Social media platforms continue to dominate the digital marketing landscape in the Philippines – and our local content creators are at the forefront.
If you’ve been wanting to create (and monetize) content, there’s never been a better time. Whether you’re looking to build a personal following, promote a business, or partner with a brand to engage audiences, this short, general guide will cover how to become a great content creator on the most popular social platforms in the Philippines. We’ll look into best practices, tips, and techniques to help you succeed in 2025 and beyond!
1. Choose the Right Platform
The first step is to select the right platform to focus on. Focus on one platform initially, but tailor content for others later.
Here’s a quick look at the top social media platforms used in the Philippines in 2025:
Facebook is still the country’s leading social media platform as of March 2025. 94.7% of internet users in the Philippines use Facebook, an average of 26 hours and 54 minutes per month.
It’s great for posting all sorts of content and building community. For a better picture, here’s one of our other posts highlighting Facebook as a platform.
TikTok
Known for its short-form videos, 43.3 million of TikTok’s Filipino users spend an average of 40 hours and 46 minutes a month on the app.
TikTok is the best platform for going viral and creating trends across a younger Filipino demographic. For best results, keep your TikTok between 21 to 34 seconds.
YouTube
YouTube is the best choice for long-form video content (tutorials, relatable vlogs, in-depth product reviews). Many top Filipino content creators have used YouTube to build their careers from the ground up.
Don’t worry about longer videos: YouTube’s ads reached 59.2% of internet users across the Philippines, regardless of age.
As early as 2025, Instagram had more than 22.9 million users in the Philippines.
The platform is ideal for sharing visually appealing content, including photos, stories, reels, etc. It’s widely used by (but not limited to) fashion, lifestyle, beauty, and food influencers in the Philippines.
2. Choose and Define Your Audience
Next, choose (and know!) who to create for. Are you a toy brand targeting new parents? Or a Gen Z artist looking to sell your work online?
There’s nothing wrong with catering to a wide net of audiences. However, the Filipino audience on social media is diverse, spanning various age groups, interests, and demographics. In this sea, it’s best to narrow down your audience and then work on understanding them well.
Tips to Understand Your Audience:
- Use Analytics
Most social media platforms, including Facebook and Instagram, provide robust analytics tools that allow you to track key metrics such as audience demographics (age, gender, location), interests, and engagement levels.
Turn your account into a business profile to gain access to these insights. Use the data to tweak your content strategy and optimize what works best.
- Create Personas, or Keep It Natural
Create personas based on your ideal followers, or keep being your best self! Either will help you create content that resonates deeply with your target audience.
3. Master the Art of Storytelling
Storytelling is powerful, and how you tell your story matters! Whatever platform you use, people engage more with content that connects with them, or uniquely provides value.
Tips for Great Storytelling:
- Hook Your Audience
Start your videos with a strong hook to grab attention within the first few seconds. Ask a bold question, make a bold statement, or show something visually engaging!
- Create Relatable, Authentic Content
In the Philippines, authentic content that resonates with the local culture, language, and humor, performs well. Filipino content creators CongTV and Bretman Rock are two good examples of this.
Share your personal experiences, opinions, and insights. Incorporate Filipino values, popular culture, and everyday scenarios. You can even use Filipino or other local languages to narrate your content. The more relatable, the better. These things can deeply resonate with a Filipino audience.
- Experiment
Don’t be afraid to try new content types, posting times, or styles. It will also help you understand what resonates most with your audience.
4. Engage with Your Community
Building a loyal following goes beyond simply posting content. Filipinos value personal connections, and your audience values your content, so interact with your community on a personal level: respond to comments, ask questions in your posts, and create polls or Q&A sessions.
Tips for Engagement:
- Collaborate with Other Creators
Partnering with other content creators can help you tap into new audiences and grow your community.
- Host Giveaways
To boost engagement, host giveaways or contests. Your Filipino audience enjoys freebies! This is popular because gifts are so integral in Filipino culture.
5. Leverage Trends
Trends are significant to being visible on social platforms. With algorithms that constantly change, it helps to monitor and be alert to trends. Keep an eye on what’s trending on TikTok, Instagram, and X (formerly Twitter). Participate in challenges, or create your own!
Other Tips for Using Trends:
- Use Hashtags and Keywords Intentionally
Did you know that hashtags are the new social media SEO? While hashtags may not be as powerful as they once were, they’re still relevant, especially when used strategically.
Research carefully. Avoid spamming your posts with excessive hashtags and focus on relevant keywords that help your content get discovered.
6. Stay Consistent
Content may be king, but consistency is queen. It is key to building a loyal, engaged audience while keeping your personal brand relevant. While some platforms (like Facebook and Instagram stories) work best with you posting at least once a day, you don’t need to post every day.
Establish a regular posting schedule. Whether you post once a day, several times a week, or weekly, make sure your audience knows when to expect new content from you.
Other Tips for Consistency:
- Create a Content Calendar
Plan out your posts in advance. This helps you stay organized and ensures consistency–if you stick to it, of course.
- Create in Bulk
If you’re busy, create several pieces of content in one sitting and schedule them for later release.
Facebook already comes with Meta Business, and you can link this with your Instagram account. But other tools like Later and Buffer can also help you schedule posts in advance for the same platforms, as well as TikTok and, if you feel like it, X (formerly Twitter).
7. Partner with a Digital Marketing Agency
Partnering with a reliable public relations and digital marketing agency, with a solid portfolio, can help you scale your efforts and take content creation to the next level.
You can also focus more on the creative aspect of creating content!
Create Today!
You CAN succeed as a content creator in the Philippines! It’s never too late.
All you have to do is understand your audience, master your storytelling, stay consistent, and leverage trends. Focus on the platform that suits your content, engage actively with your followers, and always be adaptable.
It also helps to work with experts that have over 25 years of experience adapting to various markets and leveraging brands – offline and online. Our work speaks for itself.
For a tailor-made action plan around your content, contact us here!
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.
