TikTok is transforming into a new-generation search engine, turning search behaviors into business opportunities to boost sales during the Songkran festival in Thailand.
TikTok Thailand revealed insights from the Songkran festival period, noting a major shift in Thai user behavior. Originally an entertainment platform, TikTok has evolved into a platform linked to seasonal spending planning, effectively becoming a Seasonal Planning Engine.
According to TikTok data, searches on the platform during this time surged by 31 percent. This shows that people are not just consuming content for fun but are actively seeking inspiration and information to plan their 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 TikTok's algorithm to a Discovery-to-Demand model, which can instantly convert discovering new trends into sales within the same ecosystem. This is especially notable in electronics and IT products, which saw a 39 percent increase in views. For the first time, tech devices have been redefined as heat-relief gadgets, as evidenced by portable fans being searched 1.6 million times.
. . The beauty product category also made an impact with over 75.5 million searches. Consumers focused on performance over perfection, favoring cosmetics that withstand real-use conditions during water-splashing festivals, such as sunscreen and waterproof makeup, which saw significant search increases.
Regarding marketing strategies for 2026, brands have shifted from general awareness-building to fostering relationships within what is called the Digital Town Square. TikTok acts as a key partner by seamlessly connecting social trends with shopping carts 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 of other platforms. This indicates that Songkran is not just a short festival but a strategic starting point that drives economic momentum throughout the summer season.
Thanyawut Wongsuntorn, General Manager of TikTok for Business Thailand, said the key to brand success 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 smart discovery technology as the main driver converting inspiration into measurable business results from the festival’s start to the end of the travel season.