TikTok is transforming into a new-generation Search Engine, turning search behaviors into business opportunities to boost sales during the Songkran festival.
TikTok Thailand revealed insights for the Songkran festival, noting a major shift in user behavior. Previously an entertainment platform, TikTok has become a platform focused on seasonal spending planning, or a Seasonal Planning Engine.
TikTok data shows that searches on the platform during this period rose sharply by 31 percent, indicating that people are not just watching content for fun but actively seeking inspiration and information to design their own Songkran activities. This aligns with statistics showing that over 55 percent of consumers prefer to understand and research products through video content first to reduce hesitation before making a purchase.
An interesting phenomenon this year is the upgrade of the algorithm to a Discovery-to-Demand model, which can turn the discovery of new trends directly into sales within a single ecosystem. This is especially notable in electronics and IT products, which saw view counts grow by over 39 percent. For the first time, technology devices have been redefined as gadgets to beat the heat, as seen in the 1.6 million searches for portable fans.
Meanwhile, the beauty product category created a phenomenon with more than 75.5 million searches, with consumers focusing on Performance over Perfection—cosmetics that withstand real use conditions during water festivals, such as sunscreen and waterproof makeup, which saw significant search increases.
In marketing strategies for 2026, brands have shifted from general awareness-building to creating relationships within what is called a Digital Town Square. TikTok plays a key role as a partner connecting social trends seamlessly with shopping baskets through advertising solutions that enable brands to close sales in real time.
TikTok statistics confirm that return on ad spend (ROAS) on the platform during this festival is twice the average on other platforms, indicating that Songkran is not just a short festival but a strategic starting point driving the economy throughout the summer.
Thanyawut Wongsunthorn, General Manager of TikTok for Business Thailand, said the key for brands to succeed this year is to be present in every moment of consumers' lives through sincere and relevant content. Marketing in the next era is not about chasing short-term trends but becoming part of cultural movements, with intelligent discovery technology as the main driver turning inspiration into measurable business results from the first day of the festival through the end of the tourist season.