated Content (UGC) – Encouraging fans to create their own posts (like recreating a viral trend) spreads brand awareness effortlessly.
The Psychology of Sharing in Thailand
Thai users love community-driven content. If something makes them laugh, touches their heart, or sparks curiosity, they’ll tag friends and share it across platforms. When brands tap into these emotions while making participation easy, viral success follows.
Want to go viral? Make it emotional, make it fun, and most importantly—make it easy to share.
Optimise for Engagement & Community Interaction
Creating viral content is only half the battle—keeping the momentum going through engagement and community interaction is what turns a viral moment into lasting brand loyalty.
The Power of Comments, Shares & Community Building
In Thailand, social media isn’t just for passive scrolling—it’s a space for discussion, connection, and fun. The more people comment and share, the more platform algorithms boost visibility. Engaging posts encourage:
✅ Tagging friends – A simple “Tag someone who needs to see this!” increases organic reach.
✅ Conversation in comments – Funny or thought-provoking captions prompt users to share opinions.
✅ Shares & reshares – If content feels personal or entertaining, people want to be the first to share it.
Encouraging User-Generated Content (UGC)
🔹 Hashtag Challenges – Thai brands like Grab and Bar B Q Plaza successfully use branded hashtags to encourage customers to post their own content.
🔹 Customer Spotlights – Featuring user-generated posts on brand pages builds trust and loyalty.
Best Practices for Responding to Engagement
⭐ Reply fast & with personality – Brands like KFC Thailand use humour and casual Thai slang to create viral conversations.
⭐ Pin top comments – Highlighting funny or insightful replies encourages more interaction.
⭐ Turn engagement into content – Screenshot great comments and turn them into relatable posts or memes.
Want sustained virality? Engage, interact, and make your audience feel like part of your brand’s story.
Conclusion: The Viral Formula for Success in Thailand
Going viral in Thailand isn’t about luck—it’s about understanding what resonates with the audience and crafting content that people want to share. From leveraging local humour and emotional storytelling to riding the wave of viral trends like Moo Deng, the key to success lies in creativity, localisation, and engagement.
Recap of the 7 Proven Strategies:
✅ Understand Thai Audience Preferences – Tap into memes, emotions, and storytelling.
✅ Leverage Popular Social Media Platforms – Use TikTok, Facebook, Twitter (X), and LINE strategically.
✅ Master Viral Video Marketing – Hook viewers in seconds with relatable, emotional content.
✅ Use Influencers & KOLs – Partner with trusted voices who connect with Thai audiences.
✅ Tap Into Thai Trends & Challenges – Jump on viral moments quickly and authentically.
✅ Create Highly Shareable & Interactive Content – Use humour, nostalgia, and participation to boost engagement.
✅ Optimise for Engagement & Community Interaction – Keep the conversation going with smart replies and UGC.
Now it’s your turn! Have you had a piece of content go viral in Thailand? Or are you planning your next big campaign? Contact us or share your experiences—we’d love to hear your success stories!
FAQs
1. What makes content go viral in Thailand?
Viral content in Thailand typically taps into humour, emotions, cultural relevance, and trends. Short, engaging videos, memes, and interactive challenges perform best, especially on TikTok and Facebook.
2. How important is influencer marketing for viral content?
Very important! Thai audiences trust influencers (KOLs) more than traditional ads, making them a powerful tool for boosting reach and engagement.
3. Which social media platforms are best for viral content in Thailand?
TikTok, Facebook, Twitter (X), and LINE are the top platforms for viral marketing, with TikTok leading in engagement.
4. What are the biggest challenges in viral content marketing?
The fast-moving nature of trends, stiff competition, and audience unpredictability make consistency and adaptability crucial.
5. How can small businesses create viral content without a big budget?
Focus on authentic, relatable content, leverage trending hashtags, and use user-generated content (UGC) to maximise reach organically.