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5 Best Social Media Marketing Strategies in the Philippines

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines

If you're looking to launch a marketing campaign in the Philippines, you might want to consider social media marketing as your go-to strategy. Why? Well, did you know that Filipinos are one of the most active social media users in the world? They spend an average of three hours a day scrolling through their feeds! Plus, with over 86 million social media users in the Philippines (that's more than 73% of the entire population), you're sure to get a ton of exposure and potential conversions.

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - OVERVIEW OF SOCIAL MEDIA USE IN THE PHILIPPINES

When it comes to social media marketing in the Philippines, the most successful campaigns are usually launched on social media networks. But hold up! Before you jump right into creating your campaign, it's important to remember that the Philippines has its own unique market behavior, culture, and trends. So, if you want to see great results, you'll need to adapt and localize your content. This may be done by collaborating with a Philippine social media marketing agency. Of course, we have a bonus for you!

To help you get started, here are some tips to keep in mind when creating your social media marketing campaign in the Philippines.

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - Connect

5 Effective Social Media Marketing Strategies in the Philippines ⬇️

1. Know The Right Platform

Research on the relevant local social media channels

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - 1 Know the right platform: Research on the relevant local social media channels

When it comes to social media marketing in the Philippines, it's important to keep in mind that Filipinos use different platforms depending on their age, purpose, and goals. So, if you want to create a successful campaign, you'll need to figure out which platform fits your budget, time, and target audience.

The top social media platforms in the Philippines are Facebook, Messenger, TikTok, Instagram, and Twitter. The younger crowd tends to hang out on the latter three, while the general and adult audience frequent the first two. If you're targeting Gen Zs and millennials, then TikTok, Instagram, or Twitter might be your best bet. On the other hand, if you're trying to reach those in their 40s and above, then Facebook might be the way to go.

But wait, there's more! Choosing the right platform also depends on your goals. If you want to get more exposure for your brand, you might want to choose several platforms at once. If you're looking to introduce a new product in-depth, longer length videos might be the way to go, which can be published on YouTube.

Picking the right platform is crucial to the success of your campaign. Choosing the wrong one could lead to a waste of time, money, energy, and other resources. So, it's important to know which platforms Filipinos frequent, why they use them, and how long they stay on them. By doing your research, you'll be able to create a killer campaign that resonates with your target audience.

2. Humanize Your Brand

Establish a consistent brand identity and personality

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - 2 Humanize your brand Establish a consistent brand identity and personality

To stand out from other social media campaigns, providing informative content is not enough. Brands have shown that humanistic connections are just as important, and that means bringing some humor and wit to the table.

One of the most popular trends in Philippine marketing right now is brands using less formal language and more creative, humorous posts. This helps to show the "human" side of a brand, breaking away from the traditional "professional" image of companies.

Take the ride-hailing app Angkas, for example. Their social media handlers caption the brand's posts in a way that an average Filipino would, making the brand relatable, funny, and highly shareable. Similarly, Orocan, a plasticware company known for its water containers, coolers, and water pails, has made sure that all its social media content is consistent, each commercial being humorous and out-of-the-box.

By bringing a consistent brand identity and personality to your social media campaigns, consumers will easily remember your brand values and message. This consistency helps to avoid confusion in the market. By showing a humanistic side, your brand can be seen as an old friend that the market already knows and relies on. This approach has proven to be highly successful in the Philippines, so don't be afraid to infuse some humor into your next campaign!

3. Tap The Power of Influence

Collaborate with credible influencers

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - 3

Did you know that over 46% of Filipino social media users follow influencers and experts on social media? These content creators become a source of inspiration, information, and opinion for their followers, and their recommendations can heavily influence their purchase decisions.

Filipino influencers are loved for many reasons–they provide entertainment, humanity, authenticity, and genuineness. Compared to big celebrities, content creators on social media are more engaging to their followers and subscribers. They are also closer to the realities of the average Filipino, making them more relatable and their thoughts more credible. As a result, consumers give heavy consideration to the opinions of these influencers.

Influencers can be found across many platforms, and they vary in niche–from beauty, gaming, visual arts, sports, parenting, to luxury. They also differ in form, with some specializing in short-length videos while others focus more on aesthetic photo posts. Lastly, influencers have different follower sizes, with mega-influencers, micro-influencers, and nano-influencers all playing a role.

Just take a look at the influencer marketing campaign that Spam did in collaboration with Filipino YouTuber, David Guison. It was a huge success! By partnering with a well-known influencer, Spam was able to reach a wider audience and create a deeper connection with their target market.

Whatever your goal, budget, or target audience may be, a Filipino influencer is there to help your brand. The trust they’ve built with their followers along the years will surely be extended to your brand.

4. Ready to ship

Make use of convenient online shopping methods like live selling

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - 4 Ready to ship: Make use of convenient online shopping methods like live selling

Social media platforms have revolutionized the way Filipinos shop online, especially with the introduction of live streaming options. With the ongoing lockdowns and self-isolation, live selling has made it more convenient for consumers in the Philippines to purchase goods without leaving their homes.

It all started with Facebook's live streaming option, and soon other platforms like Instagram and TikTok followed suit. Thanks to social media, customers can now buy products instantly without sacrificing the face-to-face interactions that physical stores offer. Live selling has brought numerous benefits for both brands and customers.

For customers, they feel more at ease buying online because they can see the faces of those selling the products. They can also chat with the seller in real-time through comments and private messages. Meanwhile, brands have the opportunity to showcase their products and answer queries immediately.

The easier it is for customers to get their hands on your products, the better. Filipino consumers value simplicity and despise complicated transactions and complex checkouts. So, instead of making them click on your call-to-action buttons, why not make use of online shopping methods within the social media platforms themselves? Live selling is the answer! It's a great way to increase your online sales and create a more personalized shopping experience for your customers.

5. Short and Shareable

Create unique, short-form, shareable content

AJ Marketing - 5 Best Social Media Marketing Strategies in the Philippines - 5 Short and shareable: Create unique, short-form, shareable content

Short-form video apps like TikTok and Instagram have taken the world by storm, and the pandemic only made them more popular. In fact, they rose to become the third and fourth most-used social media platforms in the Philippines.

It seems like social media users these days prefer shorter content that can be consumed in just a few minutes, rather than those that exceed the three-minute mark. With everyone leading busy lives, shorter social media posts have become more time-friendly and shareable. And it's not just videos that need to be short and sweet – unique and concise captions are also preferred over lengthy ones. Branded memes are another form of short and shareable content that can help you get noticed.

By creating shorter and more engaging content, you can grab people's attention in just a few seconds. With the right creativity, amount of information, and impact, you can achieve virality through short content. This means more exposure for your brand and increased brand awareness. So, if you want to make a big impact with your social media marketing, it's time to start thinking small!


Social media penetration rate in the Philippines is one of the highest in the whole world. Filipinos spend hours and hours on their screens, scrolling through different social media platforms. The Philippine market has different reasons for surfing the internet, but one thing’s for sure–one way or another, a brand’s social media marketing campaign will be viewed by thousands of Filipinos. That’s why if there’s one strategy you have to implement in the Philippines, that would be social media marketing.

Creating a marketing campaign is no easy task. Just because your campaign has been launched on the top platform in the Philippines, doesn’t mean success is ensured. There are other factors your brand has to consider, like the type of your content, the persona of your brand, the demographics of your target market, and many others.

Above, we’ve discussed the most effective social media strategies in the Philippines today. We hope you’ve learned a few lessons which you can implement in your next campaign.

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