What’s Next for Short Video in Thailand: Beyond the Endless Scroll

What’s Next for Short Video in Thailand: Beyond the Endless Scroll

Remember the good old days when a 15-second TikTok was a novelty? A quick dance challenge, a cat being mildly silly, and we were hooked. Fast-forward to 2026, and the short-video landscape in Thailand is no longer just about viral dances and funny skits. It's a pulsating, multi-faceted universe that's reshaping how we consume content, shop, and even learn. The endless scroll isn't over, but the content within it is getting a serious upgrade.

So, what's next? Prepare for a seismic shift from passive consumption to immersive, purpose-driven experiences.

1. The Rise of "Infotainment" - The Smart Scroll

Thai users have a voracious appetite for knowledge, and they're increasingly turning to short videos to get it. Forget long-winded documentaries. The next wave of short-form content will be "infotainment" at its finest. Think of micro-tutorials on everything from cooking a perfect tom yum goong to explaining complex financial concepts in 60 seconds. Creators who can distill complex information into bite-sized, engaging, and visually stunning videos will be the new rockstars.

This trend is also being fueled by a growing demand for authentic, user-generated content (UGC). People trust other people's experiences more than polished brand messages. This means a surge in "day in the life" videos from entrepreneurs, "what's in my bag" from local designers, and unfiltered product reviews from everyday users. Authenticity isn't a buzzword anymore; it's the currency of the future.

2. The Live-Commerce Takeover - From Content to Cart

If you're not selling something, you're missing out. The line between entertainment and commerce is blurring to the point of non-existence. In 2026, short video platforms will be more than just a place to watch; they'll be a one-stop-shop. Live-commerce, where influencers and brands sell products in real-time through live streams, is already a major force, but it's about to get even more sophisticated.

Imagine this: a fashion influencer shows off a new dress, and with a single tap on the screen, you can buy it directly. The entire process, from discovery to purchase, happens within the app. Short videos will act as the sizzle reel for these live shopping events, building hype and driving traffic. This trend will be a game-changer for SMEs in Thailand, allowing them to bypass traditional e-commerce platforms and build a direct, loyal customer base.

3. Hyper-Personalization and Niche Domination - The Long Tail of Short Video

We've moved past the era of generic, one-size-fits-all content. The algorithms are getting smarter, and so are the users. The future of short video in Thailand is all about hyper-personalization and the rise of niche communities. Instead of just a "for you" page, expect to see more specific feeds tailored to your deepest, most unique interests.

Are you a fan of vintage Thai movie posters? There will be a community for that. Obsessed with making miniature clay sculptures? You'll find your tribe. This shift means that creators no longer need millions of followers to be successful. A dedicated, highly engaged audience of a few thousand can be more valuable than a million passive viewers. This "long tail" of content will open up opportunities for a new generation of micro-influencers and specialized creators.

4. AI-Powered Creativity and the Virtual Influencer Invasion

Don't be surprised to see a new type of creator on your feed: one that's not even human. AI is no longer a futuristic concept; it's a co-pilot for content creation. From generating scripts and editing videos to creating hyper-realistic avatars, AI tools will make it easier for anyone to become a creator.

The rise of virtual influencers, AI-generated personalities with their own distinct styles and backstories, is another trend to watch. These digital characters can be a powerful marketing tool, offering brands complete control over their messaging and avoiding the controversies that sometimes plague human influencers. While they'll never fully replace the human touch, virtual influencers will add another layer to the short-video ecosystem, blurring the lines between reality and the digital world.

The Road Ahead

The short video landscape in Thailand is an exhilarating and ever-evolving space. As we hurtle toward 2026 and beyond, the key will be to look past the fleeting trends and focus on what truly matters: authentic connection, valuable information, and seamless experiences. The endless scroll isn't just a habit; it's a journey, and in Thailand, that journey is about to get a whole lot more interesting.