TikTok is the epicenter for all things previously unassuming and made overnight iconic. (As of writing, the most on-trend schtick is the “very demure, very cutesy, very mindful” mantra that’s seeped into X, Instagram, and Facebook, so let that set the precedent for the timeliness of this article.)
Yes, that all started on TikTok!
But the influence of this platform isn’t limited to catchphrases that define the next viral sensation. It can generate buzz around just about anything – from a new must-have sneaker release to a must-try hole-in-the-wall cafe in Makati. TikTok can put anything on the map, making it a prime hub for brands to grow their audience and spark some real engagement!
Below, we’ve rounded up 5 Filipino brands that are leading the content charge and showing everyone how advertising is done! Get ready to take notes!
The Rise of TikTok in the Philippines
There are millions of daily active Filipino users, and it’s not hard to see why: the platform’s bite-sized format is just so quintessentially Pinoy — it’s #relatable, informative, and kwela. Also, it’s just plain convenient; the platform has an inclusive algorithm mechanism that levels the playing field for anyone and anything to be discovered. This is particularly perfect for time-strapped folks who can only hop in and out of the app during breaks to discover the latest happenings.
At a glance, the video platform can still seemingly exist within the limits of its online bubble (and understandably so, not everyone’s online after all). These things do have a way of spilling over into real-world trends, just like what happened with FinTok.
Closer to home, trends like tanghulu stands in malls were very much TikTok-influenced. It has contributed to revolutionizing marketing as a whole in the Philippines, with brands now recognizing its potential and implementing the app as a crucial part of their brand strategy. This could range from collaborating with popular influencers to participating in Bini’s Salamin Salamin dance challenges – all to facilitate engagement and gain visibility.
Top Filipino Brands on TikTok
The selection of top Filipino brands on TikTok is based on engagement, followers, and creativity. These criteria help identify brands that are not only popular but also effectively engage their audience through innovative content:
- Sunnies Face
The popular beauty brand, Sunnies Face, is tackling those dreaded “online vs. reality” makeup fails head-on by demonstrating the products in action. This way, their patrons are informed of every little detail even before they hit “add-to-cart”, which reduces the likelihood of returns and cultivates a strong sense of trust and credibility – enough that they’ll feel inclined to choose it again!
In addition, they also collaborate with established personalities and influencers to open up their following to a new crowd, increasing their reach.
- Jollibee
The beloved fast-food chain, Jollibee, has the viral recipe down pat! They engage the community with relatable stories like “After a heartbreak will you choose yourself?” and inspire a ton of user-generated content by leveraging the mascot’s inherent, usual party favor: dancing to trendy songs (like budots) at birthday parties. These fun, heartwarming, and fresh concepts greatly contribute to why it’s just so entertaining to watch, even for international viewers!
And as if that wasn’t enough, they’ve also recently launched a super-fun activation called, “joymeter” that uses a camera to measure smiles. But the gist is the bigger the smile, the bigger the discount! This unique and innovative idea has people sharing their experiences (and scores) on TikTok, which only further proves the effectiveness of Jollibee’s viral game!
- Lazada Philippines
Lazada Philippines has leveraged TikTok’s shopping features that, get this, make snagging the latest budol finds – easy in just a few taps! Plus, they team up with influencers and hold live sales to bring amazing deals and new apps to everyone’s notice. In general, this approach streamlines the shopping experience and expands the brand’s reach without the necessity of switching between apps!
One of the country’s beloved bus lines that ply North Luzon can also be found on TikTok. From highlighting their newly renovated terminals to talking about their various bus types that traverse multiple routes, Victory Liner is very much passenger-centric even online. They even market their other services on the app! Did you know that Victory Liner supports local businesses through their videos whenever they feature their logistics service Drop & Go? Watch the Victory Liner TikTok – they’re sure to have more valuable tips for local businesses in the months to come!
- Robinson’s Appliances
The appliance supplier arm of the Robinsons conglomerate might be a newcomer in the realm of the ‘Tok, but they’re certainly no strangers to garnering engagement on their videos. With views spanning hundreds of thousands to the millions, Robinson’s Appliances makes sure to shine an equal spotlight on all the brands it carries. More than that, though, they present their reels through relatable storytelling. You’ll have to see for yourself how many ‘sana all’ comments the page gets on a daily basis! And that’s on the power of TikTok marketing.
With Filipino brands securing their spot as household names even with the next generation, it’s easy to see why TikTok is necessary for marketing. Besides offering a unique platform that boasts various functionalities (such as shopping), it also lets brands flex their creativity and connect with audiences in fun, authentic ways! And with TikTok’s influence only set to grow, the future looks bright for Filipino brands that embrace innovation and transparency!
Want to harness the full power of TikTok for your brand? Work with NGP-IMC to develop a data-driven TikTok marketing strategy that connects and converts!
Harmony Adiao-Carrillo is the editorial lead of NGP-IMC.
