Meta Thailand revealed user behavior data showing that 85 percent of content shared via chat are Reels, while also opening multiple revenue streams for creators to develop.
Meta Thailand disclosed Instagram usage trends for 2026, stating that the platform has evolved beyond a simple photo-sharing space to become the infrastructure fully connecting the lifestyle, business, and creator economy in Thailand. This is reflected in three major changes: an expanded user base crossing age groups, Reels sharing via private messages becoming a main interaction mechanism, and a wider variety of revenue opportunities for creators.
Prae Damrongmongkolkul, Country Director of Facebook Thailand from Meta, revealed that Instagram’s user base in Thailand has significantly expanded across age groups, reaching up to 80 percent of Gen Z. Meanwhile, over half—more than 50 percent—of adults including Millennials, Gen X, and Baby Boomers now include Instagram as part of their lifestyle, resulting in a broader and more affluent user base.
Additionally, Thai users exhibit multi-app usage behavior at 79 percent higher than the Asia-Pacific regional average. It was found that 94 percent of monthly Instagram users in Thailand also regularly use Facebook, facilitating brands’ cross-platform marketing strategies.
Regarding communication behavior, Reels and private messages (Direct Messages) have become the main modes of usage, aligning with global trends where users spend more than 50 percent of app time watching Reels.
Importantly, Reels serve as the starting point for private conversations. According to Meta’s Generation Zeitgeist 2025 study, 85 percent of content shared via Instagram chat consists of Reels.
Meta terms this behavior “Digital Pebbling,” likening it to penguins passing stones to express bonds. In Thailand, this is reflected in unique user behavior: instead of typing the word “miss you” in regular text, many choose to show care by sending personal Reels directly to close friends, whether funny clips, cooking recipes, or travel spots they wish to visit together. This natural and private sharing has become the most powerful growth driver for creators on the platform.
From the creator perspective, Meta states that future success will no longer be measured by follower count, as Instagram’s algorithm now prioritizes content value and engagement rate over follower numbers. The Generation Zeitgeist 2026 study found that 81 percent of consumers consider expert knowledge the most important quality in a creator, surpassing humor, accessibility, or fame.
This shift opens opportunities for niche creators—such as beauty, food, and finance sectors—where new creators can achieve 2 to 3 million views from a single Reel if the content matches audience interests.
Regarding monetization, Meta is expanding diverse channels. Partnership Ads allow creators to promote brands through their own content. Additionally, there is a Creator Marketplace to match brands with suitable creators, and Subscriptions to offer exclusive content to fan groups.
For Affiliate Commerce, which currently connects over 5 million creators worldwide to affiliate accounts on Facebook, Meta plans to bring the Affiliate Partnership program with Shopee—launched on Facebook in Thailand last year—to Instagram in the coming weeks. This will enable creators to more easily earn income from product recommendations.
Meta emphasized that Thailand is one of the most vibrant Instagram communities in Southeast Asia.