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Social media has reshaped the way we communicate, revolutionizing the way people interact and businesses operate in the digital landscape. It’s become more than just a platform for sharing—it’s now a critical space for building brand identity, driving eCommerce, and streamlining customer service.
By creating a direct and constant link between companies and their audiences, social platforms have blurred the lines between online and offline experiences, offering new ways to engage and remain competitive.
In the Philippines, this transformation is especially significant, influencing consumers’ decisions and businesses’ marketing strategies to keep up with shifting trends.
Let’s look at the numbers to showcase social media’s effects. According to Statista, the world’s social media user count is over 5 billion people as of 2024. In a more local setting, in 2024, the Philippines ranked fourth (4th) worldwide with one of the highest social media usage rates. The country’s average daily use was just a little under three (3) hours, which is 45.6% higher than normal.
The most popular social media platforms in the Philippines are
- Facebook Messenger
- Tiktok
- X (Twitter)
Each platform caters to distinct user demographics, offering marketers opportunities to better connect with their intended audiences. By understanding the relevant social media statistics and usage patterns in the Philippines, you can effectively integrate these platforms into your digital strategies.
Here’s the lowdown on the history of social media in the Philippines, its impact on the Filipino population, and emerging trends shaping its future.
The History of Social Media in the Philippines
Before getting into the start and impact of social media in the Philippines, let’s first explore when the country started connecting to the international web. On March 29, 1994, Benjie Tan started the Philippines’ first internet connection via a PLDT network center in Makati City.
When did blogging become popular in the Philippines?
Most can attribute the rise of Philippine blogging to the increasing accessibility of the Internet and the proliferation of Internet cafes during the early 2000s.
Since establishing the country’s link to the World Wide Web, the digitalization of the Philippines slowly gained traction. Many early Filipino bloggers started with personal journals or diaries, gradually moving into content that covered various topics, from lifestyle and travel to politics and technology.
This era saw a growing number of Filipinos gaining online access, and blogging platforms like Blogger and WordPress provided a user-friendly way for individuals to create and publish their content.
The blogging community became more defined around 2005 when the first major blogging conferences, such as iBlog: The Philippine Blogging Summit, were held. These events helped unite bloggers and fostered a sense of community.
When did social media use in the Philippines become more widespread?
In 2002, social media use in the Philippines began to gain popularity with the rise of Friendster, one of the first social networking platforms to penetrate and thrive in the country. At its peak, Friendster had over 8 million users, with its Testimonials section, locally known as “testi,” being a standout feature.
It was a section of a user’s profile where users could leave comments about the person, whether it be a lengthy essay describing how they met or how appreciative they were of each other.
Facebook then came online and gained traction. By 2008, it began to surpass Friendster and MySpace in terms of daily active users, marking a significant shift in the local social media landscape.
The transition from Friendster to Facebook was swift. By 2009, Facebook had overtaken Friendster to become the dominant social media platform in the Philippines. Most can attribute the rise of Facebook to its more advanced features, including photo albums, status updates, and the ability to “like” and comment on posts.
During this period, Twitter also started gaining social media users in the Philippines, especially among younger users. Twitter, now X, became famous for real-time updates, celebrity interactions, and public discourse, further broadening the social media landscape.
Why do Filipinos use social media so often?
The surge of Filipino users on these channels is due to several factors. Their strong community-oriented culture and need for strong social connections with family and friends, especially with millions of overseas workers, drive engagement on these platforms.
Social media also serves as a primary source of entertainment, news, and self-expression, with affordable mobile data making it accessible to most. Lately, Filipinos are using these platforms for eCommerce opportunities, using them to open small businesses.
The rise of influencers further enhances social media’s appeal, making it an integral part of everyday life in the Philippines. Here’s a chart that outlines how Filipino citizens utilize these communication mediums to better understand how monumental social media is to modern Filipino culture.
Source: Date Reportal
How prominent is social media as a marketing tool in the Philippines in 2024?
In 2024, social media remains a crucial marketing tool in the Philippines, with its influence continuing to grow due to the country’s high social media penetration and mobile-first internet access. During Q3 of the previous year, 94.6% of internet users in the Philippines accessed Facebook, averaging nearly 27 hours per month, cementing its status as the country’s most popular social media platform.
While Facebook is the most used app in the country, that’s not to discredit the other platforms that are making it big in Philippine cyberspace.Instagram, TikTok, and YouTube are among the others used by businesses to reach diverse audiences, from urban consumers to rural communities.
Though Facebook dominates as the preferred platform for advertising, TikTok’s short-form video content has become an effective way to engage younger audiences. The affordable mobile data plans make these platforms accessible to a vast population, enabling brands to leverage social media for direct engagement, brand awareness, and sales.
Influencer marketing has become a powerful strategy, with Filipino content creators commanding large platform followings. These influencers, who range from lifestyle bloggers to TikTok stars, play a significant role in shaping customer behavior, and companies frequently partner with them for product endorsements.
Social commerce is also flourishing, with platforms like Facebook Marketplace and Instagram Shops allowing businesses to sell directly to consumers. These means of selling simplified the buyer journey and enhanced the convenience of online shopping, further cementing social media as a critical component of e-commerce strategies.
With many social channels available, it’s now a matter of leveraging the proper one for your company. But how do you choose which one is the best for social media marketing in the Philippines? We’re here to provide insights on the country’s most prominent social media trends marketers can incorporate into their strategy.
Social Media Trends in the Philippines
1. The rise of Instagram reels and their contribution to marketing success
One of the most prominent social media trends in the Philippines is the rise of short-form videos. One example is Instagram reels. In 2021, the Instagram reels feature—more commonly known as IG reels— entered the Philippines. Businesses now have an additional means of advertising their goods and services by capitalizing on short-form videos that are slowly taking over cyberspace.
2. Brand partnerships with influences on social media
Influencer marketing has been around for quite some time. This type of marketing leverages an influencer’s following to get more conversions. While this technique isn’t new, it still proves very effective.
Almost 69% of people bought a product due to an influencer’s recommendation. Moreover, it’s also significantly less expensive than reaching the same audiences with paid advertising efforts.
3. The rise of the one-minute video
The primary purpose of one-minute videos is to be brief, direct, and concise. Per statistics, social media users’ attention spans only last for 8 seconds, making it crucial to deliver something impactful immediately.
These time-restricted films are effective in doing so because they’re quick and fun to consume, making it simple for users to digest information. Moreover, these short-form videos are easy on the eyes and are made specifically for mobile viewing, so you don’t need to hold your phone horizontally to watch a clip.
4. User-generated content
In line with one-minute videos, user-generated content is now the norm, with Filipinos actively creating and sharing content on platforms like TikTok, YouTube Shorts, and Instagram. A desire for genuine, relatable content and a deeper connection with online communities fuels this shift from passive consumption to active creation.
UGC provides a more authentic representation of consumer experiences, which resonates strongly with audiences compared to traditional advertising. In the Philippines, 56% of respondents said they engage with user-generated content because it boosts their confidence in making purchases.
With that, brands are increasingly harnessing this trend by incorporating UGC into their marketing strategies, benefiting from the trust and credibility that comes from endorsements by real users.
5. Social media eCommerce takes center stage
Instagram Shops and Facebook Marketplace have become popular venues for Filipino businesses to showcase their products, offering a seamless shopping experience. For instance, a local fashion brand might use Instagram Shops to display its latest collection, allowing users to browse and purchase items without leaving the app.
According to Statista, social media platforms in the Philippines will keep seeing significant growth in eCommerce, with experts predicting the market value to be $60 billion by 2030.
6. Live selling becomes more prominent
Live selling lets brands or influencers engage with their audience in real time while showcasing products. This interactive format helps build trust and drive immediate sales through live demonstrations and Q&A sessions. Reports state that 47% of Filipino live sellers stream daily to their audiences.
Filipino brands like local beauty and fashion retailers have leveraged platforms like Facebook Live and Shopee Live to host live selling events. These sessions often feature exclusive discounts and real-time interaction with viewers, creating a sense of urgency and excitement.
7. Nostalgia marketing takes over social media
Nostalgia marketing taps into the emotional power of the past, appealing to audiences’ fond memories and sentiments. This trend involves using retro visuals, music, and references to evoke a sense of nostalgia.
An excellent example of nostalgia marketing is Jollibee’s “Kwentong Jollibee” commercials that feature OFWs. With the fast-food chain deeply rooted in Philippine culture, many of those abroad can fondly remember the days when they went to the restaurant when they were younger, and thus, they would want to visit a branch to relive those memories.
8. Micro influencers make it big
Micro-influencers, with smaller but highly engaged followings, are becoming more influential in social media marketing. They offer a more authentic and relatable connection with their audience than larger influencers.
For instance, a local skincare brand might partner with a beauty blogger with 10,000 followers who has a highly engaged audience in the beauty community. The odds of converting these viewers are 20% higher than those with a larger follower count.
9. Artificial intelligence (AI) propels Philippine social media marketing forward
AI-powered tools like chatbots are being used by Filipino businesses to handle customer inquiries on platforms like Facebook Messenger and Instagram, providing quick and personalized responses.
Many companies, such as Coca-Cola and Sephora, are also using AI to create a steady stream of content to engage audiences. Coca-Cola uses AI-generated images to show users what the year 3000 might look like, while Sephora allows customers to try on different types of makeup virtually before purchasing.
10. Photo dumps become the norm
Photo dumps, where users post a collection of unedited or candid photos, have become a popular trend. This trend emphasizes authenticity and a more relaxed approach to content sharing. A brand that shares unedited pictures from an event abroad can look more genuine to its target audience.
Most Prominent Social Media Issues in the Philippines
As social media continues to dominate communication and information-sharing platforms in the country, it brings several pressing challenges. These issues affect individual users and have broader implications for society.
Some of the social media issues in the Philippines are:
1. Fake news
Fake news is a growing concern in the Philippines. Many citizens identify social media influencers, bloggers, and vloggers as crucial contributors to spreading false information, particularly in politics.
A Pulse Asia survey states that 58% of Filipino adults believe these digital personalities play a significant role in disseminating fake political news. This rampant spread of misinformation on platforms like Facebook and YouTube has complicated efforts to ensure a well-informed public, influencing political opinions and deepening social divides.
2. Cyberbullying
Cyberbullying continues to be a major problem, particularly among young Filipinos. Social media platforms like Facebook have taken steps to combat this by removing millions of bullying and harassment-related posts.
In Q4 of 2023, Facebook reported removing 7.7 million pieces of bullying and harassment content, down from 8.3 million the previous quarter. The numbers reflect the ongoing effort to curb harmful online behavior, but the volume of such content indicates that it remains a widespread issue.
3. Privacy and security
Privacy and data security concerns are at an all-time high in the Philippines. A Unisys survey showed that 90% of Filipinos are seriously concerned about unauthorized access to their personal information, with worries about internet hacking (87%) and bank card fraud (84%) ranking among the top fears.
As Filipinos increasingly share personal data on social media, issues related to unauthorized access and breaches have become a critical concern, affecting trust in social platforms.
4. Social media addiction
The addictive nature of platforms like TikTok, Facebook, and Instagram can lead to excessive use, contributing to negative impacts on mental health, academic performance, and social relationships. Studies indicate that overuse of social media can result in heightened anxiety, depression, and feelings of isolation, especially among teens.
In the Philippines, where mobile connectivity is widespread, the problem of social media addiction continues to grow, affecting users’ productivity and well-being. One study conducted at the Butuan City School of Arts and Trades found that out of 513 senior high students, more than half show addiction to social media, especially Facebook.
5. Internet trolling leading to disinformation
Internet trolling is another issue that leads to the spread of disinformation. Troll armies, often hired during political campaigns, are used to amplify false narratives and manipulate public opinion. A Channel News Asia study notes that trolls receive payment to sway election outcomes, creating confusion and distorting facts.
While the full extent of this practice remains debated, it’s evident that trolling can influence online discourse and perpetuate disinformation.
FAQs
In the Philippines, the fastest-growing social media platform is TikTok, gaining 43.33 million users aged 18 and above in 2023 alone. The platform has exceeded three billion downloads worldwide, making it the first non-Meta (Facebook and Instagram’s parent company) app to do so.
TikTok’s content nature makes it the platform of choice for younger Millennials and Generation Z. From remixes and mashups to dance crazes and convenient shopping, TikTok became a window into modern youth culture.
The best social media platform depends on your business goals. Facebook is the best overall option due to its massive user base and advanced advertising tools, which provide businesses with a broad reach and diverse audience targeting capabilities.
For B2B connections, LinkedIn is the top choice, as it’s tailored for professionals and offers excellent opportunities for networking, thought leadership, and lead generation.
If you’re targeting a younger consumer base, TikTok is ideal for B2C engagement, thanks to its focus on creative, trend-driven video content that encourages high user interaction. Choosing the right platform depends on aligning with your specific business and audience needs.
However, it’s worth noting that Facebook remains the most active social media tool in the Philippines, with about over 100 million users.
Filipinos engage through digital marketing on Twitter/X and use this platform for live information dissemination. Furthermore, the site is also excellent for gathering customer insights and establishing trust because of its short-text post format. These short-text post formats make it easy for businesses to market on Twitter flawlessly. They can send messages directly, without fussing or the flowery words.
Facebook Groups offer businesses and their customers a platform for social proofing. Through this medium, companies could network where customers share their insights and experiences on a plethora of topics, such as brands, pastimes, or products.
Filipino buyers are known for their distinct purchasing habits. An example would be their eagerness to be knowledgeable about the goods and services offered to them. Family, friends, relatives, and coworkers are just a few of the people who have an impact on Filipino consumers’ purchasing decisions.
You can use Facebook groups to engage your target and current audience as a business. You can use these groups to discuss problems and find solutions with your customers. Conversely, you can get feedback from consumer experiences to help you improve.
Leveraging Social Connections
The Philippines has come a long way since its first connection to the international web in 1994, with modern technologies driving continuous development and innovation. Social media, in particular, has transformed how Filipinos connect, communicate, and conduct business, offering endless possibilities for growth and engagement.
As social media continues to evolve, brands in the country have the chance to harness emerging trends and data-driven insights to craft impactful marketing strategies. With the right approach, you can harness the digital world’s power to achieve success further.
If you’re looking to optimize your social media efforts and stay ahead of the curve, Spiralytics offers unparalleled social media marketing in the Philippines to help your business thrive. Contact us today at https://www.spiralytics.com.ph/contact-us/.
