Social media has assumed a pivotal role in the daily lives of Filipinos, significantly influencing consumer behavior and engagement. Purchasing decisions and beliefs are often swayed by the content users encounter on these platforms! For business owners, this underscores the importance of prioritizing efforts in social media marketing in the Philippines.
Social media marketing in the Philippines is not new. In fact, for the past 10 years, many Filipino companies have invested a lot in social media marketing. And being a small business is not an excuse. Social media marketing has proven to be even more useful for small businesses as it is less expensive, easy to do, and doesn’t require a lot of manpower to maintain.
How can small and medium-sized businesses grow through social media? What are the ways for them to get started? Are there hacks and tips that businesses should be mindful of? These are the questions that this Social Media Marketing Guide will answer for you. So let’s get started.
What is Social Media Marketing?
Social media marketing is the use of social media platforms and websites to connect with your audience and promote a product or service. It is synonymous and is often interchanged with terms like e-marketing and digital marketing.
Some treat social media marketing as just one of the many channels that make up digital marketing. But to many, social media marketing is extremely important as it helps them build their brand, capture leads, drive down costs, and drive website traffic, among others.
Social media marketing in the Philippines is not new. In fact, for the past 10 years, many Filipino companies have invested a lot in social media marketing.
And being a small business is not an excuse. Social media marketing has proven to be even more useful for small businesses as it is less expensive, easy to do, and doesn’t require a lot of manpower to maintain.
The Philippine Social Media Landscape
Before your business hops into social media, it’s wise to figure out which platform suits you best. Understanding the Philippine social media landscape will help you prioritize the platforms that align with your business goals.
Number of Filipino Users on Each Social Media Platform
Here’s a quick look at the number of Filipino users on each social media platform. The following data are from DataReportal:
1. Facebook Users in the Philippines
Although TikTok is on the rise, Facebook still reigns as king of the social media platforms in the Philippines. In early 2024, this platform has approximately 86.75 million Filipino users. Most of Facebook’s ad audience is female, accounting for 52.3%, while males comprise 47.7%.
2. YouTube Users in the Philippines
YouTube takes the second spot as the most popular social media platform in the Philippines. Around 58.10 million Filipinos use this platform, with 51.4% being female and 48.6% male.
3. TikTok Users in the Philippines
Despite being the newest player in the social media field, TikTok secures the third seat as it already has 49.09 million Filipino users. Interestingly, its dominant users are males, representing 50.9%, but females are close behind at 49.1%.
4. Instagram Users in the Philippines
Although Instagram is the fourth most visited website in the world, it isn’t very popular as a social media platform in the Philippines. It only has 21.35 million Filipino users, with 62.9% being female and 37.1% male.
5. LinkedIn Users in the Philippines
LinkedIn is a niche-specific social media platform. It’s specially built for professionals. About 16 million Filipino users are on this platform, comprising 54% females and 46% males.
6. X (Twitter) Users in the Philippines
Since Twitter rebranded to X, this once-popular social media platform has been overtaken by LinkedIn. It now has just 10.77 million users in the Philippines, with 59.2% being female and 40.8% male.
7. Snapchat Users in the Philippines
Snapchat made some global noise when it launched. It’s even older than TikTok. However, whether you look at the global or Philippine rankings, Snapchat cannot maintain its momentum. In the Philippines, it only has 5.91 million users, with 63.1% females and 32.4% males.
Dominant Age Groups on Each Social Media Platform
Understanding the age demographics of each platform is also essential for tailoring your content to your target audience. We’ve collated the following data from the Pew Research Center, but this focuses on the US audience due to limited research in the Philippine context. Still, it can provide valuable insights for your business.
| Social Media Platform | Dominant Age Group | Percentage |
| 30-49 years old | 75% | |
| 50-64 years old | 69% | |
| 18-29 years old | 67% | |
| YouTube | 18-29 years old | 93% |
| 30-49 years old | 92% | |
| TikTok | 18-29 years old | 62% |
| 30-49 years old | 39% | |
| 18-29 years old | 78% | |
| 30-49 years old | 59% | |
| 30-49 years old | 40% | |
| 18-29 years old | 32% | |
| X (Twitter) | 18-29 years old | 42% |
| 30-49 years old | 27% | |
| Snapchat | 18-29 years old | 65% |
| 30-49 years old | 30% |
Most platforms are dominated by younger users, typically 18-29, except for Facebook and LinkedIn. Facebook leans heavily towards the 30-49 age group, commanding 75% while attracting 67% of younger users. As LinkedIn caters to professionals, it naturally skews towards the 30-49-year-old demographic.
Tips for Effective Social Media Marketing
Now that you have an idea of the Philippine social media landscape, let’s tackle your burning question: what is marketing through social media? What are effective social media marketing techniques that can help boost your business?
Choose the Most Appropriate Social Media Platform
Facebook is the safest bet for marketing your business in the Philippines due to its diverse audience demographics. However, if you prefer to avoid competing directly with several companies on Facebook, consider the following best platform that suits your biz. For example, Instagram might be your best choice if your target audience is predominantly female. On the other hand, if your business targets professionals, then choose LinkedIn.
Outline Realistic Goals and Objectives
While the general goal of every business is to increase sales, it’s necessary to set clear and realistic goals for social media success. This means deciding things like getting more people to visit your website, finding new leads, making more people know about your brand, or getting more customers through social media. When you define these goals clearly, you can create social media strategies that fit well.
Create a Social Media Strategy
Promoting your business on social media isn’t only about posting. You have to create a strategy to have direction and better results for your social media efforts. The typical elements of a social media strategy include:
- Setting clear goals and objectives
- Identifying your target audience
- Defining your brand voice and tone
- Analyzing your competitors
- Establishing social media brand assets
- Developing content pillars
- Crafting a content plan
- Building an engagement strategy
Prepare a Social Media Content Calendar
A social media content calendar is a schedule that outlines the topics and posts you plan to publish on specific dates across your social media platforms. You can easily create one using Google Sheets or find downloadable templates online. A social media calendar helps you stay organized and consistently deliver content that aligns with your marketing goals.
Be Consistent in Posting
Consistent posting is key to ensuring your posts reach your target audience’s feeds on any social media platform. Regular posting signals platforms that you’re active, prompting them to prioritize your content for broader visibility. However, it’s important to note that consistency alone isn’t a guaranteed growth strategy for your business’s social media accounts. Many companies post regularly but need more growth, mainly when their competitors use additional strategies like paid ads, engagement tactics, and collaborations to enhance their presence.
Post a Variety of Social Media Content Formats
We encourage you to post a variety of content formats on your business’s social media accounts for more excellent traction. If you want to reach more non-followers, post short-form videos, especially on Facebook, Instagram, YouTube, and TikTok. Carousels or multi-photos also do well on FB, IG, TikTok, and LinkedIn. Although single static image posts, plain texts, and blog links may not offer the same reach as short-form videos and carousels, they still play a crucial role in diversifying your content and catering to different audience preferences.
Collaborate with Social Media Influencers
If you’re wondering how social media marketing affects consumer behavior, the person who represents the campaign is a significant factor. Big brands partner with celebrities to promote their products, even at a high cost, because these figures have the power to influence and attract consumers. This strategy is similar to collaborating with social media influencers. For example, partnering with a beauty influencer can effectively reach your target audience if you’re selling beauty cosmetics. Influencers have built trust and credibility with their followers, and their endorsement can significantly boost your brand’s visibility and appeal.
Follow the Trends
Understanding “what marketing is through social media” means keeping your business up-to-date with the latest trends. Most social media platforms are frequented by 18-29-year-olds and 30-49-year-olds—age groups that thrive on trends. So, don’t be severe or uptight all the time. Embrace your sassy side, especially if the trend is relevant to your business.
Monitor Your Social Media Analytics
Monitoring your social media analytics is essential to understand what works well for your business truly. This allows you to identify the content formats your audience prefers when your audience is most active and engaged, as well as the posts that drive the most interaction. Regularly analyzing your social media metrics lets you fine-tune your strategies, improve your content, and make data-driven decisions to improve your overall social media performance.
Philippine Businesses that Are Successful on Social Media
In the Philippines, many businesses are too formal, and sales on social media are bland and unmemorable. However, these Philippine businesses stand out from the rest:
Shopee
Since entering the Philippine market in 2015, Shopee has pioneered using playful content on social media. They’re not afraid to use kalye language and post as if they’re talking casually to their target audience. Shopee often incorporates catchy jingles or funny videos and posts, allowing them to showcase their fun and unique personality. Initially, some found this style cheesy or corny, but Shopee’s posts deeply resonated with the masses. Even Lazada followed suit, and the once formal and classy Lazada now occasionally throws in sassy posts.
Angkas
Angkas, a Philippine motorcycle taxi and delivery service company, dominates social media with hilarious and relatable posts. They seize every opportunity to jump on trending topics and cleverly tie them back to their business.
Lola Nena’s
Lola Nena’s is known for its triple cheese donuts, making waves on Facebook, Instagram, and TikTok. Lola Nena’s posts are the perfect balance of promotional and funny content. Their post with a moving car in the background recently went viral across all the platforms above.
Start Promoting Your Business on Social Media
No matter the scale of your business—small, medium, or large—getting your business on social media is essential. Social media opens numerous doors of opportunity to help your business grow. So, stop asking what is marketing through social media and start doing it! You’ll never know the effectiveness of social media marketing can bring to your business until you try it.Remember, social media is just a tiny fraction of digital marketing in the Philippines. Eight Media is just an email away if you’re looking for expert help with social media and overall digital marketing. As one of the most trusted digital marketing agencies in the Philippines, we can help elevate your business. Reach out to Eight Media today and book a free consultation!
