BANGKOK - Whether she is perched in the back of a water truck, gingerly plucking weeds with her manicured nails or staring down a stray dog on the streets, Ms Pattaramon Thocharoen is always camera-ready with a full face of make-up and several poses. Also known as...
“This was the profession that my parents did to raise me, so I’m proud of it,” said Ms Pattaramon, whose mother was a street sweeper and father a garbage truck driver. Both are retired.
With the rise of what some experts term “working-class” influencers, low-wage earners like Ms Pattaramon have found an avenue to supplement their earnings by giving others a peek into their daily lives on social media. “Many of them don’t set out to be influencers. Some might be posting mundane content of themselves at work or cooking at home. But it’s the small things like them speaking in the local dialect, or coming from a similar background, that allow their content to resonate with the majority of people,” he said.
Influencers from the working-class or minority backgrounds are breaking the mould and defying stereotypes, said social analyst Daniel McFarlane, a digital economy lecturer at Thammasat University’s School of Global Studies. Data collected by Platform Group showed that the segment of working-class or rural influencers tends to do better in marketing campaigns targeted at specific regions or socio-economic groups in Thailand. For example, having a creator who speaks the local dialect for a regional campaign can increase engagement levels by more than 70 per cent, said Dr Poiluang.
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