Influencer Advertising - Philippines

In the Philippines, ad spending in the Influencer Advertising market is forecasted to reach US$108.70m in 2024.
The market is expected to experience a compound annual growth rate (CAGR 2024-2030) of 10.89%, leading to a projected market volume of US$202.00m by 2030.
The average ad spending per internet user in the Influencer Advertising market is anticipated to be US$1.02 in 2024.
When compared globally, China is set to lead in ad spending with US$19.16bn in 2024.
In the Philippines, the Influencer Advertising market is rapidly growing, with brands increasingly leveraging local social media personalities to reach target audiences.

Definition:
Influencer Advertising refers to advertising that allows marketers to promote products or services by collaborating with influencers on social media. Influencer Advertising allows marketers to reach targeted audiences based on the influencer’s performance and their follower profiles; they also have the ability to measure the performance of campaigns. Influencer Advertising refers to all advertising fees paid directly to influencers (or to their person of trust or representative) for posting or streaming sponsored content (e.g., posts, videos, and/or stories) on social media to promote products or services to their followers. This sponsored content typically includes images, videos, live streams, and/or text.

Additional information:
Influencer Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

Advertising spending paid directly to influencers to post sponsored content

The values of giveaway products as well as services that influencers receive in exchange for reviews, mentions, or giveaways for their followers
Advertising spending allocated to paid social media campaigns to boost content
Affiliate commissions, i.e., the commissions that are paid to influencers when someone makes a purchase based on their content or links
Gross merchandise volume (GMV) of transactions from sponsored posts or live streams

The Influencer Advertising market in Philippines is witnessing significant growth and development.

Customer preferences: Customers in Philippines are increasingly turning to social media platforms for information, entertainment, and inspiration. This has created a strong demand for influencer advertising, as influencers have become trusted sources of product recommendations and lifestyle inspiration for many Filipinos. Influencers who are relatable and authentic are particularly popular, as customers seek out content that resonates with their own values and experiences. Additionally, customers in Philippines are highly engaged on social media, spending a significant amount of time on platforms such as Facebook, Instagram, and YouTube. This high level of engagement has made influencer advertising an effective way for brands to reach and connect with their target audience.

Trends in the market: One of the key trends in the influencer advertising market in Philippines is the rise of micro-influencers. These are influencers with smaller but highly engaged and loyal followings. Brands are increasingly recognizing the value of working with micro-influencers, as they often have a more niche and targeted audience. This allows brands to reach a specific segment of customers with a higher level of precision and effectiveness. Another trend in the market is the growing popularity of video content. Filipinos have a strong appetite for video content, and influencers who create engaging and visually appealing videos are able to capture and hold their audience's attention. This has led to an increase in brands partnering with influencers to create video content that promotes their products or services.

Local special circumstances: One of the unique aspects of the influencer advertising market in Philippines is the prevalence of local celebrities as influencers. Filipinos have a strong affinity for local celebrities and often look to them for fashion, beauty, and lifestyle inspiration. This has created a lucrative market for brands to partner with local celebrities and leverage their influence to promote their products or services. Additionally, the Philippines has a large and growing population of young consumers who are highly active on social media. This demographic presents a significant opportunity for brands to connect with and influence the purchasing decisions of this influential consumer group.

Underlying macroeconomic factors: The growing influence of influencer advertising in Philippines can be attributed to several underlying macroeconomic factors. Firstly, the country has experienced strong economic growth in recent years, leading to an increase in disposable income and consumer spending. This has created a favorable environment for brands to invest in influencer advertising as a way to capture a share of the growing consumer market. Additionally, the increasing penetration of smartphones and internet access in Philippines has made it easier for consumers to access social media platforms and engage with influencer content. This has further fueled the demand for influencer advertising as brands seek to reach consumers in the digital space where they spend a significant amount of their time. Overall, the combination of customer preferences, market trends, local special circumstances, and underlying macroeconomic factors has contributed to the rapid growth and development of the influencer advertising market in Philippines.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 21.1 billion U.S. dollars as of 2023, having more than tripled since 2019. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.