Twitter is where people connect and converse. It’s where communities are formed and people engage in conversations. Thais come to Twitter to find out #WhatsHappening, connect with others, and join in conversations on a diverse range of topics. From entertainment to sports, TV to movies, beauty to current affairs; people are finding out and sharing the latest updates about these topics, and much more, on Twitter.
Conversations are at the heart of Twitter and a single Tweet can have a wide-ranging impact. Twitter took a deep dive into over 64,000 Tweets in Thailand to find out more about the power of Tweets and how Thais shape their own unique culture through conversations and communities.
Speaking of this recent research, Martyn U’ren, Head of Research APAC & Global Export – Twitter, said, “From the outset, our aim was to get an accurate view of conversations on Thai Twitter. While some conversations are louder than others, what we found was that Thai conversations are diverse and vibrant.
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The research has shown an interesting layering of conversational topics that form four key cultural themes. What does this mean? Our findings will help Thais to better understand the diverse communities on Twitter while providing Thai and international brands with unique insights into conversational themes and topics on Twitter in Thailand.”
This research found four unique cultural themes on Twitter in Thailand and uncovered 10 clear conversational topics that shape them. It uncovered that Thais on Twitter are a manifestation of Thai culture and that people showed a huge span of affinities in conversations, and that diversity is the norm.
1) Personal Musings – Everyday Chatter, Love and Relationships, Self-ReflectionThis is the largest space comprising 45% of the total conversation volume on Twitter in Thailand and it’s where people engage in everyday chatter – sharing their daily routine, commute and the mundane in their lives. It’s also a safe space for people to pour out their hearts and Tweet about love and relationships – their lack of, desire for, and moments with their significant others.
Thais tend to also share their daily pain points in moments of self-reflection. This might literally be small physical aches and pains like a minor headache or fatigue, though Thais also like to comment on the weather – the unbearable heat during the hot season and their desire for the rainy season to arrive.
2) Community and Connection – Current Affairs, Passions, Local MarketplaceTwitter is an essential part of Thais’ lives and research found that the community and connection space accounted for 35% of total conversational volume. Actively using Twitter to stay connected with their communities as well as keep themselves updated with #WhatsHappening around them, Thais Tweet regularly about current affairs; from COVID updates to cryptocurrency to local or regional politics.
Whether it’s music, sports, food or shopping; Thais also like to share their passions on Twitter. From beauty to food to restaurants and the latest fashion, Thais actively review products they’ve bought and places they’ve been. For entrepreneurs, Twitter is the place to sell their wares. From home cooked food and confectionery to clothing, fan merchandise and crafts; Thais have made Twitter their local marketplace where they showcase their creativity and products they’ve made for sale.
3) Beauty and Wonder – Curated Aesthetics, Celebrity and Fandom, Hopes and DreamsAccounting for 16% of conversational volume, this space sees Thais on Twitter sharing Tweets about common interests that people can marvel at. Using curated aesthetics like a photo album or digital scrapbook, people like to share places or items of beauty. Visual Tweets of everyday scenes such as cafes, beautiful homes, nature, beaches and more are common. Celebrity and fandom is another popular conversation in this space and comes alive on Twitter. From K-Pop, in particular Thai stars such as BamBam (@BamBam1A) from GOT7 (@GOT7Official) and #Lisa from BLACKPINKOFFICIAL (@BLACKPINK), to local artists such as Peck Palit (@peckpalit) and 4EVE (@4eveOfficial), and celebrities, Thais are avid fans of everything celebrity.
While the pandemic brought struggles for some, Twitter also saw hopes and dreams emerge as a key theme with people Tweeting their travel nostalgia and engaging with others by asking “Where would you travel after COVID?”
4) Betterment and Aspiration – Podium for Celebration, Inspirational and UpliftingWith 4% of the total conversational volume; conversations here are centered around motivations and inspiration, with people expressing their best selves. As a podium for celebration, Thais on Twitter proudly share their joy and celebrations – from graduation, good grades, birthdays, to anniversaries and more.
Thais are also generous with uplifting each other and Tweets in this space are inspirational and uplifting. Twitter is like a support network where people encourage each other through tough times – Tweets are often general, not aimed at any specific person, but for the community at large, in the event somebody needs the support.
So, what do these insights mean for brands? With the 10 conversation topics that shape 4 cultural themes, a tremendous space is unfilled for brands to connect and stay culturally relevant with their audience on Twitter! There’s an opportunity. Brands are at a crossroads; they can continue ahead on the road easy-to-travel with diminishing ROI or they can change course and engage with Thais on Twitter through conversation. Savvy brands are investing in learning about the different types of communities and conversations on Twitter, and are staying culturally relevant with their fans in a more authentic, and ultimately profitable, way.
Twitter’s diverse audiences, positive conversations and creative communities make Twitter a safe place for brands. Data shows an 88% correlation between spend on Twitter and perception of a brand’s cultural relevance, while 25% of a consumer’s purchase is determined by a brand’s involvement in culture.
“Many brands start their marketing planning with preconceived ideas. They think Twitter is this, and Twitter is that. Twitter is many things to many different people, and brands are beginning to understand this. Twitter is a collection of diverse people and opinions, it’s a source of information where brands can read that information to help understand their audience’s needs,” added U’ren.
1) Personal Musings: slow brand building in a personal, relatable manner, avoiding explicit references to brandThis space is the largest on Thai Twitter yet few brands engage thus presenting an unparalleled opportunity for first-movers. With conversations centering on everyday matters and the mundane, the hard sell and explicit brand and product mentions are unlikely to work. In this space brands should be looking to build slowly; they should be creating a more personable brand voice and be relatable to consumers, building a relationship with consumers over time.
2) Community and Connection: quick and digestible updates on #WhatsHappening A sizable space, people are looking for quick and digestible updates about the latest happenings. Brands communicating in this space should be doing so with functional updates – Tweets about new products or sales are likely to resonate. With engagement in this space usually low, it’s important brands keep communications clear, brief and targeted, and with an immediate call to action.
3) Beauty and Wonder: feel good content that speaks to users This is a very visual space and a space where Thai Twitter are most likely to amplify content that resonates with them. Curated imagery with minimal text will grab attention. People buy feelings, not things – the feeling they get from wearing that latest fashion purchase, from their new lipstick or perfume. Brands should look to create an upbeat tone and stir positive emotions through the use of creative visuals which in turn will strengthen brand associations and keep the brand relevant.
4) Betterment and Aspiration: capturing attention through visual appeal This is an important space as it is the “feel good” aspect of Twitter. For brands to be relevant in this space they can share light-hearted, humorous and feel-good content. Actionable content that delivers an immediate gratification might do well, for example, Tweets about eye-catching sales, competitions or promotions.
