AS IN G IN F L U E N C E

THE INCRE
E C E L E BR I TIE S L IK E
OF ONLIN
S IN T H E P H I L IP P IN E S
BLOGGER
T O N M A R K E T IN G
AND ITS IMPAC
, MA NIG O, POL ON GA SA)
TEAM 9 (SACOTE, UMAPAS
• IN THE DIGITAL SHIFT, THE PHILIPPINES HAS TAKEN THE GLOBAL LEAD IN ONE PARTICULAR AREA: TIME SPENT
ON SOCIAL MEDIA. DUBBED AS THE “SOCIAL MEDIA CAPITAL OF THE WORLD”, IT’S NO WONDER THE PHILIPPINES
IS A HOTSPOT FOR SOCIAL MEDIA MARKETING TO PROSPER. THE MARKET POTENTIAL CONTINUES TO GROW
WITH MORE FILIPINOS SPENDING GREAT AMOUNT OF TIME ON SOCIAL MEDIA. 

• SOCIAL MEDIA IS EVER-CHANGING IN PHILIPPINES. ONE TREND IS INFLUENCER-GENERATED CONTENT. WHILE

NOT EXACTLY A NEW CONCEPT, IT WILL CONTINUE TO REMAIN AS A DOMINANT FORCE IN SOCIAL MEDIA
MARKETING. STUDY SHOWS THAT 78% OF CONSUMERS PREFER BRANDS AND COMPANIES WHO DELIVER
CUSTOM CONTENT AS OPPOSED TO OUTRIGHT ADVERTISING. WHAT WILL INCREASE IN POPULARITY AS THE
YEAR PROGRESSES IS INTERACTIVE CONTENT.
• INFLUENCER MARKETING CONTINUES ITS STEADY GROWTH IN THE PHILIPPINES, AND TAKING STEPS
TOWARDS MAKING AN IMPACT ON BUSINESSES. AT THE SAME TIME, INFLUENCER MARKETING IS
BECOMING A KEY PART OF MARKETING STRATEGIES IN THE PHILIPPINES, WITH OBJECTIVE-BASED
INFLUENCER MARKETING TRENDING.
 ACCORDING TO WE ARE SOCIAL AND
HOOTSUITE, THERE WERE 73 MILLION
INTERNET USERS (AT 67% PENETRATION
RATE) IN THE PHILIPPINES AT THE START OF
2020, AND AN EQUAL AMOUNT OF INTERNET
USERS ARE ALSO ACTIVE SOCIAL MEDIA
USERS (73 MILLION).
• THIS REPRESENTS AN OPPORTUNITY FOR MARKETERS TO LEVERAGE ON SOCIAL INFLUENCERS TO DRIVE
VARIOUS MARKETING OBJECTIVES – AND THE USE OF SOCIAL MEDIA IS STILL GROWING! THE SAME
REPORT PEGGED YEAR-ON-YEAR GROWTH OF SOCIAL MEDIA AT 8.6% (OR A WHOPPING 5.8 MILLION NEW
USERS!).

• THAT GROWTH STAT IS PARTICULARLY INTERESTING WHEN SUMMARIZING HOW INFLUENCER

MARKETING IN THE PHILIPPINES STACKS UP. WITH AN INCREASING NUMBER OF PEOPLE IN THE
PHILIPPINES STARTING ON SOCIAL MEDIA, THERE IS A BIG OPPORTUNITY FOR NOT JUST BRANDS BUT
INFLUENCERS TOO, IN ENGAGING WITH USERS IN THEIR “DISCOVERY” PHASE ON A NEW MEDIUM.
WHY INFLUENCE MARKETING?

• BRANDS LOOKING INTO INFLUENCER MARKETING SHOULD TAKE NOTE OF THE TRENDS IN THE INDUSTRY IN ORDER TO FULLY STRATEGISE
THEIR CAMPAIGN. WE HAVE IDENTIFIED 3 PROMINENT TRENDS OF INFLUENCER MARKETING COMING 2017:

• TREND #1: EMPHASIS TOWARDS CONTENT MARKETING

• IN 2016, WE HAVE SEEN AND EXPERIENCED BOTH THE GOOD AND NOT-SO-POSITIVE IMPACT INFLUENCER MARKETING CAN BRING TO A BRAND.
SOME PROMINENT MISTAKES MADE BY BRANDS INCLUDE THE OVERUSE OF INFLUENCERS, SELECTING INFLUENCERS IRRELEVANT TO YOUR
BRAND AND SO ON. BUT ONE BIG MISTAKE THAT SHOULD BE AVOIDED IS THE POSTING OF CONTENT WHICH IS IRRELEVANT TO THE AUDIENCE.

• COMING 2017, THE EMPHASIS ON QUALITY CONTENT WILL BE LARGELY NOTICEABLE. CONTENT POSTED BY FILIPPINO INFLUENCERS NOT ONLY
HAVE TO BE ENGAGING AND INTERACTIVE, IT ALSO HAVE TO BE NEW, NATURAL, SUITED TO THE INFLUENCER AND BRAND, SHAREABLE AND
ENCOMPASSES A CALL-TO-ACTION TO BE ABLE TO REACH OUT TO A WIDE NETWORK OF YOUR TARGET AND PRODUCE POSITIVE RESULTS.
CONSEQUENTIALLY, BRANDS WHICH INVEST GREATLY IN CREATING QUALITY CONTENT WILL HAVE AN EDGE OVER THE REST.
• TREND #2: PEOPLE-CENTRIC INFLUENCER MARKETING
•  MOST BRANDS AND MARKETERS ARE FOCUSED ON TAPPING ON THE HYPE OF INFLUENCER MARKETING WITHOUT CONSIDERING THE RATIONALE BEHIND THOSE MARKETING
EFFORTS. IN THE UPCOMING YEAR, IT IS CRUCIAL FOR BRANDS TO BECOME MORE PEOPLE-CENTRIC AND FOCUS ON THE AUDIENCE WHEN IMPLEMENTING EACH CAMPAIGN.

• INFLUENCER MARKETING IN 2017 WILL NEED TO PROVIDE CONSUMERS WITH WHAT THEY DESIRE AND EXPLAIN HOW PURCHASING YOUR PRODUCT OR SERVICE WILL ADD
VALUE TO THEIR LIFE. WITH MANY MARKETERS EXECUTING THEIR MARKETING CAMPAIGNS WITHOUT MUCH THOUGHT REGARDING THEIR AUDIENCE, BEING THE FIRST FEW
TO RESONATE WITH THE AUDIENCE WILL BRING YOUR BRAND AHEAD.

• TREND #3: FILIPINOS BECOMING RISK-ADVERSE

• BEING RISK-ADVERSE, FILIPPINO CONSUMERS ARE INCREASINGLY RELYING ON INFLUENCERS AND WORD-OF-MOUTH TO DECIDE ON THEIR PURCHASES. THIS SHOULD BE
SEEN AS AN OPPORTUNITY TO LEVERAGE ON THE AVAILABLE INFLUENCERS TO BRING ABOUT MORE SALES THROUGH THE ONLINE PLATFORM. TO BE ABLE TO LEVERAGE ON
INFLUENCER MARKETING TO PROVIDE A FORM OF REASSURANCE FOR THE CONSUMERS WOULD DEFINITELY BRING ABOUT POSITIVE IMPACT ON YOUR BRAND'S ROI.

• INFLUENCER MARKETING WOULD HENCE BE A GREAT PLATFORM TO REACH OUT TO PHILIPPINES MARKET, ESPECIALLY THE YOUNG FILIPPINO WHO CONSTANTLY LOOK
ONLINE FOR REVIEWS. THESE CHARACTERISTICS OF THE COMMUNITY IS WHAT MAKE INFLUENCER MARKETING EXTREMELY EFFECTIVE IN PHILIPPINES.