Meta has launched its first dedicated Instagram brand campaign in Thailand, tasking creative advertising agency BBH Singapore with creative development. The 10-week campaign, running across digital channels, aims to increase Reels creation among millennial and Gen Z users, according to Marketing APAC.

Two hero brand films anchor the campaign, positioning Instagram as a platform where relationships and personal interests intersect. Six 20-second Reels complement the films, drawing on local humor. An additional 15 pieces of creator-led content feature Thai influencers, including @Chopluem, @Nisamanee, and @Glloysght, aimed at lowering the barrier to active posting.

“What really stayed with us is how Thai people have this natural ability to find humor, meaning and beauty even in the most ordinary or uneventful moments,” Janson Choo, Executive Creative Director at BBH Singapore, said in a statement. “Instagram Reels is a natural extension of that mindset.”

Instagram’s user base in Thailand reached 22.2 million as of March 2026, up from 18.5 million at the start of 2025, per Campaign. Nearly two in five Gen Zs in Thailand spend two or more hours on Instagram daily, and more than half actively post photos and Reels.

The campaign launches amid intensifying platform competition. According to a recent AnyMind Group report, TikTok accounted for nearly two-thirds of influencer campaign activity in Thailand in 2025, while Instagram’s regional share dropped from 51% in 2023 to under 36% in 2025 across Asia-Pacific markets tracked by the firm’s AnyTag platform.

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