5 Best Social Media Marketing Strategies in the Philippines

5 Best Social Media Marketing Strategies in the Philippines

If you’re only given one chance to launch a marketing campaign in the Philippines, make sure to choose social media marketing.

Filipinos belong to the most active social media users in the whole world, spending more than 4 hours a day scrolling online. 92 million Filipinos are social media users, which is over 82.4% of the entire population. With these numbers, a single social media marketing campaign in the Philippines is sure to bring you heaps of exposure, and possibly conversions. The most successful marketing campaigns in the Philippines are commonly launched on Facebook, Instagram, YouTube, and TikTok.


True enough, not all social media marketing campaigns in this country see great results. The common mistake of international brands is applying a one-size-fits-all approach in their marketing and advertising efforts. The Philippines has its own market behavior, culture, and trends. Thus, brands must learn to adapt and localize their content.

If you’re looking to expand your business in the Philippines, here are several tips that can get your social media marketing campaign started.

5 Effective Social Media Marketing Strategies in the Philippines ⬇️

  1. Know the right platform: Research on the relevant local social media channels

  2. Humanize your brand: Establish a consistent brand identity and personality

  3. Tap the power of influence: Collaborate with credible influencers

  4. Ready to ship: Make use of convenient online shopping methods like live selling

  5. Short and shareable: Create unique, short-form, shareable content

1. Know the right platform

Research on the relevant local social media channels

Know the right platform: Research on the relevant local social media channels

Filipinos use various social media platforms depending on their age, purpose, and goals. In order to create a successful campaign, your brand must first determine which platform fits your budget, time, and target audience.

The top platforms used in the Philippines are Facebook, Messenger, TikTok, Instagram, and Twitter. The younger audience frequent the latter three platforms, while the general and adult audience frequent the former two platforms. If your brand is targeting Gen Zs and millennials, then you should choose TikTok, Instagram, or Twitter. Meanwhile, if you’d like to reach those in their 40s and above, then Facebook might be your friend.

Choosing the right platform also depends on your goals. If you’re aiming to get more exposure for your brand, you might want to choose several platforms at once. If you’d like to introduce a new product in an in-depth manner, then maybe longer length videos are best for you, which can be published on YouTube.

Determining the right platform is crucial for the success of your campaign. Choosing the wrong app may lead you to a waste of time, money, energy, and other resources. Thus, it is important to know which places the Filipinos frequent, why they go on those platforms, and how long they stay on them.

2. Humanize your brand

Establish a consistent brand identity and personality

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 in the Philippines have shown that humanistic connections are as important. Witty comebacks and comedic posts have been proven to create engagement and maintain lasting impressions.

One of the most popular trends in Philippine marketing today is official brand profiles talking in a less formal, more creative, and extremely humorous way. This shows the “human” side of a brand, straying away from the traditional “professional” image of companies.

Ride-hailing app Angkas has proven that the Filipino audience seek laughter more than formality. The social media handlers of Angkas caption the brand’s posts in a manner that an average, ordinary Filipino would. It made the brand relatable, funny, and its content shareable.

Another brand to implement this is Orocan. Orocan is a plasticware company known for its water containers, coolers, and water pails. Orocan made sure that all its social media contents are consistent–each commercial is humorous and out-of-the-box.

With a consistent brand identity and personality, consumers will easily retain your brand values and message. Consistency will avoid confusion within the market. With a humanistic side, your brand can be treated as an old friend your market already knows and relies on. This has been proven successful in the Philippines.

3. Tap the power of influence

Collaborate with credible influencers

Tap the power of influence: Collaborate with credible influencers

Another top trend in Philippine marketing and advertising is working with known influencers.

More than 51% of Filipino social media users follow influencers and experts on social media. These content creators become their source of inspiration, information, and opinion. Most often, the recommendations of these influencers affect their audience’s purchase decisions.

The Filipino market finds several things in influencers–entertainment, humanity, authenticity, and genuineness. Content creators on social media tend to be more engaging to their followers and subscribers, compared to big celebrities. Influencers are also closer to the realities of the average Filipinos, making them more relatable, and their thoughts more credible. Thus, influencers’ opinions are given heavy consideration by consumers.

Filipino influencers are spread across many platforms. They also vary in niche–from beauty, gaming, visual arts, sports, parenting, to luxury. Content creators also differ in form, with some specializing in short-length videos, while some more focused on aesthetic photo posts. Lastly, influencers have different follower sizes, there being mega-influencers, micro-influencers, and nano-influencers.

Just look at this influencer marketing campaign of Spam, in collaboration with Filipino YouTuber, David Guison.

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

Ready to ship: Make use of convenient online shopping methods like live selling

Social media platforms have made it more convenient for Filipinos to shop online. Thanks to live streaming options, consumers in the Philippines can purchase goods amidst lockdowns and self-isolations.

Facebook started live streaming options, and other platforms like Instagram and TikTok immediately followed. Through social media, Consumers can now buy products in an instant, without compromising the face-to-face interactions that physical stores offer. Live selling has brought benefits for both brands and customers.

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

The easier it is for the consumers to get their hands on your products, the better. Filipino consumers despise complicated transactions and complex checkouts. 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.

5. Short and shareable

Create unique, short-form, shareable content

Short and shareable: Create unique, short-form, shareable content

Short-form video apps peaked in popularity during the pandemic. TikTok and Instagram rose to the third and fourth most-used social media platforms of the Philippine population.

This reinforced the idea that social media users are turning more to short length content rather than those exceeding the three-minute mark.

With everyone running their busy lives, shorter social media posts have become more time-friendly and shareable. Aside from videos, shorter and more unique captions are also preferred than lengthy ones. Other forms of short and shareable content are branded memes.

Reading or watching your brand’s content will take fewer seconds of people’s time. With the right creativity, amount of information, and impact, virality can be better achieved through short content. This means more exposure for your brand and increased brand awareness.


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.

For more information on marketing strategies in the Philippines, check the AJ Marketing Blog.

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