The latest Digital 2027: Thailand report from DataReportal shows a shift many business owners have already felt: Facebook’s advertising audience is getting smaller, while TikTok’s keeps growing. Does that mean you should move your ad budget? Not so fast.
What changed in the past year
These figures show how many people each platform says advertisers can reach in Thailand, comparing late 2025 with late 2026:
| Platform | Change over 12 months | Change, July to October 2026 |
|---|---|---|
| -1.5% (about -750,000) | -2.6% | |
| +3.4% | -1.2% | |
| TikTok | +24.2% (about +13.7 million) | +0.9% |
| X | -11.5% | +3.3% |
So yes, Facebook’s reachable audience shrank slightly, and TikTok grew strongly over the year. But notice that TikTok’s growth slowed to under 1% in the last quarter.
Why you should not move everything to TikTok
Facebook is still the most used platform
In a GWI survey (Q2 2026), 87.1% of Thai internet users said they used Facebook in the past month, the highest of any platform. A 1.5% drop in ad reach does not change the fact that your customers are still there.
Ad reach is not the same as customers
Platforms revise these numbers often, and they include duplicate and inactive accounts. TikTok’s ad reach in Thailand is even reported as higher than the adult population. Treat these figures as direction, not precision.
Reach is not bookings
A cheap view on TikTok is not worth much if nobody books. What matters is the cost of each real enquiry or sale. That is the number to compare between platforms.
A sensible way to test
- Keep your main budget where your enquiries come from today. For most service businesses we work with, that is still Facebook and Instagram.
- Move a test share to TikTok, for example 20 to 30% for one or two months.
- Measure cost per enquiry, not views or likes. Ask every new customer where they found you.
- Use content made for TikTok. Reposting a Facebook ad rarely works there.
- Decide with your own numbers. If TikTok brings enquiries at a lower cost, shift more. If not, you have learned something without risking your whole budget.
What about management fees?
Running ads on more platforms usually means more work and more content. When you compare agencies or freelancers, make sure the management fee and the ad spend are shown separately, so you can see what you are really paying for. We explain this in our 2026 guide to social media and ads management costs.
Source: DataReportal, Digital 2027: Thailand (November 2026), including platform advertising data and GWI survey data from Q2 2026.
For the full platform picture, read our overview of Thailand social media in 2027.
Want to know if TikTok ads make sense for your business? Contact us and we will look at your current results with you.