The digital world is growing at an unstoppable speed, altering our lives as we know them. Day after day, we are becoming dependent on the Internet for communication, information, and even business growth. What’s strange is that social media is now becoming the new Google. It has changed how we gather information, socialize, and interact with the community. As one of the most social media-savvy nations, the Philippines is embracing the top social media platforms not just for fun but as essential tools for business growth. 

But how did social media gain such prominence in the country? By creating a very informal bridge between consumers and businesses, social media offers unique ways to engage with the audience.

Today, social media trends influence more people than well-designed ad campaigns, emails, or news. Most customers base their buying decisions on social media or with social media. It is omnipresent. People are online and live 24/7 while working, sleeping, shopping, and working. 

With such popularity in this country, social media is not only the best place for businesses to market but also for building a brand identity to influence their target audience. But even social media is not without challenges. It is not just a piece of cake to start social media marketing, one should understand the trends, evolution, and their implications on business. 

Here is a comprehensive guide to understanding the evolution of social media, its history, current landscape, and how it’s a great marketing tool in the Philippines. 

Evolution of Social Media in the Philippines

Social media became the main trend in the Philippines in the mid-2000s, coinciding with the global boom of platforms like Friendster, MySpace, and Multiply. During this period, internet connectivity spread like wildfire, and Friendster became the most popular platform. 

Friendster was among the first platforms to capture the hearts of Filipinos. At one point, 39% of the app’s total traffic came from the Philippines. The platform’s appeal lies in its user-friendly interface and emphasis on personal connections. It became the go-to platform for sharing testimonials, photos, and personal updates.

After the arrival of Facebook, other social media platforms took a backseat. By 2010, Facebook had surpassed Friendster as the most popular platform. Its ability to integrate various features, such as messaging, sharing, and gaming, made it the go-to platform in the Philippines. Today, with about 80 million users, Facebook is still the dominant social media app used in this country. More than 90% of social media users in the Philippines are still active Facebook users. Now, TikTok and Instagram are growing in popularity for their video content, story sharing, live updates, and other features.  

Top Social Media Platforms in the Philippines

The Philippines is also famous as the ‘social media capital,’ ranking number 4 globally for highest social media use. The country’s average social media use is just under 3 hrs daily, which is 45% higher than the rest of the world. As per the latest statistics, the Philippines has 86.75 million social media users, out of which 52% are female. Plus, it has witnessed an 8% rise in social media users. The most used social media platforms in the Philippines are:

1. Facebook: As of 2024, Facebook remains the most used social app, with 90% of active Filipino users. People often use it for messaging, socialization, business promotions, and entertainment. 
2. YouTube: This social platform is the go-to place for Filipinos to find entertainment and tutorials. People also use it for learning and DIY content. Many Filipino creators have massive followings on YouTube channels. Businesses also use YouTube for marketing and brand promotions. 
3. TikTok: It is the most popular app among Gen Z and young adults. Its short, engaging videos attract people more. The engaging videos and short content are ideal for making trends, challenges, and creative content.
4. Instagram: Similar to TikTok, Instagram is known for its visually appealing content among millennials and Gen Z. It’s slowly becoming a hub for many brands to showcase, promote, and sell their products and services. It is a hub for influencers, brands, and aesthetic content. Its video contents include DIYs, behind-the-scenes, GRWM videos, etc. 
5. Twitter: A platform of choice for news updates, discussions, and serious trending topics in the Philippines.  
6. LinkedIn: As a professional networking platform, LinkedIn is a popular platform for job seekers and industry leaders in the Philippines. 

Why do Filipinos Use Social Media So Much?

The use of social media has increased for several reasons in the country. Most social media users find it the primary and cheaper source of entertainment due to easy mobile data access. Lately, people are using it more for self-expression, making social connections, and learning. 

Additionally, with millions of overseas workers in the country, it is the main source of creating community connections, staying in touch with family, and being accessible to like-minded people. 

With so many people using these platforms, SMEs started using social media as a marketplace to buy and sell goods and services. From making connections to building business, here are the top ways Filipinos use social media platforms.  

• Staying in touch with loved ones: Messaging apps like Facebook Messenger, WhatsApp, Instagram, etc, enable Filipinos to stay connected with family and friends, both locally and abroad.
• Entertainment: With so many stories, reels, photos, live content, and videos available on these social media apps, anytime anywhere makes them ideal for entertainment. Most people use these apps while traveling to work, before sleeping at night, during lunch breaks, et,c to keep themselves entertained. 
• Getting to know about the latest trends: As most celebrities, designers, and other prominent figures are on these social media platforms, Filipinos use them to follow the latest lifestyle trends, social media trends, etc.  
• Reviews before buying: Social media platforms are rich in UGC, showcasing testimonials and reviews from real customers and influencers. Filipinos trust the real users’ judgment before making any buying decisions. 
• Networking: Filipinos socialize and network more on social media platforms as they are an easier place to find like-minded people or professionals. 
• Business and Branding: Social media is emerging as a great place for business and marketing, with innumerable ways to entice target audiences, create a brand image, and connect with millions in one place. 
• Marketing: SMEs use social media to reach customers, advertise, and sell products.
• Education and Learning: Students can find many tutorials, webinars, and educational content on social media that are widely accessible for free. 
• Sports Updates: From live streams on platforms like YouTube and TikTok, people enjoy endless live entertainment, especially different sports events, live matches, etc.
• Community Building: Social media empowers like-minded individuals and organizations to advocate for causes, organize events, and rally communities around shared interests or concerns.

Current Trends in Social Media in the Philippines

Filipinos are “social media superstars.”  They are consistently online and rank as the top social media users in a number of hours spent online. Here are some trends loved and followed by social media lovers in the Philippines that not only work well for users but are also useful for business owners to leverage social media marketing. 

Video Content at its Best

Social platforms are flooded with videos that entice people. Today, posts and photos are less loved, and more focus is on TikTok videos, Instagram Reels, YouTube shorts, etc. Long-form video content is loved, too, for tutorials, dance challenges, and lifestyle vlogs. 

Brand Partnerships and Influencers

Social media influencers are an integral part of digital marketing. From micro to celebrity influencers, Filipinos love and trust them for everything. From beauty gurus to travel bloggers, influencers shape consumer behavior and trends.

Social Media Shopping and E-commerce

E-commerce features on Facebook, Instagram, and TikTok have revolutionized online shopping. Live selling is particularly popular among Filipino sellers and buyers.

User-Generated Content

Filipinos are known for their love of authentic user-generated content. Most customers love relatable content that builds deeper connections. Many companies are incorporating genuine UGC in their social media marketing strategy to provide a more authentic representation of their products online.  

Live content

Almost 47% of Filippino social media users livestream daily about their lives, experiences, etc. Due to the option and popularity of live streaming in the Philippines, many companies and influencers go live to sell their products and services through these platforms. 

How Social Media Marketing is the prominent tool in the Philippines

With the innumerable social media trends in the Philippines, it has become an indispensable tool for business to reach their target audience. Fueled by the country’s status as one of the most active social media users globally, it is a simple business strategy to get in touch with a highly engaging audience through social media platforms. Brands can showcase their products in all its glory in videos, posts, live promotions, influencer partnerships, and other trending content. 

Additionally, social media marketing is a much more affordable way to promote than any other traditional marketing technique, making it especially appealing for small and medium-sized enterprises. Its interactive nature and the possibility of two-way communication allow businesses to build strong connections with customers through personalized content, real-time feedback, and targeted advertising.

Influencer marketing in social media marketing, on the other hand, is also emerging as a powerful strategy in the Philippines. Many micro-influencers have a massive local following, which can be leveraged to amplify brand visibility. 

With easy internet access and massive numbers of social media users, businesses can be assured that their brand will be heard and followed throughout the country by using social media for branding and marketing. Facebook, Instagram, TikTok, and YouTube give brands a unique opportunity to interact with highly engaged audiences through live streaming, video content, behind-the-scenes videos, tutorials, challenges, and influencers. With so many ways to reach an audience, social media in the Philippines is, without a doubt, the most prominent marketing tool and is indispensable for driving brand awareness and fostering customer loyalty.

Challenges and Issues with Social Media

While social media offers numerous benefits, it also presents challenges that need addressing:

• Misinformation and Fake News: Despite efforts from the public and authorities to fact-check content, misinformation continues to thrive. 
• Cyberbullying: Many Filipinos, especially the youth, face online harassment, which affects mental health and well-being. Platforms like Facebook have taken steps to reduce cyberbullying and have censored millions of harassing posts.
• Privacy Concerns: With so much personal information shared online, data breaches and misuse of personal information remain pressing issues. 
• Addiction and Screen Time: Too much screen and social media exposure, especially among kids, is a huge concern in the Philippines. Too much social media use is impacting mental health and productivity.

Conclusion

Social media in the Philippines has grown from a tool for personal connections to a powerful platform influencing society, culture, and business. Its widespread adoption highlights people’s adaptability and creativity in leveraging digital tools. Many business owners have started utilizing social media as a prominent tool for marketing and leveraging the latest trends to generate brand awareness. However, social media is also full of challenges, like fake information and cyberbullying. These issues must be addressed to create a safer, more inclusive online environment. 

Social media is a huge part of Filipinos’ lives. It has evolved a lot since the introduction of the internet and will continue to grow in the near future. With the right approach, utilizing social media marketing, the latest trends, and understanding its impact on shaping the future, businesses can harness the power of social media for great success.

If you are interested in optimizing your digital marketing efforts and staying ahead of the game in the Philippines, LgoDigital is here to offer all-around digital marketing services to help your brand grow.