Meta hosted a press conference, Instagram Press Luncheon 2026, revealing the latest insights into the platform’s evolution. Today, Instagram is no longer just a space for sharing photos or “The Next Big Thing,” but has officially become “The NOW Big Thing,” a mainstream driving force that is truly integrated into the lifestyles of Thai consumers.
This exponential growth is reflected in user statistics across all age groups. Currently, Instagram reaches up to 80% of Gen Z in Thailand. Meanwhile, over half of Millennials, Gen X, and Baby Boomers also use Instagram regularly. This creates a broader, more powerful user base, opening up immense opportunities for both businesses and creators to build upon.
Golden Opportunities for Businesses in a Discovery-First World
Consumer behavior is transitioning from passive scrolling to active discovery. Although Facebook remains the champion in overall reach in Thailand, Instagram has stepped up as the number one app for discovering new brands and products.
- Deep Dive into Thai Shopper Behavior: Over 50% of Thai users use the app specifically to discover products and follow brands.
- The Power of Chat: Up to 70% of Thai consumers use Instagram Direct Messages (DM) to help make purchasing decisions, acting as a key driver of Conversational Commerce.
- Results of Creator-Led Marketing: Campaigns combining Partnership Ads with Business-As-Usual (BAU) Ads help brands reduce Cost Per Acquisition (CPA) by up to 19%, increase Click-Through Rate (CTR) by 13%, and boost Brand Lift by a staggering 71%.
Prae Dumrongmongcolgul, Country Director of Facebook Thailand from Meta, stated, “Businesses today are looking for meaningful ways to connect with their target audiences. Instagram is the intersection of creativity, community, and commerce. Furthermore, Thais have a highly unique multi-app behavior, utilizing multiple apps at a rate 79% higher than the APAC average. Using a cross-platform strategy with both Instagram and Facebook is therefore incredibly powerful, knowing that 94% of monthly active IG users in Thailand also use FB on a daily basis.”
The Next Step of the Creator Economy: An Era Where “Expertise” Outweighs “Follower Count”
As the creator economy matures, success is no longer measured solely by follower counts. Data from Meta’s Generation Zeitgeist 2026 study reveals:
- 81% of consumers look for ‘Expert Knowledge’ in creators, which they prioritize over humor or fame.
- The New Algorithm: Instagram now focuses primarily on ‘Content Merit.’ This allows new creators to easily achieve millions of views and likes if their content is of high quality and resonates with the audience.
Revie Sylviana, Director of Global Partnerships at Meta, added, “Creators are building communities and cultural influence. Today, Affiliate Commerce is highly crucial. Following the immense success of the Facebook Affiliate Partnership program with Shopee last year, we are preparing to bring this feature to Instagram in Thailand in the coming weeks. This will make it easier and more tangible for creators to earn an income from reviewing products.”
Pushing Thai Creators to Global Fandoms via Reels and DMs
Currently, users spend over 50% of their time on the app watching short-form videos like Instagram Reels. Interestingly, 85% of the content shared via private messages (DMs) is, in fact, Reels.
This sharing behavior is known as “Digital Pebbling” (likened to penguins giving each other pebbles to show affection). In Thailand, people choose to send funny Reels, food recipes, or travel spots to each other via DM instead of typing “I miss you,” which has become the strongest engagement-building mechanism right now.
Additionally, niche-knowledge creators and Thai pop-culture waves like Boys’ Love (BL) series and T-Pop have shattered borders, building solid fan bases in Japan, Korea, the Philippines, and Latin America. A key assistant in this is the AI Reels Translations technology, which automatically translates languages while adjusting lip movements (Lip-Sync) seamlessly, helping Thai creators penetrate international markets without losing their authenticity.
‘Peter’ Parattakorn Duangswang, a rising actor from the series The Renovation (2025), shared his perspective on stage: “Instagram isn’t just social media for me; it’s a space that connects me with fans all over the world.”
Upgrading Tools, Fostering Growth, and Sustainable Profits
Meta reiterates its commitment to pushing Thai creators to turn their passions into stable careers through investments in comprehensive creative and monetization tools:
- Creative Front: The Edits app for professional video editing (which saw 7 million downloads in its first week) and AI Reels Translations technology.
- Monetization Front: Partnership Ads have doubled in growth, generating over $10 billion globally; the Creator Marketplace platform for brands to deal directly with creators; the Subscriptions system for exclusive content; and Affiliate Commerce.
Meta’s vision is clear: to provide a variety of tools and revenue pathways. This aims to support Thailand, one of the most vibrant communities in Southeast Asia, in becoming a hub where creators can grow and build long-term sustainability.
