With more and more Filipinos and local brands engaging with vlog content, the Philippines is on the up and up to become one of the global leaders in vlog consumption this 2025. More than half of Filipino audiences are consuming vlogs at a rate higher than the international average – and this trend is showing no signs of slowing down.
What to Know and How to Leverage It For Your Business
In this article, we’ll explore the state of vlogging in the Philippines in 2025, key statistics, and insights into the trends shaping this powerful platform. We’ll also discuss how public relations and digital marketing agencies can help individuals and brands navigate the world of vlogging for greater success.
The Rise of Vlogging in the Philippines
Vlogging has become a cultural staple in the Philippines, with a growing number of creators producing content across platforms like YouTube, TikTok, and Facebook.
Key Vlogging Statistics in the Philippines
- Vlog Consumption – In 2025, it’s estimated that nearly 50% of Filipino internet users engage with vlogs weekly. This surpasses the global average, showing how integral vlogging has become to Filipino audiences.
- TikTok Growth – Filipino TikTok users spend an average of 40 hours and 46 minutes per month on the platform, highlighting the growing popularity of short-form video content.
- Influencer Marketing – The influencer marketing industry in the Philippines has seen a 17.7% increase in investment from 2023 to 2024, with a large portion of the investment directed towards vloggers and content creators.
- Platform Preferences – While YouTube is still the preferred platform for long-form vlogs, TikTok’s rise has made short-form videos a key content format in the Philippines, especially among younger audiences.
Vlogging in the Philippines is a powerful, impactful tool for engaging audiences. Brands that harness the power of vlogging can tap into a vibrant, engaged audience eager to consume authentic and relatable content.
Current Vlogging Trends in the Philippines
Several key trends are shaping the vlogging space in the Philippines this 2025. These trends not only define the type of content that is popular but also highlight the opportunities available for brands to engage with Filipino consumers in genuine, meaningful ways.
1. Platform Diversity: YouTube and TikTok
While YouTube remains the go-to platform for long-form vlogs, TikTok has emerged as a key player in the Filipino vlogging space.
TikTok’s algorithm rewards creative, engaging, and timely content, making it ideal for creators who quickly hop on trends or challenges.
YouTube, on the other hand, allows vloggers to tackle more serious topics, share more comprehensive stories, or even build their own vlogging series.
Many Filipino vloggers successfully use both platforms, leveraging TikTok for bite-sized content and YouTube for more in-depth storytelling.
2. Localized Content
Creators are successfully leveraging hyper-local content to build deeper connections with their followers. More and more Filipino vloggers focus on localized content that speaks to specific regions, cultures, and dialects. Foreign content creators have highlighted Filipino culture as well.
This trend highlights the Philippines’ cultural diversity and a collective desire to see content that resonates with their experiences and identity. For example, Mindanawon vlogger Johanna Quilinderino, who goes by the name GandangMorenx, amassed 4.2 million followers on TikTok by sharing her opinions and making jokes about her life experiences growing up.
This hyper-local approach not only fosters engagement but also enhances the cultural relevance of the content.
3. Brand Integration and Sponsored Content
As vlogging continues to grow in popularity, many brands, both local and international, partner with vloggers for sponsored content and product placements. Not only does partnering tap into their fanbase, but it also reaches a bigger audience. This trend is strong in sectors like beauty, fashion, food, travel, and tech.
An example of this is Visayan vlogger Nana Silayro. She has partnered (and been sponsored by) local skincare brands such as Innisfree, Vitress, and CDO, among others.
4. Authenticity and Relatability
Filipino audiences crave authenticity. In 2025, viewers are far more likely to follow creators who offer relatable content that highlights real-life experiences rather than overly polished or scripted videos. This trend boosted couple-vloggers into the spotlight and has also led to the rise of “everyday vlogs” where creators share snippets of their personal lives, from their daily routines to their opinions on current events.
Instead of focusing on traditional advertising, brands can incorporate vlogging to build genuine connections with their target audience.
How a Public Relations and Digital Marketing Agency Can Help Brands Leverage Vlogging
As the vlogging landscape continues to evolve, businesses must adapt. Whether you are a brand looking to collaborate with vloggers or an individual creator aiming to grow your following, a public relations and digital marketing agency with a proven track record of successful campaigns can help you navigate the complexities of vlogging.
1. Strategic Planning and Content Creation
A PR and digital marketing agency can collaborate with businesses to create a vlogging strategy that aligns with their overall marketing objectives.
From identifying the right platforms to choosing the content that will resonate with the target audience, agencies can ensure that your vlogs have a clear purpose and direction. Agencies can also assist in content creation by providing professional video production, editing, and storytelling expertise.
2. Influencer Partnerships and Campaign Management
For businesses looking to partner with vloggers, a PR and digital marketing agency with an extensive media network can help identify the right influencers for their brand. Through this, agencies can facilitate collaborations with vloggers who align with the brand’s values and target audience.
Furthermore, agencies can manage the entire campaign, from negotiating contracts to measuring performance.
3. Brand Visibility and Publicity
For businesses looking to boost their brand visibility through vlogging, a PR agency can leverage its media connections to generate press coverage and publicity.
They can also ensure that the brand’s image stays consistent. By strategically placing vlogs in front of the right audience, agencies can help amplify the reach of vlog content and build brand awareness.
Get Behind That Camera!
Vlogging has evolved into a dominant force in the Philippine digital marketing world. By understanding current trends, leveraging platform diversity, and collaborating with the right partners, you can ensure that your vlogs stand out in the competitive landscape.
Whether you are a brand looking to enhance visibility or an individual creator trying to grow your audience, feel free to collaborate with us to map out your brand’s vlogging blueprint in 2025 and beyond!
Kriztin Cruz is a recruitment and digital marketing professional, freelance writer, hobbyist painter, and frustrated sociologist–with too many things to want and too little time to spare. She graduated with a Psychology degree in 2019 at De La Salle – College of Saint Benilde Antipolo. When she’s not drafting a corporate letter or working on anything digital marketing, you can find her doing the following, but not in this order: reading a good book, scavenging for a good book, sketching, painting, journaling, junk journaling, obsessing over an obscure Czechoslovakian surrealist film (or anything by Miyazaki or Del Toro), cooking, finding a cafe to relax in, and creating new things while a nice documentary plays in the background.
