Christy Balita
Research expert covering the Philippines
Social media in the Philippines - statistics & facts
The persistent requirement for social interaction, particularly in a nation comprised of over seven thousand islands and characterized by an increasing number of overseas workers, was one of the primary factors that contributed to the escalating number of social network users in the Philippines. On average, Filipinos spent over three hours using social media platforms, which was the highest across the Asia-Pacific region. Facebook, Instagram, TikTok, and X (Twitter) are some of the most popular online social media platforms, offering ways to connect and cross over boundaries between family and friends, allowing content creators to share data via digital platforms, and allowing a broader reach for promotional marketing via online banners.
Instagram, YouTube, and TikTok were also popular among Filipino internet users, especially for content creators. In fact, the Philippines was one of the leading countries globally in terms of supernova creators, or those with over 10 million followers on each of these platforms. In addition, television networks have also been growing their presence on YouTube, as reflected in the most-viewed channels.
Most used social media channels
Facebook was the most used social media platform in the Philippines, accounting for almost the whole social media market. Thanks to the Internet.org app introduced by Facebook and Smart Communications Inc. in 2015, Filipino internet users were given free access to a few mobile sites, including Facebook and Facebook Messenger, even without a mobile network connection. Many Filipinos used the website for more than just socializing. They also used it to get news every day, even more than newspapers and the radio.Instagram, YouTube, and TikTok were also popular among Filipino internet users, especially for content creators. In fact, the Philippines was one of the leading countries globally in terms of supernova creators, or those with over 10 million followers on each of these platforms. In addition, television networks have also been growing their presence on YouTube, as reflected in the most-viewed channels.
Social media advertising as a marketing tool
Due to high penetration rates, marketing strategies on social media, such as influencer marketing and social commerce, are increasingly becoming important among local and international brands hoping to connect with the millions of Filipino online users. By investing in their social media presence, brands gain higher visibility, hopefully translating to increased sales. As reflected by a recent survey, social media channels such as Facebook and TikTok were used as platforms to a make purchase of products such as clothing, bags, and shoes. Another survey revealed that Filipinos click on social media ads because they are relevant to them, and some of them want to see such ads because they usually find good offers and/or discounts.
