July 23, 2024 update: Updated statistics, new examples, and personal insights for 2024.
The Philippines is a country with a rapidly growing digital landscape. In 2023, the country recorded 86.7 million active social media identities, with an average time spent of 3 hours and 34 minutes daily [1].
This simply means that social media is an integral part of the Filipino lifestyle, making it a very important platform for businesses to reach and engage with their target audience.
Networking through social media is the most popular online activity in the Philippines.
Among the many activities that Filipinos engage in on social media, networking is arguably the most popular.
It has become an essential part of the daily lives of Filipinos, with 86.75 million Filipino identities accessing, on average, eight social media platforms to connect, share information, build relationships, and leverage those relationships to achieve personal or professional goals. [2]
According to a Meltwater report, as of January 2024, the most used social media platform in the Philippines is Facebook, with over 86.75 million potential ad reach.
This is followed by Facebook Messenger (59.55M), Tiktok (49.09M), and Instagram.
In addition to the high levels of social media use, networking through social media allows Filipinos to extend their reach beyond their immediate circle of contacts and connect with others who share their interests or goals.
In fact, at the beginning of 2024, Facebook's advertising reach in the Philippines was equal to 73.4% of the country's total population, as it is the preferred networking platform for Filipinos.
These statistics highlight the importance of social media in the lives of Filipinos and how it has become an integral part of networking and information sharing.
For businesses, these figures present a significant opportunity to leverage social media platforms like Facebook and YouTube to connect with their target audience in the Philippines.
Editor's notes: While I am primarily a search engine marketer, I understand that if I want to reach Filipino consumers, I have to utilize social media. And it worked! Jumping into social media has benefited my business manyfold, enabling me to grow further and profit more than I would have if I boxed myself into just SEO.
How social media marketing can help you achieve your business goals.
Social media has become an indispensable tool for businesses looking to expand their reach and achieve their business goals.
By creating a strategic social media plan and consistently posting engaging content, businesses can harness the power of social media to grow and succeed in today's digital world.
Reach new audiences through targeted ads
Social media platforms are an excellent and cost-effective way to reach new audiences, especially for small and medium-sized businesses.
With millions of users in the Philippines, social media platforms have made reaching a specific target audience easier based on demographics, interests, behaviors, and location.
By creating targeted ads, businesses can reach potential customers who may not have heard of them otherwise.
Build your brand
By consistently posting engaging and informative content, you can establish your business as an authority in your industry.
Social media also provide an ideal platform to showcase your company's values, mission, and culture. This will help increase brand recognition and loyalty, which can lead to more sales and customer retention.
Generate more leads
Social media platforms also provide lead-generation tools that allow you to capture contact information from interested parties, making it easier to follow up and convert them into customers.
For example, you can create a Lead Ads for your Facebook page.
By creating targeted campaigns and offering special promotions or discounts through social media, businesses can encourage users to visit their website or physical store.
Showcase your expertise
Showcasing your expertise is another benefit of social media marketing in the Philippines.
By sharing informative and educational content through posts, carousels, and vlogs, you can establish yourself as a thought leader in your industry.
This can lead to increased credibility, visibility, and authority, which can help attract new customers who will be more likely to choose your business over competitors and build stronger relationships with existing ones.
Provide better customer service
Finally, social media marketing can also help businesses provide better customer service.
A good example of this are chatbots or automated customer service prompts. You've probably experienced interacting with chatbots from your internet service provider.
By providing a platform for customers to connect with your business, you can respond to inquiries, provide support, and resolve issues quickly and efficiently.
This can lead to increased customer satisfaction and loyalty, which can help grow your business over the long term.
How to start social media marketing for your business
To start social media marketing for your business, you need to clearly understand your target audience, goals, and available resources.
Additionally there is a need to find the right platform for your business. For example, some businesses might not benefit from having an X (formerly Twitter) account.
Before diving into this, businesses must first determine which platforms they should be using.
What social media platforms should my business be using?
It's essential to choose platforms that align with your business goals, target audience, and industry.
As a general rule, businesses should start by creating profiles on the most popular social media platforms like Facebook, Instagram, and TikTok. X, YouTube, and LinkedIn are also runners-up for some industries, but I would say they're optional or on a case-by-case basis.
Facebook remains the most popular social media platform in the Philippines, with 73.4% of Filipino internet users accessed each month.
This platform offers a wide range of features for businesses to reach their target audience, including the ability to create pages, manage groups, and run ads. Facebook also allows businesses to interact with their customers through messages, comments, and reviews.
Moreover, Facebook has a user-friendly interface (although Ads Manager is a different story in terms of UX) that allows businesses to share a variety of content formats, such as images, videos, and links.
It also allows businesses to create events, polls, and even run surveys to understand their audience better. These features make it an excellent platform for building brand awareness and engaging customers.
In addition to Facebook, Instagram is another popular platform in the Philippines.
This platform is more focused on visual content and is an excellent choice for businesses that want to showcase their products or services through images and videos. The fashion, art, and construction industry can benefit from having an active IG account.
Instagram also offers features such as Instagram Stories, IGTV, and Reels, which provide more options for businesses to create engaging content.
TikTok
TikTok has recently gained popularity among younger audiences and has over 49.09 million users in the Philippines.
It is an excellent platform for businesses that want to reach a younger demographic and create short-form videos that are engaging and shareable.
Businesses can also use TikTok to showcase their products or services in a creative way and participate in trends or challenges to gain more visibility.
YouTube
YouTube is another platform that businesses can use to create video content and reach a broader audience.
With over 58.10 million monthly active users in the Philippines, YouTube is an excellent platform for businesses that want to create both short-form (called "YouTube Shorts") and longer-form video content, such as tutorials, product demos, or educational content.
YouTube also allows businesses to monetize their videos through ads and sponsorships, making it an excellent platform for generating additional revenue.
Among all these platforms, Facebook remains the most suitable social media platform for businesses in the Philippines due to its large user base, user-friendly interface, and wide range of features.
However, businesses can also consider using other platforms depending on their marketing goals and target audience.
How To Create A Facebook Business Account
If you are a business owner looking to create a Facebook Business Account in the Philippines, you can follow these simple steps:
- Go to facebook.com/business and click "Create a Page."
- Choose your business type and enter your business details.
- Add a profile picture and cover photo.
- Complete your Page Info section and add your business hours, contact information, and other details.
- Invite your friends and customers to like your page.
- Start creating and publishing content to engage with your audience and build brand awareness.
Remember, having a social media presence is only half the battle.
It's necessary to create engaging content and interact with your customers regularly to build a loyal following and grow your business.
6 tips to grow your brand through social media marketing
Social media marketing is vital for businesses looking to build their brand and increase their reach. Here are six tips to help you grow your brand through social media marketing:
Listen to your customers
One of the most crucial aspects of growing a brand through social media marketing is listening to your customers.
Paying attention to their comments, complaints, and feedback can provide valuable insights that can help you improve your products or services.
Be the bigger person: sometimes people will try to rile you up or attempt to get a negative reaction out of you. Be the bigger person and ignore these trolls. You may also receive harsh or even unfair reviews. Use these as lessons to improve your service or create policies to better protect your business.
Responding to their queries, showing appreciation for their feedback, and addressing their concerns can also help build customer loyalty and trust.
By listening to your customers, you can also learn what they are looking for and what they expect from your brand.
Identify the right social media platforms.
Choosing the right social media platforms is crucial for the success of your social media marketing strategy since not all social media platforms are created equal. You need to know which platforms your target audience is using.
For instance, if you're a fashion e-commerce store targeting Gen Zs and millennials, Instagram would be a better choice than LinkedIn.
Understanding the demographic makeup of each social media platform will help also you tailor your content to the platform's audience and increase engagement.
Visualize your message through Reels, Shorts, and TikToks
Short video formats like Reels, Shorts, and TikTok videos have become popular, particularly user-generated content (UGC).
In fact, according to a report by HubSpot, short-form videos get the most engagement and highest ROI format on social media platforms.
UGC videos can showcase your brand's personality, and since your customers create them, they are more authentic and can help build brand loyalty. You can also outsource UGC videos for a relatively affordable price from platforms like Fiverr.
Make sure your content is easy to consume.
In the Philippines, there is a preference for easy-to-consume packaging, also known as "sachet culture."
This applies to social media content as well. Attention spans have gotten shorter, and consumers prefer bite-sized pieces of information.
While long-form videos still have their place (usually in the middle or bottom of the sales funnel), short-form videos are great for increasing brand awareness. Ensure your content is visually appealing and easy to digest, regardless of the format.
Build a community.
Filipinos are known for their communal nature, even on social media. Building a community around your brand can help you foster a deeper connection with your customers and fans.
Consider creating a Facebook group for your business where customers can interact with you on a more personal level.
If you're in an industry with enthusiasts (like mechanical keyboards or wines), consider creating a subreddit where fans can share tips and discuss their passions.
Track your social media marketing performance.
Lastly, it's important to track your social media marketing performance.
Use analytics to measure the success of your campaigns and identify areas for improvement. Facebook and Instagram have built-in business insights to track post-performance, engagement, and ad performance.
Third-party tools like Ad Espresso and Hootsuite Analytics can also help you track your social media marketing performance. Use this data to optimize your strategy and make data-driven decisions about your social media marketing.
Doing social media marketing in the Philippines is criticaly to your digital marketing success.
The Philippine digital market continues to grow and evolve, and staying ahead of the curve regarding social media marketing is essential.
With all the latest trends and strategies this 2024, businesses can ensure they reach their target audience effectively and maximize their digital marketing ROI.
By leveraging social media marketing strategies that are tailored to the unique needs and preferences of Filipino audiences, businesses can build brand awareness, increase website traffic, and drive conversions.
What are you waiting for? Get started on social media today!
References
[1],[2] https://www.meltwater.com/en/blog/social-media-statistics-philippines
