Influencer marketing in Thailand is fundamentally shifting from awareness-building to direct sales conversion. The AnyMind Group report shows TikTok dominates 50%+ of 2025 campaigns due to seamless content-to-purchase integration. Strategic value now lies in niche communities over follower counts, affiliate revenue can exceed 60% of brand sales, and long-term creator partnerships boost revenue up to 25%. Brands must move beyond vanity metrics (views) to measure engagement, traffic, and conversion—treating creator content as reusable media assets for paid amplification rather than one-off campaigns.