Wisesight research reveals Gen Z behaviors driving a surge in engagement, according to a recent study.
A recent study by Wisesight (Thailand) Co., Ltd., using the Zocial Eye tool between 22 December 2025 and 11 January 2026, revealed that politics became a hot topic, generating over 158 million engagements from more than 500,000 messages shared and commented on.
Wisesight’s insights show that Facebook remains the primary battlefield where political parties and media distribute news and policies, accounting for over 65% of activity with more than 300,000 messages and around 71 million engagements.
Notably, TikTok has experienced a remarkable surge, becoming the second most viral political platform with about 10% share, roughly 50,000 messages, and over 62 million engagements. Despite fewer posts than other platforms, TikTok’s short video content and algorithm targeting new audiences closely rival Facebook’s impact, highlighting how video formats are capturing broad social media user attention.
Among parties, the Prachachon Party has dominated online media with an impressive 70 million engagements, leveraging a communication strategy centered on questioning social structures and ideological issues, generating both strong support and sharp criticism simultaneously.
The party’s launch of professional team members, including Munin Pongsapan, Bowornsorn Leerapan, and Piangphano Boonklam, attracted middle-class voters seeking systemic change, even as party representatives faced challenges from dissenting groups in some areas.
Beyond Prachachon, Pheu Thai presents an interesting case. Dr. Chen Yoschanan Wongsawat, their prime ministerial candidate, promotes an economic overhaul campaign with tangible policy outcomes, featuring younger representatives to refresh the party’s image and reduce past conflicts, alongside intense political rebuttals on major stages, garnering over 21 million engagements.
Bhumjaithai Party rose to third place with over 15.2 million engagements, boosted by the personal popularity of Anutin Charnvirakul, who individually accounts for 4.7 million engagements, and their grassroots economic initiatives appealing strongly to merchants and laborers, reflecting that livelihood policies remain a key concern for netizens alongside structural issues.
The longstanding Democrat Party, under Abhisit Vejjajiva’s leadership and with the political influence of Chuan Leekpai, is showing signs of reclaiming its conservative base on social media, with total engagements exceeding 7 million. Meanwhile, the Sangkhom Party has emerged as a dark horse, ranking fifth with 5.8 million engagements by focusing on sovereignty and security issues, aligning with public interest during the cost-of-living crisis seeking clear economic solutions.