Abstract
The article provides an overview of family, parenting, and kid influencers in Thailand by focusing on the intersection of family dynamics, cultural values, and child development to maintain social media presence, gain social support, and monetize content. Specifically, I explore the narrative strategies that are commonly used in family-oriented social media content by drawing from my observation of 494 social media posts by 13 of the winners of the family influencer awards category from Thailand Social Awards by Wisesight (2018–2025) and Thailand Influencer Awards by Tellscore (2019–2024). For each influencer, I analyze the 12 most viewed videos of the account and two most viewed videos per month from April 2024 to April 2025, including the comments on each video. In this article, I discuss the themes of “Representing close-knit family relationships,” “Reinforcing Thai cultural competence,” and “Recognizing kids’ development and talents.”
Introduction
Since the mid-2000s, Thailand has welcomed the rise of new genres of influential internet users, reflecting the evolving landscape of social media and influencer culture. The journey began with the first wave of young Thai women, such as “lovely school girls,” “webboard stars,” and “talented ladies,” gaining popularity online as “net idols” (Limkangvanmongkol & Abidin, 2018). Following this initial wave, Thai beauty bloggers emerged as prominent figures around 2009, sharing beauty tips and promoting products on platforms such as Bloggang (Limkangvanmongkol, 2018). In subsequent years, Thai lifestyle content creators diversified their focus, producing content on topics such as beauty, food, travel, electronic devices, and other lifestyle niches (Limkangvanmongkol, 2021). More recently, Thailand has witnessed a significant surge in the emergence of diverse groups of influencers and creators, in particular, family influencers. These individuals have carved out a unique space within social media by sharing parenting insights, showcasing family life, and/or centering their content around their kids, which could be monetized through brand partnership and sponsorships. Their growing popularity reflects broader societal shifts toward valuing family-oriented content in the digital age.
Overview of family influencers in Thailand
The digital landscape in Thailand has witnessed rapid expansion, with over 50 million active social media users out of a population of 70 million (MGR Online, 2023). Social media usage has become deeply embedded in daily life. Thailand ranks among the top globally for social media behavior and time spent online, with an average daily internet usage of 7 hr 25 min recorded by the National Board of Digital Economy and Society Office in 2023, positioning the country as one of the leaders in digital engagement worldwide (MGR Online, 2023). As of 2025, the content creator industry in Thailand—excluding digital advertising—is valued at 45 billion baht ($1.3 billion USD), growing at an annual rate of 25-30% (Influencer Economy in Thailand, 2024). According to statistics from Linktree, Thailand currently hosts approximately 9 million content creators, accounting for about 12.86% of the total population (Thairath Money, 2024). These creators range from mega- to nano-levels and include both full-time and part-time professionals. Among these, there are 2 million full-time creators actively contributing to the industry, as reported by YDM Thailand (Maneesaengsakorn, 2024).
Suvita Charanwong, Co-Founder & CEO of Tellscore Co., Ltd., reported that a prominent subcategory of digital creators who are gaining significant attention in Thailand is the family influencer community. This trend aligns with evolving lifestyles surrounding parenting and family dynamics (Thairath Money, 2024). In my research, I have found that celebrity-run accounts-such as Beam-Oil Channel (singer Beam D2B), MomMe Chidjun & Family (actress Chidjun), and Guy Haru Family (actor Guy and actress Haru)—all of whom were famous before becoming online creators. They offer behind-the-scenes glimpses into their family lives, allowing fans to connect with them on a more personal level beyond their mainstream media appearances. In addition, “ordinary celebrities” (Turner, 2010) who become content creators produce relatable content about family life that resonates with their audience. Family influencers utilize platforms like YouTube, TikTok, Facebook, and Instagram to document their personal experiences while monetizing their content through brand partnerships and sponsored posts (Abidin, 2017).
Family, parenting, and kid influencer awards in the spotlight
In the scholarship, Abidin (2017) describes family influencers as creators who blend everyday content with a deliberately “amateur” style that drives profitable engagement. Astuti (2022) portrays kid influencers as hyperreal figures whose online personas serve as vehicles for commodification, with parents managing accounts to capitalize on cultural and social assets. Tur-Viñes et al. (2018) detail the evolution of casual posting into professionalized content creation on YouTube, supported by continuous parental involvement and brand placements.
In Thailand, family influencers have become a recognized category in various influencer awards. The Thailand Social Awards is a prestigious event celebrating excellence in social media across various categories. Organized by Wisesight, a leading social media analytics provider, the awards recognize content creators who promote creativity and advance Thailand’s digital economy. Held annually since 2013, the event honors brands and creators for their impactful social media presence. Since 2018, Wisesight has included Parenting and Kid Influencer Awards as a category, with past winners including Little Monster, Chujai Family, and Beam-Oil Channel (Thailand Social Awards, n.d.).
In addition, the Thailand Influencer Awards organized by Tellscore is a prominent annual event celebrating influencers and brands in Thailand’s digital marketing landscape. These awards recognize content creators who contribute to the online economy by fostering brand awareness, engaging audiences, and driving sales. The event highlights influencers’ role in shaping consumer behavior and promoting responsible content creation. Since its inception in 2019, Tellscore has included the Best Family & Parenting Influencer Awards (Thailand Influencer Awards by Tellscore, n.d.).
The winners in the Parenting, Family and Kid Influencer category are listed in Table 1.
The winners in the Parenting, Family and Kid Influencer category are listed in Table 1.
In this article, I explore the narrative strategies that are commonly used in family-oriented social media content by drawing from my observation of 494 social media posts by 13 of the winners of the family influencer awards category from Thailand Social Awards by Wisesight (2018–2025) and Thailand Influencer Awards by Tellscore (2019–2024). For each influencer, I analyze the 12 most viewed videos of the account and two most viewed videos per month from April 2024 to April 2025, including the comments on each video. In this article, I discuss the themes of “Representing close-knit family relationships,” “Reinforcing Thai cultural competence,” and “Recognizing kids’ development and talents.”
Representing close-knit family relationships
Family content generally centers on harmony and unity, reflecting the essential role of family in societal and personal identity within Thai culture. Collectivism profoundly influences family dynamics, fostering close-knit relationships and shaping parenting practices. Thai society emphasizes interdependence and group harmony, with families serving as the central unit of social and emotional support (Suranakkharin, 2014). Junla and Yotanyamaneewong (2024) propose that Thai parents who strongly value family and group harmony tend to be warmer and more caring toward their children, which leads to positive child adjustment outcomes.
The Beam-Oil Channel portrays family life primarily through Daddy Beam, Mommy Oil, male twins Thee and Phee, and female twins Anya and Aiwa. Each video reflects these values by showcasing the family’s daily life at home or outings as idealized moments of connection. Mommy Oil mainly cares for the four children, while Daddy Beam spends time playing with them. Expressions of love—such as saying “I love you,” hugging, and kissing—are common. The male twins also play with and care for the female twins. Mommy Oil and Daddy Beam exhibit warmth while enforcing family obligations. For example, when one male twin hurt the other, Mommy Oil did not resort to physical punishment, but instead grounded the hitter by hugging him tightly and counting from one to ten. The discipline strategy aligns with Chinvarakorn et al. (2017), suggesting that Thai parents are more likely to use supportive, nonphysical discipline. Moreover, the videos also highlight emotional connections among the twins. When one child was unwell, the others checked in on them. Similarly, when one female twin struggled to keep up while running, the other siblings ran back to check on her. These interactions emphasize how family members support each other in nurturing ways.
Moreover, the Beam-Oil Channel reflects family dynamics rooted in collectivistic culture by maintaining relationships across generations. The videos often showcase activities involving Daddy Beam and Mommy Oil’s parents, siblings, nieces, and nephews. In the video “We Are 5!” (Beam-Oil Channel, 2024), grandparents, siblings, nieces, and nephews reunite to celebrate the male twins’ fifth birthday, with multiple superhero-themed cakes and birthday gifts from relatives. In some other videos, Daddy Beam’s brothers who live in the other province join the family reunion, and the effort committed by all the relatives to travel and spend time together underscores the emotional closeness rooted in collectivist values (Panthachai & Kakkaew, 2024). In addition to audience commenting on the twins’ liveliness and development, the audience also positively highlights the warmth of the family reunion, the loving relationship between the grandparents and the twins, and the appeal of the family’s everyday life.
Reinforcing Thai cultural competence
Familiarizing children with Thainess and portraying Thai elements in family-oriented content promotes Thai cultural competence. As Professor Dr. Parichart Sthapitanonda, Acting Vice President of Academic Affairs and Social Outreach at Chulalongkorn University argues, Thainess embodies the unique identity and character of Thai people, as perceived by outsiders who recognize the distinct traits that differentiate Thais from others. One of the most tangible expressions of Thainess is wearing traditional Thai clothing, which serves as a visible representation of this cultural identity (Chulalongkorn University, 2024).
The video “Wearing Thai Clothes for the First Time! Chaos at Saththa Thai Park, Ratchaburi . . . Gin Rainnie” (Little Monster Family, 2019) follows the family’s first visit to Saththa Thai Park, a cultural and historical attraction in Ratchaburi. Daddy Weng, Mommy Took, Gin, and Rainnie immerse themselves in Thai heritage by wearing traditional attire, exploring historical sites, and engaging in activities like lucky draws, baking luk chup (traditional Thai sweets), and listening to historical stories, such as those about Theravada Buddhism. The video featuring children enjoying their time at historical sites invites audiences to imagine themselves experiencing similar joy. This effect can be understood through Emotional Contagion Theory (Hatfield et al., 1994), which explains how positive emotions and cultural appreciation are transmitted from the family to the audience. By capturing the children’s excitement and newfound appreciation for Thai heritage, the video fosters cultural pride and unity. The parents express that the cultural site emphasizes the park’s educational value, while the eldest daughter shares her enjoyment. Audience comments reveal the video’s success in inspiring visits, such as one stating, “Thank you for making me want to visit the site again. It’s such a great place to visit-perfect for history and nature lovers. You must try it at least once.”
Recognizing children’s development, growth, and talents
Family-oriented content highlights children’s development, growth, and talents by incorporating activities and tasks that challenge them. The activities encourage problem-solving and resilience as children navigate obstacles (Khayankij, 2024). In addition to activities in and outside the classroom, family influencers also narrate stories of kids taking a short trip abroad.
The video “When Kids Have to Live Far from Home, Far from Parents for Half a Month‼” (MomMe Chidjun, 2024) documents the first time MomMe Chidjun’s children have been away from home for half a month as they travel to Shanghai. The video highlights the challenges and adjustments the children encounter, such as adapting to new routines, coping with homesickness, and navigating unfamiliar environments. Through a variety of camp activities, including language classes, cultural workshops, and outdoor adventures, the children develop new skills, form friendships, and learn to support one another. Despite missing their parents, regular video calls with MomMe provide comfort and a way to share their experiences. Over time, the children demonstrate resilience and adaptability, expressing pride in their growth and gratitude for the opportunity, while MomMe Chidjun reflects on the importance of fostering independence and maintaining strong family bonds.
One audience comment captures the emotional impact of the video: I’ll cry following MomMe, like sending them to school. I’ve seen them since they were little, and now they’re grown up. It touches my heart, but it’s also heartbreaking. They’ve reached the age where they can take care of themselves and start living independently. Now, they might say it’s freedom, but when they really have to live alone, they’ll miss MomMe a lot.
This emotional response reflects how repeated exposure to family-oriented content creates a “collective consciousness” (Gerbner, 1998), allowing audiences to feel deeply connected to the family’s journey. As audiences have followed MomMe Chidjun’s children since they were younger, a parasocial relationship (Horton & Wohl, 1956)—a one-sided emotional bond—develops between the audience and the family members. This bond evokes strong emotional reactions when influencers experience milestones or challenges because audiences feel invested in their lives.
Conclusion
The incarnation of family influencers has shaped family-oriented content that garner online audience’s attention in the Thai digital landscape. While promising family, parenting, and kids influencers could accumulate social capital in the form of followers and audience, and economic gain through brand partnership and sponsorship, the core narrative strategies that could engage audiences to trust the influencers are representing close-knit family relationships; reinforcing Thai cultural competence; and recognizing children’s development, growth, and talents.
Footnotes
Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.
Declaration of conflicting interests
The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.