CONTACT US

We Are Social Thailand's Pathawee: Thai Media Fragmenting Into 'Atoms,' Brands Must Focus on Consumers Over Algorithms

  • 14:35 น.

Patthawee Apiwatcharoensin, Deputy Strategy Director at We Are Social Thailand, reckon that Thai media is undergoing a fundamental transformation, fragmenting into “atoms” driven by consumer passions and interests. As brands continue chasing ever-changing algorithms, Patthawee emphasizes the real opportunity lies in authentic consumer connections, not algorithmic optimization.

Patthawee Apiwatcharoensin, Deputy Strategy Director at We Are Social Thailand

Clients always ask how to beat the algorithm. What we really need to win is the hearts of the people we're talking to. Algorithms change constantly, but users are what truly matter,"

Patthawee emphasized.

Marketing Budget Shifts:

Pathawee predicts that marketing budgets will shift from traditional awareness and reach metrics toward relevance, commerce, and deep engagement. Brands are moving beyond surface-level impressions to focus on tangible sales results and meaningful connections. For example, BBC’s entry into Roblox to reach younger news consumers successfully brought the Roblox community back to BBC

For influencer marketing, don’t hire celebrities with millions of followers. Find “Tribe Leaders”—people with authentic credibility in specific communities, like Pro Players whom gamers genuinely trust, even if they’re camera-shy.

"Algorithms change constantly, but users are what truly matter,"

Patthawee concluded.
Read the full interview in Thai version
ภูมิทัศน์สื่อไทย 2567-2568

 

ENGLISH VERSION: