The digital world is fast-evolving. In the Philippines, influencers are one of the keys to business success. As influencer marketing trends, they are able to shape how local entrepreneurs approach digital marketing.
Today, we will explore the marketing strategies of some local influencers who have ventured into business and are making significant waves. Their approaches can inspire local entrepreneurs and small businesses to thrive in today’s very competitive market.
Let’s dive into the influencers that are driving success in the Philippines’ business landscape today!
1. Dani Barretto
From motherhood to entrepreneurship, Dani Barretto-Panlilio inspires and empowers women with her content. A lifestyle influencer and entrepreneur admired for her authentic and relatable content, Dani has amassed a following of 809K on Instagram and 577.6K on TikTok. She is the founder and CEO of Wellness Whispers, a wellness brand that supplements women’s health, especially those with PCOS.
Dani’s marketing strategy thrives on authenticity. She engages with her audience on many platforms. She is unafraid of sharing her personal experience as a mom, an entrepreneur, and a woman who has PCOS—no matter how unglamorous the realities of these experiences are. Her language of choice also makes her feel more relatable and approachable. This makes her a trusted advocate for women’s lifestyle and wellness.
2. Kylie Verzosa
From pageants to the screen, Kylie is known for never letting anything keep her from fulfilling her dreams.
As a former beauty queen, model, and mental health advocate, she boasts 1.7M Instagram followers and 680K TikTok followers, with quite significant engagement rates. She is the founder of Sola, a shapewear brand designed to empower individuals of all body types to embrace their bodies with confidence.
With years of experience in the entertainment and beauty industries, Kylie has leveraged her platform to build her expertise and credibility in the fitness space. Her marketing strategy taps into her prestige as a former beauty queen, using her status to establish trust and resonate with her audience.
3. Slater Young
He’s now better known as the celebrity engineer sharing his expertise to shape the Philippine property market for the better.
Slater Young is a businessman, engineer, and former reality TV star known for his expertise in real estate, construction, and finance. He is the owner of Liteblock, a pioneering company in the production of lightweight concrete in the Philippines.
Slater gained even more popularity on social media when he began sharing his knowledge, particularly in construction. His content is focused on offering valuable tips on real estate, home renovations, and personal finance.
His marketing strategy revolves around educational content and positioning himself as an expert in engineering and real estate. By providing practical advice on household construction and renovations, Slater subtly markets his services and products, building trust with his audience and attracting more customers to his business ventures.
In the highly competitive real estate industry, Slater’s marketing approach has proven to be highly effective in driving both engagement and business growth.
4. Unbox Diaries
It’s the channel that’s redefining tech reviews and unboxing videos.
Unbox Diaries is a popular YouTube channel. It unboxes and reviews tech gadgets, electronics, and lifestyle products. As of 2024, the channel has over 1.1 million YouTube subscribers and 200K followers on Facebook and Instagram.
Unbox Diaries thrives on consistent, high-quality-produced content. It is now a trusted source for tech fans, with its honest reviews, detailed comparisons, and ultimately engaging unboxing videos.
Part of its strategy was consistently creating high-quality content. The channel became known for covering almost every new product in the market, with many viewers relying on their reviews before making purchasing decisions. Unbox Diaries was frequently invited to exclusive product launches, where they had the opportunity to experience the latest electronics firsthand. They’ve since gone from purely tech, to unboxing all different kinds of things. They also have a presence on popular e-commerce platforms (under the same username, which is a nod to consistency in marketing), where users can, for instance, try a food item or perfume they recently reviewed.
Their comprehensive, unbiased, and transparent reviews alone are impressive as they continue to be one of the most well-known trusted channels in the tech industry. Couple that with a strong e-commerce presence and an integrated approach to sales, and they really become the perfect example of an influencer entrepreneur.
5. Ninong Ry
We all have ‘that’ ninong who loves to cook.
Ninong Ry (Ry Tiongson) is a Filipino food blogger and influencer. He is famous for his funny food reviews, vlogs, and recipe tutorials. With 2.3 million Instagram followers and 1.3 million YouTube subscribers, Ninong Ry has a loyal audience of foodies and chefs.
He bases his marketing strategy on relatable and humorous content that appeals to his audience’s love for food—because if there’s anything Filipinos love, it’s good food and good humor. Bring those two together, and you’ve hit gold!
Ninong Ry shares honest food reviews, simple recipes, and cooking tutorials. He creates a community around his brand. He also uses affiliate marketing, constantly making connections with other rising and popular content creators. Don’t be surprised to find him partnering with your favorite brand soon!
Transform your marketing strategies with the right partners
Top local business influencers in the Philippines excel at blending authenticity, community, and partnerships. Most of them started building their brands first before fully becoming entrepreneurs themselves.
For aspiring entrepreneurs, one lesson we could learn from them was the importance of strategically building your branding and appropriately positioning yourself in the industry. To get you started with it, look for a public relations agency that can help you further amplify your marketing efforts. They can refine your messaging, boost your brand, and create campaigns that resonate with your audience.
A good PR strategy will help you grow your business and beat the evolving and fierce business competition as years go by.
Amy Ruth Valenzuela is a graduate of Far Eastern University, where she earned a Bachelor of Arts in Communication. With a strong passion for communications and media relations, Ruth has developed a diverse skill set that includes journalism, scriptwriting, events and production management, risk management, social media marketing, and layout and graphic design. Her experience in these areas has shaped her approach to storytelling and content creation, driving a commitment to excellence in every project. Ruth is dedicated to leveraging her expertise to create impactful narratives and foster meaningful connections in the industry.