TikTok creators have astronomically elevated the app’s status from a fun pastime to an everyday essential, leading to a cultural and economic shift where creativity is now considered a legitimate and sustainable career.
In the Philippines, that’s even more apparent. TikTok has skyrocketed as the most-used social media platform, surpassing Meta platforms that seemed to dominate for years.
Where did the paradigm shift begin?
Well, during the pandemic, Filipinos turned to TikTok for a much-needed digital escape. They had access to the “For You” page (FYP) – recommending content tailored to individual interests and tastes – like comedy skits (e.g., “aircon” and “kanto” humor) and relatable “memes”. This feature made organic discovery easy for creators, eliminating the need for paid advertising. What’s more, these dopamine-boosting reels provided organic “happiness” within an otherwise bleak situation.
And so, the appeal stuck.
Fast forward to 2024, TikTok’s popularity remains strong, with 49.09 million active users – that’s precisely 41% of the entire Philippine population!
Though most have made a life post-pandemic, with on-site jobs and schools, TikTok’s bite-sized and portable functionality just slots into this ‘new’ lifestyle perfectly. They can just tap the app, see current trends (local or international), watch news clips, discover new music (maybe some Chapell Roan), and have a good laugh – all in a single space!
Related: Tiktok in the Philippines: A Cultural Phenomenon
TikTok as a Platform for Filipino Content Creators
The barrier to entry for Filipino creators on TikTok is considerably low. With minimal equipment – a smartphone, functional earphones, natural lighting, and basic editing – anyone can get started and find a niche they can pander to. Whether it’s cooking, comedy, dancing, singing, life advice, or even the most niche, most specific type of humour, there’s a crowd for it!
As creators become more dedicated to their craft, their ideas become grander. To achieve these visions, they take on more responsibilities or hire for them: they need an editor, a videographer, a social media or community manager, HMUAs (hair and makeup artists), scriptwriters, producers, and so on. All of this is just to ensure their content remains fresh and effective.
It’s a fair trade, really: put in the work, and the viewers (and monetization) will follow. After all, people love creators who can consistently put out relatable content. That translates to more shares, increased visibility, and a chance to land on the radar of big-name brands or talent scouts.
Job Creation through TikTok
Direct Monetization Opportunities Provided by TikTok for Filipinos
- Gifts
You might have seen videos of NPC Miles Morales (even outside TikTok), the creator who entertains their livestream viewers with tricks and iconic Spiderverse quotes in exchange for “galaxies” – virtual gifts that can be cashed out to actual money. In essence, this is the digital equivalent of sliding cash into a busker’s guitar case to make song requests or simply show appreciation for their talents.
- Brand Partnerships and Sponsorships
When brands are looking to get their name out there, they often tap into TikTok – specifically, the creators who boast a highly engaged following. These partnerships can be anything from featuring products in their videos – like those from unboxing TikToker Elyxirine – to just name-dropping them. The payout for these sponsored posts can vary depending on how popular they are and how complex the post is.
Indirect Job Opportunities Related to TikTok Content Creation
Naturally, the more established creators become on the platform, the higher the expectations to maintain momentum or surpass previous feats. This pushes them to invest in better equipment to elevate production, but they might also start streamlining operations to free up their time to focus on creating.
This has given rise to local entrepreneurs catering to the content creation market. JG Store and Kimstore are just some of the more popular local gadget suppliers that creators turn to when looking for quality content creation equipment. Many video editors, make-up artists, and studio owners have also expanded their services to cater to creators of all kinds.
Additionally, TikTok’s fame can extend to real-life ventures. For example, through the app, Sassa Gurl was discovered for her wit and humor, landing her a role on a show like Amazon Prime’s “Drag Den”. Similarly, Esnyr Ranollo’s relatable classroom skits, exhibiting his acting range, caught the eyes of casting directors, which led to roles in films like “Love is Color Blind” and “Shake Rattle and Roll.”
Challenges and Considerations
- The Sustainability of Content Creation as a Full-Time Job
Pursuing content creation full-time can be tricky to balance with real-life responsibilities. After all, it’s a time-consuming endeavor, and success isn’t always immediate. So start small, and only gradually increase investment when you start seeing results. This method will help you gauge if transitioning to this career path is feasible and sustainable before making any drastic changes.
- Navigating the Challenges of Online Harassment and Content Theft
Being online means you’re constantly under a microscope; anything you say or do can be thrust to the wrong side of TikTok, becoming fodder for those with opposing opinions. Others might try to provoke you by spamming unsavory words in your comment section or “stealing” your content by reposting them. However, resist the urge to feed them with responses as they’re not worth the energy; instead, report them to TikTok or block them.
- The Importance of Digital Literacy and Copyright Awareness Among Creators
Equipping yourself with knowledge about digital literacy and copyright protects not only your creative work – but also you from the headaches and financial burdens of potential legal disputes down the line! What’s more, the legalities of taxation are still a grey area with creators.
TikTok is Here to Stay!
Challenges notwithstanding, TikTok is here to stay. With its widespread influence, we can only expect more people to see the success of others and use it to gain confidence to create, and turn their passions into sustainable careers!
Want to grow your TikTok presence? Work with NGP-IMC for TikTok marketing solutions that drive tangible results for your brand. We’ve done it for other brands. Let’s do it for yours!
Gayle is a copy editor and contributing writer for NGP-IMC, covering all the latest buzz around PR and digital marketing. Previously, she’s penned personality-packed ad copies, headlines, print journals, and articles for industry-leading brands and publishers such as foodpanda, Under Armour, Klook, and more! Additionally, she’s profiled Olympic gold medalist Hidilyn Diaz, developed scripts for South Korea’s SK-Zic and interviewed female riders to shed light on their experiences at the forefront of dismantling gendered expectations within the male-dominated delivery space.
