Andrew Weinreich, the father of social networking and the launcher of the first social networking site, said in an interview that he created his platform (Six Degrees) to help connect strangers. Social networking sites have evolved from Andrew’s original vision to serve many different roles for their users.
One such role is a highly complex marketplace. Anyone, from the largest corporations to lone individuals, can sell products and interact directly with their customers. Social media is also an extremely efficient marketing channel, with viral posts reaching millions of people. This channel is particularly effective in the Philippines.
Why Social Media Marketing is Important in the Philippines
The Philippines is among the top 10 countries in terms of active social media users at 83.04 million, despite being only the 13th biggest population in the globe. With this figure in mind, it’s safe to say that people here love social media. Such an engaged and active group of people serves as a goldmine for businesses looking to drive conversions.
For example, Facebook Marketplace reported $26 billion in sales in 2022. This figure doesn’t even include conversions from advertisements on the site. Instagram is another popular advertising website where sponsored influencers review products to their thousands of followers.
The Top Social Media Platforms in the Philippines
Before you start social media marketing, you must know the landscape to pick which suits your brand the best.
- Facebook and Messenger
Facebook and Messenger have entered many parts of an average Filipino’s life. People use these platforms to get news updates, work on group projects, keep in touch with their families, and much more. Filipinos use Facebook simply because everyone’s already on it, making it so convenient for users. - YouTube
For many Filipinos, YouTube is the platform for watching and posting videos. You can find everything from the latest news to micro reviews on the Shorts app. In 2018, Google found that Filipinos watched music videos and how-to guides the most. - Twitter
Many Filipinos use Twitter to receive breaking news and keep up with their favorite influencers. Additionally, most viral posts are shared on Twitter, usually memes, eye-catching videos, or shocking information. - Instagram
On top of keeping up with content creators and celebrities, Filipinos use Instagram to post personal pictures and videos. Many people use them as a public album to keep treasured memories. Instagram Stories are also frequently used, letting users upload fleeting content without the commitment of full posts. - TikTok
TikTok content comes in very short videos that cover any topic. The platform’s algorithm and infinite-scrolling user interface captivate many Filipinos, leading them to watch hours of content. Many users also post their submissions to viral trends and challenges.
5 Tips for Social Media Marketing in the Philippines
Before launching your marketing campaign, here are some tips and tricks on using social media platforms to their full potential.
- Identify the best platforms for your brand
Each platform might have similar features—videos, posts, and private messages. However, users generally look for different things, like using YouTube for information and Twitter for news. An ad that thrives on Facebook may flounder on TikTok.
Choosing the right platforms involves identifying the things that work on each and understanding your brand voice. For example, TikTok might not suit the brand image of formal and professional companies. Instead, YouTube might have a more interested audience.
- Utilize videos and short-form content
Making your posts short, concise, and shareable is the key to a successful ad launch. All five top platforms allow short videos, which help you repurpose and cross-post your content. While videos are twice as likely to get shares than other forms of content, note that engagement drops off sharply after two minutes.
With so many things competing for a viewer’s attention, you must get your message across quickly and as clearly. Short-form content like how-to guides and product demonstrations are ideal as they effectively show user benefits and are easy to engage and share with others.
- Borrow influence
Surveying a social media platform should include researching your niche's most popular content creators. It’s challenging to break into an industry with many competitors, but influencers help get your product seen.
Influencers have cultivated audiences interested in the creator’s personality and that trust in their opinions. Use that trust by letting the influencer review your product for their audience or sponsoring a video. Trust your product’s quality and let the conversions come from its glowing reviews.
- Be consistent and authentic with your posts
Long-time social media users spot a sales attempt from a mile away and rapidly click off or scroll past obvious adverts. When you use social media, you need to use a consistent tone and act like a human—not an entity just trying to sell something.
For example, participating in trends can be an easy way to raise brand awareness. But disingenuous attempts or videos that seem forced can be off-putting and hurt your efforts instead.
- Make sure everything's ready in the back end
Before launching a campaign on social media, ensure your back-end systems are ready for the increased load. All the leads in the world mean nothing if your website crashes, your online payment methods glitch, or you simply run out of inventory.
Because social media is such a powerful tool, you should expect a surge in orders and adjust your back-end systems to handle the increased traffic.
Maximizing the Social Marketplace
Everyone is interconnected, and news travels extremely quickly. Social networking platforms revolutionized the way people and organizations interact with one another. Using the tips above, tap into the power of these marketing channels.
If you’re considering using social media in your marketing efforts, partner with RUSH! We are one of the top Philippine eCommerce platforms, helping you with every step in your business journey. Contact our Sales Champs today to learn more!
