Twitter channels helping brands benefit from audience 

Twitter is “the interest network” and not just a social network, said Arvinder Gujral, the platform’s managing director for Southeast Asia, and Thailand remains its fastest-growing market after eight quarters at the top and a growth rate between 35 and 55 per cent. 
At 68 per cent of Twitter users in Thailand, millennials dominate the platform nationally. Some 55 per cent of users in the Kingdom turn to Twitter daily, and that is very important, says Gujral, “not only in numbers but [also because] users in Thailand are quality users who have always been engaged with the platform”, said Gujral.
In 2017, millennials engage on Twitter to follow K-Pop entertainment, but by the next year, a lot young people had come aboard to follow local entertainment. 
Video is the content that Thai users most engage with, accounting for around 80 per cent of content consumed in the country. Most popular is video related to K-Pop as well as other local and global entertainment content. 
“We are already the second screen for young users in Thailand,” he said.
Twitter is a real-time phenomenon that allows people to catch up on the current situation with hashtags, he notes. Entertainment is the largest content category on the platform, and so brands prefer to engage their customers via Twitter.
The most important phenomena always appear first on Twitter, such as the over 3 million tweets related to #ThaiCaveRescue sent in just three days.
Partnerships draw a lot of users to engage on the platform, such as One Championship which leads with 110 million views, and WorkPoint, NBA, and Fifa World Cup. 
Aimme Sitthisenee, the Thailand country lead for MediaDonut, which is an official local partner of Twitter in the Kingdom, said that the most tweeted hashtags and handles were engaged largely by the millennial generation, who are between 16 and34 years old. 
Entertainment accounted for nearly all of the most-tweeted hashtags and handles last year, with local television programmes, celebrities and K-Pop seeing the highest number of conversions. 
Aimme says Twitter complements television. The most tweeted hashtags clearly reflected the fact that Twitter is where public conversations about television programmes happen in real-time, especially for drama series. 
Brands should engage with their audiences, not focus on follower numbers, she said. The most tweeted-about accounts were not those with the highest number of followers, but instead those that most actively engaged in conversations with audiences and focused on building communities of fans. 
She noted Twitter’s “In-stream Video Sponsorship” product, that allows brands to advertise their content with a pre-roll ad format for Twitter’s content partners, who number around 1,000 globally and more than 10 in Thailand. Two more types of ads on Twitter also facilitate brands that wish to engage with their audiences, including Promoted Photo and Promoted Video, which are shown on the feed. 
She added that Twitter is the place for launching new brand products; for connecting to engaged audiences and community; and for catching up on what is happening and trending with real-world content.