Tellscore Co., Ltd. (Tellscore), a Thai influencer marketing platform, hosted the Thailand Influencer Awards 2026 by Tellscore at Grande Centre Point Lumphini. This year, LINE MAN Wongnai, as the event’s main sponsor, helped bring the Content-to-Commerce landscape into sharper focus through its capabilities in On-Demand Commerce and Local Insight, reflecting the continued evolution of Thailand’s Creator Economy.
Brands are moving beyond an emphasis on views and follower counts toward a stronger focus on audience quality, credibility, and measurable business outcomes, while creator content is increasingly playing a role across the Customer Journey, from Awareness to Consideration and Conversion. Thailand’s Content Creator and Creator Economy market is projected to reach THB 60 billion in value by 2027.
Suvita Charanwong, CEO and Co-Founder of Tellscore, organizer of the Thailand Influencer Awards and Vice President of the Thailand Content Creator Association (TCCA), said Thailand’s Creator Economy is shifting from a popularity-driven market toward one that places greater value on standards, professionalism, and results. While follower counts, views, and engagement remain important, they are no longer sufficient for brand decision-making. Marketers are looking deeper into Audience Fit, the quality of creator-audience relationships, and the role content plays across the Customer Journey, including its ability to drive Awareness, Consideration, Conversion, and Advocacy.
“Creators are moving beyond their role as communication channels to become part of a brand’s Business Infrastructure. While many campaigns previously focused heavily on Awareness, Engagement, or Clicks, creators today are playing a broader role across the Customer Lifecycle, from Awareness and Consideration to Conversion through models such as Affiliate Marketing, as well as building long-term customer relationships and Trust, which remains one of the most difficult yet most valuable assets for brands to create.
What marketers increasingly need to understand is no longer simply which content generates the most views, but why that content works, how audiences respond to the message, which creators can deliver both Performance and Trust, and what learnings should be carried forward into the next campaign. These insights can then inform campaign planning, creator selection, and the amplification of creator content through Paid Media to drive stronger business outcomes.
Another figure that demonstrates the economic value of the Creator Economy is that over the past nine years, Tellscore has created more than THB 900 million in work opportunities and income for Thai creators. This reflects how the Creator Economy is growing beyond views and marketing spend to generate income, careers, and tangible economic value for people working across the industry. At the same time, creators themselves are evolving from Media Channels into an increasingly important mechanism for value creation across brands and the wider business ecosystem.
As creators take on a greater role in delivering business outcomes, marketers need to look beyond surface-level metrics and understand what the data is actually telling them. This is one of the reasons Tellscore developed Content Score™, a Content Analytics Tool that processes content data into Ready-to-Use Reports, providing recommendations for content strategy optimization, creator selection, competitor analysis, and future campaign planning.
At the same time, AI is helping reduce production costs and improve content production efficiency. This makes human qualities such as judgment, taste, experience, perspective, and credibility even more valuable. We therefore believe creators must grow alongside stronger standards in accuracy, transparency, social responsibility, and professionalism,” Suvita said.
Dr. Werapong Goo, Managing Director, On-Demand Services, LINE MAN Wongnai, shared that creators play an important role in shortening the Customer Journey from restaurant discovery to order conversion. This is particularly relevant for Micro and Local Creators, who can help small and local restaurants reach consumers within specific locations or interest groups more effectively.
LINE MAN currently has more than 10 million Monthly Active Users, over 520,000 restaurant partners, and more than 290,000 active riders and drivers. Providing nationwide coverage across all 77 provinces.
Consumer behavior on On-Demand platforms is different from general media consumption because many users arrive with a clear intent. This shortens the journey from discovery to purchase. The opportunity is therefore not only about creating Awareness, but about being present at the moment when consumers are making a purchase decision, which is one of the highest-value moments for a business.
“LINE MAN uses data and AI to understand user behavior, location, timing, and demand in order to connect consumers with the most relevant restaurants and menu items. Marketing used to be measured primarily through Reach. Today, businesses need to look further toward Results and the sales generated,” Dr. Go said.
For restaurants, technology and platforms are therefore playing a greater role in helping businesses get discovered amid intensifying competition, while creator content can help generate Demand and unlock new revenue opportunities for restaurants within specific areas.
Looking ahead to 2027, Dr. Go expects Affiliate Marketing to play a greater role, evolving from a marketing tool into a model that connects Creators, Commerce, and Income. From generating interest and trust to driving actual orders, the model can create opportunities for creators, merchants, and other participants across the ecosystem.
The shared strength of Tellscore and LINE MAN lies in Local Insight, or a deep understanding of the Thai market. Tellscore connects brands with creators, while LINE MAN connects consumers, merchants, and transactions. Together, these perspectives reflect the direction of Creator Marketing as it moves beyond Awareness toward Demand and measurable Business Outcomes.
The event also featured Keynote and Panel Discussions exploring multiple dimensions of the Creator Economy. These included “Creator Economy 2026” by Suvita Charanwong (Tellscore); brand building through content in “From Ready-to-Eat Food to Memorable Brand” with Kulket Tohtubtiang (Pompui) and Autthapol
ohundratanakul, also known as Kodey (GoodDay Official); and perspectives on agency-creator collaboration in “Agencies – Creators Collaboration: What Makes Creators Agency-Ready?” with Thasorn Boonyanate (Ogilvy Thailand) and Dissara Udomdej (Yell Worldwide).
The program also explored the role of creators in the MICE industry with Dr.Supawan Teerarat, Ph.D. (TCEB), Paul Sirisant (Cloud 11), and Jukkaphan Wongkanit, or Boss (Sneak Out หนีเที่ยว); Thai tourism with Nithee Seeprae (Tourism Authority of Thailand) and Kantapat Phutthamkul (กอล์ฟมาเยือน); and the convergence of Game, Film, Character, Music, and Series with Dr. Sakkawet Yorsaeng (depa), Nottapon Boonprakob , and Tanis Jearsavaswattana (นัดเป็ด).
The speaking program concluded with “ACTTention: Turn Attention into Action” featuring Dr. Werapong Goo (LINE MAN Wongnai) and Suvita Charanwong (Tellscore), exploring how consumer Attention can be converted into Action and Business Outcomes, reinforcing the broader direction of a Creator Economy increasingly connecting Content, Community, and Commerce.
This year’s Thailand Influencer Awards was held under the theme “CREATOR PULSE”, with winners evaluated across five core criteria: Creativity, Storytelling, Impact, Personal Branding & Community, and Social Conscience. The criteria reflect a view of creator excellence that goes beyond popularity to encompass the quality of work, community building, impact, and social responsibility.
For Thailand Influencer Awards 2026 by Tellscore results and further information, visit www.thailandinfluencerawards.com or www.tellscore.com.
Brands interested in planning an Influencer Marketing Campaign with Tellscore can contact LINE: @TellscoreMarketer or visit https://shorturl.at/gWLUF.
