With high internet penetration rate, the Philippines has significant part of its population spending hours online daily. Mobile usage dominates, which has implications on content and marketing strategies.

Social media

Filipinos are among the top users of social media globally. Platforms like Facebook, Instagram, and TikTok are extremely popular, making social media marketing a critical strategy for businesses operating in the Philippines.

Facebook is the most popular social network. With 94.6% of active monthly social media users in the country, it’s essential for targeted advertising and customer engagement.

Video platforms are also very big. YouTube is the second largest social media platform with 57.70 million users. TikTok has been growing rapidly as well and reached 43 million users in 2023. TikTok is ideal for creative, short-form video content that can quickly go viral, while YouTube is more suitable for longer-form video marketing, product reviews, tutorials, and influencer collaborations.

Instagram experienced a slight user decline in the recent years, still around 20 million Filipinos use Instagram, making it a hub for lifestyle and visual marketing.

E-commerce Growth

E-commerce is booming, with regional platforms like Lazada and Shopee leading the charge. Digital marketing campaigns on these platforms are crucial, leveraging both paid advertisements and organic content to drive sales. Brands often use these platforms not just for direct sales but also for integrated marketing campaigns including flash sales, live streaming events, and exclusive product launches.

Influencer Marketing

Influencer marketing is especially effective in the Philippines due to the high trust in personal recommendations among Filipinos. Collaborations with influencers can lead to significant boosts in brand visibility and credibility, thanks to their ability to connect authentically with their followers, and generate new customers and sales.

Content Marketing

Content marketing is an effective long-term strategy in the Philippines, especially in B2B, where businesses are looking to build brand authority, enhance engagement, and improve customer relationships. The most common types of content being leveraged for these strategies include:

  • Blogs remain a standard in the content marketing mix due to their SEO strength and ability to provide detailed, informative content.
  • There’s a significant tilt towards video content, driven by high engagement on social media platforms. Videos are often used to explain products, share customer testimonials, or provide entertainment.
  • Podcasts are gaining popularity in the wide range of topics – from business and technology to lifestyle and entertainment. Podcasts are particularly appealing due to their convenience and accessibility.
  • Ebooks and white papers are often used for lead generation and to establish thought leadership, particularly in B2B marketing.

To be successful with content marketing in the Philippines, focusing on local preferences and behaviors is key.

If possible, we recommend utilizing Filipino or regional dialects where relevant to make the content more relatable. Even in English content, incorporating local expressions can make messages resonate better with Filipino audiences. Tailoring content to local events, holidays, and cultural nuances in another easy way to be relevant in the market.

As Filipinos are known for their love of storytelling, content that tells stories – whether they’re customer success stories, employee spotlights, or brand histories – is specifically engaging. This method of emotional engagement can lead to higher levels of interaction and loyalty. Using interactive elements such as quizzes, polls, and contests can be also very effective, especially on social media.

As we look towards the future, the digital marketing scene in the Philippines is set to grow even more vibrant and influential. By staying informed about these trends and adapting your strategies accordingly, your business can not only survive but thrive.


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