Note: This blog is based on the Global Digital Report 2025 (Digital 2025 Philippines) – produced in partnership with Meltwater and We Are Social. See Simon Kemp's article about The Essential Guide to the Global State of Digital in 2025. Download the Global Digital Report 2025 for free.
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With 90.8 million social media user identities and an average daily usage that consistently ranks among the highest globally, the Philippines is a powerhouse in the digital landscape. This isn't just about large numbers; it's a reflection of a deeply ingrained "always-online" culture, amplified by the renowned warmth and highly social nature of Filipinos.
This digital savviness is further fueled by incredible connectivity, evident in the country's 122% cellular mobile connection rate and the accessibility of prepaid services such as GOMO where SIM cards are delivered straight to your doorstep; and telco giants like Smart and Globe offering "free Facebook" perks. For brands and marketers, this bustling digital environment—with 97.5 million internet users—presents an unparalleled opportunity to engage with one of APAC's most active and connected online communities.
Let's look at up-to-date social media statistics in the Philippines:
Table of Contents
Population essentials in the Philippines
Internet usage statistics in the Philippines
Social media usage statistics in the Philippines
Mobile usage statistics in the Philippines
Ecommerce statistics in the Philippines
Digital marketing statistics in the Philippines
What's ahead for social media in the Philippines in 2025?
Population essentials in the Philippines
A handful of key characteristics stand out in the Philippines' demographics. To begin, with a median age of only 26.1 years, the population is relatively young. This youth, as we will explore further, significantly impacts the nation's use of technology, particularly in terms of social media use. Additionally, the gender split is nearly even, with 50.1% of the population being female and 49.9% male.
Furthermore, it is worth noting that more than half of the population does not reside in urbanised areas, as only 48.8% of Filipinos live in cities. From sari-sari stores and makeshift stalls to mobile street vendors, many Filipinos make a living through the country’s vibrant informal economy, which is characterised by small-scale commerce and selling necessities by the piece.
Although the Philippines faces economic challenges at the grassroots level, it remains one of Southeast Asia's most technologically connected nations, with some of the highest social media usage metrics. Digital fluency is common even among rural communities, and the country’s high literacy rates (98% overall, with 97% among women and 98% among men) and widespread mobile phone use show that accessibility is not limited by social status.
The age distribution of the Philippines shows that the population is skewed toward the youth. The following age brackets make up the majority of the country’s general age demographic:
- Age 10–14: 11.6 million (10.0%)
- Age 15–19: 11.4 million (9.8%)
- Age 5–9: 11.0 million (9.5%)
- Age 20–24: 10.7 million (9.2%)
- Age 25–29: 10.3 million (8.9%)
According to these social media statistics, a significant portion of the population is under the age of 20, with the bulk of the most populated age brackets falling between 5 and 19. In light of this, it’s clear that the Philippines is a country led by its youth—adapting to the changing preferences and growing digital literacy of its youngest generations.
The youth of the Philippines will soon make up the largest demographic base for content consumption and creation, and this trend will continue to shape the country's digital future.
Internet usage statistics in the Philippines
The Philippines' internet usage statistics show just how pervasive the internet is in Filipino culture. With an average of 8 hours and 52 minutes spent online, the Philippines ranks third in the world for daily internet use—behind only Brazil and South Africa. This time online is much greater than the worldwide median of 6 hours and 38 minutes, demonstrating Filipinos' fondness for the internet.
Access to the internet isn't just common in the Philippines—it's constant, as this massive year-on-year internet usage has remained the same from the previous year. In the Philippines, the internet is more than simply a commodity; it is an integral part of daily life. It is used in all aspects by 97.5 million Filipinos, making up 83.8% of the entire population—and 98.5% use mobile phones. As we'll see in a bit, Filipinos aren't just big internet users; they are also huge social media enthusiasts who keep tabs on everything that happens in the world online.
The majority of the 8 hours and 52 minutes Filipinos spend online daily are spent on mobile phones, accounting for 5 hours and 21 minutes. About 60.4% of the country's daily internet use falls into this category.
At the same time, 3 hours and 30 minutes are spent on desktops and tablets, indicating that mobile use easily outpaces desktop usage when it comes to connecting, browsing, and engaging with digital content in the Philippines. Filipinos love their mobile phones; procuring one is very easy through the country’s many resellers—whether via online marketplaces like Carousell or local hubs like Greenhills or Festival Mall. What’s unique is how these brick-and-mortar shops from the malls mentioned have adapted by creating accounts on peer-to-peer selling apps like Carousell!
Among the main reasons for using the internet in the Philippines, staying in touch with friends and family ranks first. The top reason for internet use, indicated by 78.9% of users, is maintaining personal relationships. Given the strong bonds of family in the Philippines, this is not surprising—Filipinos are typically close to their families, whether it's staying in touch with pals pursuing master’s degrees abroad, keeping in contact with parents after moving out, or simply chatting with friends who work as OFWs. The internet has become the heart of relationships in a culture prioritising love, respect, and connection.
Finding information is the second most common reason Filipinos use the internet, at 78%. On a related note, another major cause is researching how to do things, with 71.2% of users preferring to learn how to tackle tasks independently. Filipinos have a knack for solving problems independently, often using Google for everything from DIY household hacks to recipes like sisig or sinigang. Now more than ever, access to information is even easier with AI-generated summaries and quick responses.
Finally, 70.5% of Filipino internet users watch videos, TV programs, or films regularly. Especially during the hot and humid Philippine summer, staying home and watching content on platforms like YouTube, Netflix, and TikTok is a popular way to pass the time. This fondness for online entertainment is closely linked to Filipinos’ use of social media, as we will see in the sections to come.
With 72.3% of Filipino internet users watching music videos, this category is the most popular type of internet video content in the Philippines. Music videos continue to be popular, especially in a country where K-pop is a major hit. Filipino K-pop fans typically have a bias or favourite member from a boy band or girl group, and it's not uncommon for them to repeatedly play the same music video to boost views and show their support. Many also participate in fan gatherings and TikTok challenges centred on these videos, contributing to the millions of views these artists receive. K-pop concerts often sell out in the country, and just recently, BINI, a Philippine girl group heavily inspired by K-pop, has started to gain global attention.
Next, at 58.9%, come comedy, meme, and viral videos. With humor often serving as a form of escape, these funny videos provide an enjoyable break from the stresses of everyday life. Filipino internet users, for instance, can't get enough of relatable parodies that spoof the experiences of Filipino children growing up. These short-form, often heartfelt and humorous, creations have become a staple of online consumption.
Finally, influencer videos and vlogs rank third at 48.3%. Filipinos love watching content from influencers who share "day in the life" vlogs or highlight local culture. Thanks to the maturity of influencer marketing and social listening tools, it's now easier than ever for brands to identify and partner with content creators whose audiences genuinely align with their target market. Considering the immense volume of content Filipinos consume daily, there's significant potential for businesses to delve into social media statistics in the Philippines and fine-tune their content strategies accordingly.
Social media usage statistics in the Philippines
Social media statistics in the Philippines demonstrate how significant these platforms are to Filipinos' everyday lives. In January 2025, the country had 90.8 million social media user identities—equivalent to 78% of the entire population. Among those with internet access, 93.1% are active on social media. Among users aged 18 or older, that number rises to 116.6%, with many Filipinos owning multiple social media accounts. Be it a business account, an inspo account that follows pegs, or even a profile used to check what an ex is up to, Filipinos and their multiple accounts are ever-present on social media.
With an average of 3 hours and 32 minutes spent daily on social media, Filipinos spend more time online than most countries globally. This amount of time is far longer than the worldwide average of 2 hours and 21 minutes. Comparatively, Kenya (4 hours and 13 minutes), Chile (3 hours and 39 minutes), and Brazil (3 hours and 32 minutes) are the only countries ahead in terms of time spent on social media. Additionally, Indonesia is the next closest Asian nation at 3 hours and 8 minutes, highlighting Filipino social media users' engagement.
Lastly, the gender distribution of Filipino social media users is nearly equal, with 47.8% male and 52.2% female. The subsequent sections of this report will delve into the specifics of social media use in the Philippines—including the most popular platforms, the types of content that work best, and how brands can take full advantage of these trends.
Below is a breakdown of Facebook, Instagram, and Messenger users to better understand the Philippines' social media audience. Most of Meta’s adult users are 34 and younger, reflecting the youthful demographic of the nation as a whole. Children and Gen Z in the Philippines aren't adjusting to life in the digital age—they're practically born into it. Filipino culture is a microcosm of this generational transition. For instance, it's not uncommon to see millennial parents bringing their children to restaurants with giant iPads loaded with Roblox videos on YouTube so they can enjoy their meals in peace. This image potentially offers a glimpse into the future of social media in the Philippines.
- The majority of users are in the 18–24 age group, with 17.4% of those users being female and 15.1% male. Instagram, in particular, has become a playground for both expression and content consumption for Gen Z, who have grown up in a world that's gotten smaller and more connected.
- Users in the 25–34 age range follow closely, with 15.7% female and 14.9% male. These young adults are still very much involved in the social media scene, even though many have started their own families.
- As people grow older, their level of engagement begins to decline. The gender divide is 8.7% female and 8.4% male among those aged 35–44. Although they are still active, their share is significantly lower than younger generations.
- Continuing the pattern of decreased participation, 5.2% of users in the 45–54 age bracket are females, and 4.7% are males.
- Among those 55–64 years old, the percentage drops even further to 3.3% for women and 2.6% for men.
- Lastly, of those 65 and older, 2.4% are female, 1.6% are male.
The 18–34 age group comprises more than 63.1% of Meta's overall adult audience—sending a clear message to companies that the youth isn't just influential; it’s a top priority in Philippine digital marketing strategies in 2025.
Above all else, maintaining connections is the primary motivation for Filipinos to use social media. Keeping in touch with friends and loved ones ranks first, with 67.1% of Filipinos citing it as their main reason for using social platforms. The proverb "blood is thicker than water" carries deep meaning in the Philippines, as Filipinos are proudly connected to their families.
It is very common for Filipino adults to remain in close contact with their parents—or even live with them—well into their 70s and 80s, allowing them to continue providing care. The cultural expectation of love and respect is deeply ingrained, and it is common for the once-youthful to take on caregiving roles as they grow older. And when being physically present isn’t possible, social media steps in. No matter the time zone, Filipinos stay connected through a simple “‘Musta?” (short for kamusta, or “what’s up?”) on Messenger or a meme shared in the family group chat. Distance does not weaken connection in the Philippines—unlike in many other parts of the world.
Filling spare time is the second biggest reason for using social media, with 43.4% of users mentioning it. Social media provides comfort and entertainment, whether stuck in EDSA traffic or lounging at home on a work-from-home day.
Finding content, such as articles and videos, ranks third at 41.2%. As mentioned, Filipinos have a natural knack for discovering and sharing information, so it’s no surprise they turn to social media to do that.
With every swipe, scroll, and send, Filipinos do what they’re best at—keeping in touch, even while far away. Social media has become a daily essential for people who have made staying connected a non-negotiable in today’s digital world.
Tip: Read our blog about 'What is Social Commerce? Definition, Examples, Tips' and download our free Comprehensive Guide to Social Commerce.
Top Social Media Platforms in the Philippines
Now, we'll review the five most popular social networking platforms in the Philippines. Facebook maintains its dominance, with 94.7% of internet users logged in. It's the one-stop social media hub for Filipinos—covering everything from news about the latest national events, discussions in various groups, and listings in countless marketplaces (Facebook Marketplace is particularly popular!) to internet memes. Opening the Facebook app is practically a reflex for many Filipinos the moment they unlock their phones or laptops.
Messenger remains the most-used chat app in the country, coming in close behind at 92.6%. Most Filipinos use it regularly, and many of the group chats that were active years ago—like barkada or friend group chats, family groups, and class threads—are still going strong today.
TikTok is also hugely significant, with 81.6% of Filipino internet users using the app monthly. It's even become a go-to search tool, often outperforming Google. The algorithm anticipates users' wants that it keeps them glued to their screens. TikTok has become the new default for many.
Instagram, used by 71%, serves a similar purpose—but with the bonus of letting you see what your friends are up to. It’s evolved into a social scanner, letting people keep tabs on daily life updates—from Friday night outs to your friend’s trip to Japan.
Finally, 59.1% of Filipino internet users are now on Telegram. It's quickly becoming the new go-to messaging app, especially among younger generations. For millennials and Gen Z, the platform feels more approachable—and yes, the stickers are a big part of its appeal. While most remain within the Facebook ecosystem, more and more are migrating their group chats from Messenger to Telegram.
With Filipinos spending an average of 40 hours and 39 minutes monthly, TikTok has transformed into a digital entertainment playground.
It’s simple for users to do more than just consume—the platform is also participatory, with features like tier list filtering, viral challenges, duet, and stitch functionalities. Then there’s TikTok Shop, which has exploded in popularity due to its low pricing and wide selection—enough to rapidly gain ground on Shopee and Lazada, the two biggest online marketplaces in the Philippines, significantly disrupting the e-commerce landscape. Influencers tying in product reviews directly linking to a product page has been a winning formula for TikTok. Filipinos spend a lot of time here because it combines commerce and content.
Next on the list is YouTube, which has a monthly usage of 25 hours and 26 minutes. With its reliable algorithm, diverse content, and wide selection of content creators, it has remained a mainstay platform for Filipinos heading into the new year. While music videos continue to be popular, major networks such as ABS-CBN have adapted by creating content that blends seamlessly with the kind that engages Filipino audiences. Everything from short videos tailored to your interests to lengthy vlogs and even movie-level productions by local creators can be found on YouTube. Most likely, YouTube already has what you're searching for.
After that comes Facebook, where people spend an average of 23.5 hours monthly. As mentioned earlier, Facebook is a social media supercenter where you can find everything and anything. Due to its broad range of uses, Facebook has become an integral part of most Filipinos' daily routines.
On average, Messenger users spend 16 hours and 27 minutes monthly, putting it in fourth place. As the most popular chat app on the archipelago, it forms the foundation of digital communication in the Philippines.
Facebook is—and continues to be—the most popular social networking platform in the Philippines, with the highest number of monthly users. In January 2025, the platform’s total potential ad reach hit 90.8 million, representing 78% of the population and 93.1% of the country's internet users. This statistic shows that Facebook’s influence in the nation remains strong, with ad reach increasing by 4 million year-on-year and 3.9 million quarter-on-quarter.
There is a never-ending supply of content on the news feed—including images, updates, memes, and current events. Like TikTok and Instagram Reels, Facebook now also features a video category dedicated to short clips. Filipinos can find everything they want on this content discovery engine: knowledge, entertainment, and everything in between.
Facebook also offers unparalleled reach in digital advertising. With an adult ad reaching an adoption rate of 116.6%, it surpasses the adult population—largely due to users having multiple accounts and engaging frequently. Ad impressions are almost evenly split, with 52.2% female and 47.8% male.
To sum it up, Facebook remains the digital pulse of the Philippines: more than just a place to scroll, it’s a hub where Filipinos go to connect, unwind, and discover.
TikTok's advertising reach in the Philippines is on a sharp upward trajectory, and the data backs it up. With the addition of 13.3 million users reached through digital marketing efforts, TikTok recorded a noteworthy 27.0% growth in reported ad reach over the past year. In terms of ad reach, this makes it hands down the fastest-growing social media platform in the country.
To put things in perspective:
- YouTube’s ad reach declined by 0.7%
- Facebook grew modestly at +4.6%
- Instagram gained +7.0%
- Messenger grew by +3.8%
TikTok's rapid rise, especially when compared to these top platforms, signals a shifting digital landscape that brands and marketers should be leveraging.
In early 2025, TikTok’s total ad reach in the Philippines is 62.3 million, representing 53.6% of the total population and 64.0% of all internet users. The platform also posted a 6.9% quarter-on-quarter increase, adding 4.01 million new users in the latest reporting period.
In terms of gender distribution, women make up 57.9% of TikTok's ad audience, while men account for 42.1%. The female adoption rate is particularly high at 91.5% (based on the female population aged 18+), compared to 68.5% for males.
With an overall adoption rate of 80.1% among Filipino internet users aged 18 and up, TikTok has become one of the most promising platforms for advertisers looking to tap into a highly engaged and fast-growing digital audience.
Mobile usage statistics in the Philippines
Along with the country's digital transformation, mobile connectivity in the Philippines is rising. The mobile connection rate in the nation is 122% in early 2025, with 142 million cellular mobile connections. This figure has increased by 13.4%, or 17 million additional connections, indicating consistent growth over the last 12 months.
This rise has paralleled and supported trends in e-commerce’s continued use, the popularity of TikTok, and the increasing adoption of digital payment methods. Ultimately, an increasing number of Filipinos are shopping online and making mobile transactions.
Mobile devices are shaping how Filipinos connect and driving how they access the internet. The nation has clearly shifted its focus to mobile: mobile phones accounted for 87.64% of all web traffic in the Philippines, marking a 114% year-on-year increase.
In contrast, desktop and laptop computers’ share of web traffic dropped to 11.32%, down 80.4% from the previous year, while tablet usage slightly declined to 1.03%.
With these actionable insights showing how strongly Filipinos lean toward mobile for their daily browsing, brands and digital marketers must now prioritise mobile optimisation above all else. Whether it’s websites, ads, or online experiences—in the Philippines, your audience is on mobile.
The sudden spike in mobile web traffic is a recent development in the Philippines, showing that mobile use has never been more predominant than it is now. The percentage of Filipino internet traffic on web pages originating from mobile devices more than doubled—from 41.04% in December 2023 to 87.64% in December 2024. Not only is this a massive increase from 2023, but it’s also significantly higher than any year since 2014.
Ecommerce statistics in the Philippines
In the next few sections of this report on the Social Media Statistics for the Philippines, we’ll discuss the growth of online shopping and e-commerce in the country. In today's digital landscape, Filipino consumers are more at ease performing sensitive, money-related tasks on their phones, such as making online purchases using their mobile phones, banking through mobile applications, and managing all aspects of a purchase online—from researching brands to receiving their orders.
In 2024, 14.3 million Filipinos shopped for consumer goods online, an increase of 8.9% over the previous year. This total in shopping amounted to $14.7 billion spent on online consumer goods purchases, up 15.1% year-on-year. The average consumer spending rose by 5.7%, with each shopper spending an average of $1,027.
Tying this into the previous section on mobile usage in the Philippines, 55.9% of all online sales were made on mobile phones, marking a 2.8% increase from the year prior. When more than half of online purchases in the Philippines are made on the go—and with the amount of screen time Filipinos spend—it's clear that effective digital marketing and mobile optimisation can potentially yield strong results when executed properly.
E-commerce in the Philippines is all about technology, food, beauty, and fashion. These four categories account for most digital consumer spending in the country.
With a total of $4.61 billion, electronics comprise the largest portion of e-commerce expenditure, accounting for 31.4% of net online spend. Shopee and Lazada’s much-anticipated monthly double-digit sale days (like 3.3, 8.8, 11.11, and so on) attract millions of Filipino shoppers looking for tech deals. These events often feature gamified lotteries and discount coupons, with flagship gadgets from brands like Samsung and Apple as headline items. It’s no surprise that banners promoting phones, laptops, and tablets dominate the home screens of these apps.
Food is next, contributing 15.6% of e-commerce spend or $2.29 billion in 2024. Thanks to the ever-present traffic and heat in the Philippines, food delivery platforms like Grab have become essential to everyday convenience. Promo codes and subscription perks—such as GrabUnlimited’s free delivery—create a winning formula that keeps users coming back.
At 15.5% and $2.28 billion annually, beauty and personal care also hold a strong online marketplace position. Filipinos enjoy browsing deals on cosmetics, skincare, and other personal care items through well-optimized mobile apps that make the shopping experience smooth and seamless.
Closely related is fashion, the fourth highest-value category, which makes up 11.4% or $1.67 billion of total spend. With the rise of fast fashion and mobile-first shopping experiences, consumers are increasingly choosing to shop for everyday essentials and stylish pieces online rather than in malls. Apps like Shein and Zalora dominate this space by offering flash sales, curated collections, and mobile-exclusive promotions tailored to the Filipino market.
The four main purchase drivers strongly ingrained in Filipino online shopping behaviour are free delivery, customer reviews, coupons and discounts, and cash on delivery.
The most important factor is free shipping, with 61% of online shoppers saying it would encourage them to complete a purchase. Filipinos are thrifty by nature and value savings above all else. Locally, the practice of buying items in small quantities or piece by piece is referred to as "tingi-tingi". So, for products costing ₱50–₱250 (~$1–$5), avoiding a delivery fee—which can sometimes match the price of the item itself—is essential to keep costs low.
At 50.2%, customer reviews come next. Filipino consumers rely heavily on actual user reviews and ratings, especially those with photos when deciding whether to purchase. With more international sellers now on Shopee and Lazada, product descriptions and sizing can sometimes be confusing. That’s why seeing proof of quality from fellow buyers—especially for electronics and fashion—is crucial before completing the transaction.
Coupons and discounts drive purchases for 48.8% of Filipino shoppers, further reinforcing how much they value a good deal. Whether it’s a ₱20 voucher, a rebate code, or a discounted bonus bundle, these small perks can easily sway someone into hitting "add to cart."
Lastly, 43.8% of Filipino online shoppers still prefer cash on delivery. While digital payments are gaining ground, many still opt to pay in cash—especially for smaller purchases. It’s seen as a more convenient and secure method, particularly in cases where a product doesn’t meet expectations, eliminating the hassle of refund processes.
Thanks to mobile wallets like GCash and Maya, as well as digital banks like GoTyme, digital payments in the Philippines are now more convenient than ever. Scanning a QR code allows you to pay with practically any app that supports a mobile wallet. Customers no longer need to carry physical wallets to pay for goods and services in many modern Filipino establishments—including restaurants, shops, and even sari-sari stores (informal neighbourhood convenience stores).
The number of Filipinos making digital payments increased by 10.2% year-over-year, reaching 37.3 million, or 3.45 million more users. The total annual value of digital payment transactions also grew by 15.9%, adding $6 billion for a total of $43.7 billion.
The widespread adoption of cashless transactions is evident, with the average annual value of digital payments per user reaching $1,170. In Siargao, for example, practically the entire island now accepts GCash!
Digital marketing statistics in the Philippines
Now, let's dive into digital marketing in the Philippines, specifically focusing on the three most effective methods Filipino adults use to discover brands.
Social media ads are the most popular form of advertising in the Philippines, and 42.5% of Filipinos have discovered new businesses through them. Targeted digital advertising has also become common, with companies setting highly specific ad parameters based on age, location, and even liked posts, taking full advantage of social media algorithms.
Lola Nena’s Gen Z–style campaigns are a great example of effective social media marketing. They engage followers by stitching viral global videos into their promos, creating an exciting and hilarious mix for Filipino viewers. On top of this, they tap into the familial side of Filipino culture by referring to customers as “apo” or children. Because Filipinos spend so much time on social media, it's no surprise that these platforms have become go-to sources for discovering new products and brands that suit their tastes.
Next, at 33.9%, are retail websites, which also function as digital storefronts. Filipinos frequently browse these platforms for new arrivals and great deals. Having strong presence on platforms like Lazada or Shopee can have a significant impact on brands that invest wisely in ads.
At 32.3%, TV commercials remain a highly effective channel for brand discovery, placing them in third place. In the Philippines, television is still deeply ingrained in daily life. Many households use the GMA Affordabox—also known as the “black box”—a digital TV receiver that offers access to cable-like channels without monthly fees. Commercials during noontime shows still resonate, as these programs are often watched as a family ritual during lunch, bringing brand messages straight into Filipino homes.
There has been a marked growth in both the number of people using the internet and the frequency with which they engage with social media, which is reflected in the increased advertising budgets of Philippine brands. Digital and traditional forms of advertising together accounted for $3.32 billion in national spending in 2024, up 7.4% or $229 million from the previous year.
What stands out is the significant role digital advertising plays in driving this growth. The total amount spent on digital ads reached $1.95 billion, an increase of $182 million or 10.3% year-over-year. Digital ads, such as those on search engines and social media platforms, now account for 58.6% of all advertising spending in the Philippines.
What we've observed throughout these statistics is confirmed by this growing trend: Filipinos spend significant time online, and companies are starting to take notice. Whether it's through influencer marketing, targeted social media ads, or strategic placements on e-commerce platforms, communicators are clearly focusing their efforts where their audiences are.
In the digital marketing scene of the Philippines, social media influencers are becoming increasingly significant as opinion leaders that companies can leverage in their marketing efforts. With Filipinos spending a large amount of time online—endlessly scrolling through social media and shopping on e-commerce platforms—the impact of influencer marketing has only grown stronger.
The Philippines has a long-standing celebrity culture, and many people closely follow celebrities and online personalities. These figures carry significant influence, from popular internet personalities like Bretman Rock and Mimiyuh to internationally recognised beauty queens like Catriona Gray and Pia Wurtzbach, as well as Olympic gold medalist Hidilyn Diaz. Brands quickly capitalise on trending figures, knowing that Filipinos are deeply influenced by what’s popular at any given time. As a result, influencer marketing has become an essential strategy for boosting brand recognition, increasing consumer engagement, and ultimately driving sales.
Spending on influencer advertising in the Philippines reached $109 million in 2024—15.9% higher than the previous year, with an increase of $14.9 million. Over the same period, influencer advertising’s share of total digital ad spend rose by 5.1%, now accounting for 5.6% of overall digital advertising in the country.
What's ahead for social media in the Philippines in 2025?
The Philippines, a country with a youthful population and a strong emphasis on social interaction, is rapidly developing into a digital-first society. Filipino digital behaviour is defined by strong social media engagement, mobile-first habits, and a growing demand for cashless transactions. Recognising these trends is essential as marketers and companies look to the future.
This report's findings suggest five key considerations for brands to thrive in the Philippines' dynamic digital landscape in 2025:
- Design for a Mobile-First Nation
Filipinos rely on their mobile phones for nearly everything. According to the latest data, 87.64% of web traffic comes from mobile devices, and that figure continues to grow year over year. All digital touchpoints—whether social media marketing, app functionality, or e-commerce websites—must be optimised for mobile use. With such pervasive mobile behaviour, brands that neglect mobile risk missing out on a significant opportunity to connect with their audience. - Bring Your Customers in Through Social Media
In the Philippines, 42.5% of consumers say they discover new products through social media ads, making it the leading channel for brand discovery. Filipinos browse, engage, and shop on platforms like Facebook Marketplace, TikTok’s influencer-led product videos, and Instagram’s algorithm-driven ad placements. To succeed here, brands must be proactive, visually compelling, and consistently present. - Adopt Strategies Driven by Influencers
Filipinos idolise celebrities, beauty queens, and local TikTok personalities. Brands should prioritise collaborations with creators who align with current cultural moments and community values. Influencer ad spend has risen by 15.9% and now makes up 5.6% of total digital advertising, reflecting their growing impact. - Craft Satisfying and Easy Shopping Experiences
The market is booming with 55.9% of online purchases made on mobile devices and total e-commerce spending reaching $14.7 billion. However, Filipino consumers are discerning and value-driven. Free delivery, discounts, and real customer reviews are top motivators. Brands that offer intuitive, trustworthy, and rewarding shopping experiences will earn long-term loyalty. - Build Relationships First, Not Just Business
Relationships are the foundation of social media in the Philippines. To build authentic engagement, brands must contribute to the conversation—not just sell. Staying connected with loved ones ranks among the top reasons Filipinos use digital platforms, highlighting the importance of a relational approach. Filipino consumers are savvy; knowing what resonates culturally and emotionally, like Lola Nena’s viral and heartfelt campaigns, is key in this always-online nation. The Filipino feed always welcomes targeted messages, funny memes, and stories worth sharing.
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