6 Minute Read

6 Ways Social Media Influences Filipino Consumer Culture

Inquiro Posted on August 25, 2023

Social media has emerged as a powerful force that connects modern society. Beyond bringing people closer together, it has also shaped consumer culture worldwide. The Philippines, with its vibrant social media landscape, is no exception. The pervasive influence of platforms like Facebook, Twitter, and Instagram ushered in a new era of consumer behavior in the archipelago.


A recent study reveals that 84.45 million people use social media in the Philippines, underscoring its profound impact on consumer dynamics. From influencing purchasing decisions to redefining brand preferences, social media reshapes how Filipino consumers engage with businesses and make choices.


This blog discusses how social media has left an indelible mark on Filipino consumer culture, exploring the nuances driving this paradigm shift.


Why Filipinos Use Social Media


Social media has become deeply ingrained in Filipino society, serving diverse purposes and significantly influencing consumer culture. Understanding why Filipinos use social media is key for your behavioral targeting marketing strategies.

1. To stay updated on current events

Around 48% of Filipinos use the internet to consume real-time news updates. Following reputable news outlets and citizen journalists keeps them well-informed on the latest trends, events, and relevant topics. These can subconsciously shape their buying decisions later on.

2. To network and connect with others

Building and nurturing relationships are central to Filipino culture, especially the younger generation; social media facilitates this seamlessly. Platforms like Facebook and Twitter connect Filipinos, strengthening bonds with family, friends, and colleagues and impacting consumer choices.

3. To consume content and entertainment

With 1.13 trillion bytes of data produced daily, Filipinos can find many engaging content on social media, offering relaxation and amusement during leisure time. From humorous memes to heartwarming stories, social media influences consumer preferences heavily.

4. To discover new business and job opportunities

Today, there are around 24 million eCommerce sites globally. Business-savvy Filipinos have recognized its potential and leveraged it for their career prospects. Social platforms allow aspiring entrepreneurs to showcase their products while job seekers network with employers.

5. To promote their personal brand

Social media empowers Filipinos to express their identities. Curating profiles and sharing passions and talents allow them to build personal brands and differentiate themselves from others.

6. To keep up with influencer and celebrity culture

Influencer and celebrity culture significantly impact social media consumers. According to IZEA, over half (56%) of consumers reported purchasing based on seeing influencers using the products. Online endorsements can be highly persuasive, turning social media trends into real-world buying decisions.


How Social Media Influence Filipino Consumer Culture


The influence of social media on consumer culture in the Philippines is undeniable. Explore the characteristics of Filipino consumers and the impact of social media on the country’s growing consumer culture.

1. Brand engagement 

Brand engagement thrives on interactions between businesses and consumers. Strengthen connections, loyalty, and brand advocacy by responding promptly to inquiries, creating engaging content, and addressing feedback.

Cebuana Lhuillier is a shining example of effective brand engagement in the Philippines. Their strong digital presence and customer trust result from keeping customers informed about promos and responding promptly to their concerns. Learn from their practices to enhance engagement with your own audience.

2. Trendsetting 

Trendsetting involves rapidly disseminating viral content that influences consumer preferences. Businesses that align their products or services with current trends can capitalize on increased interest and demand.

Angkas is a prime local example of a brand using trends to drive revenue. They regularly offer limited-time discount codes relevant to ongoing trends, encouraging consumers to use their service. An illustration of this is the promo code HAPPYPRIDE, valid for only one day during a local pride march.

3. Product and brand awareness

Engaging visuals, compelling storytelling, and influencer collaborations amplify brand visibility, creating authentic connections with Filipino consumers. An excellent example is Accenture’s short film, Gravity, which resonated with Filipinos in the business processing outsourcing (BPO) industry, driving click-through rates and boosting customer sentiment.

4. Customer reviews and recommendations

Social media is a virtual word-of-mouth platform where consumers share reviews, recommendations, and experiences. The authenticity of peer opinions profoundly impacts trust and influences the decision-making process.

According to a Ninja Van report, 87% of Filipinos read reviews before purchasing, emphasizing how much they value others’ opinions. Monitor and respond promptly to your customer reviews to build credibility and trust with Filipino consumers.

5. Social commerce

Social commerce seamlessly integrates shopping features into social media platforms, enabling consumers to purchase directly within their feeds. This convenience accelerates consumer transactions. In the Philippines, TikTok is the most prominent platform for social commerce. Understanding the trends dominating the platform is ideal for capturing the growing social commerce market.

6. Consumer-Generated Content (CGC)

These are pieces of content created and shared by consumers about their experiences with products and brands. CGC goes beyond plain recommendations and reviews. Worldwide, studies found that 88% of consumers prefer products recommended by word of mouth.

Brand loyalists create podcasts, unboxing videos, and other marketing strategies to showcase their patronage. Utilizing the power of these authentic and other real-time experiences makes your brand more immersive to prospects.


Social Media: A Gateway to Understanding Filipino Consumers


Social media has transformed the Filipino consumer landscape. Its considerable influence redefined how businesses interact with their audience.


To thrive in today’s dynamic digital age, you must embrace social media as a powerful tool for creating authentic connections and enhancing your brand’s visibility. At Inquiro, we provide full-suite business analytics solutions to support the growth of your brand.


With our help, you can ride the wave of social media’s potential, connect with Filipino consumers on a deeper level, and drive your business to new heights. Contact us today and leverage social media for your brand’s success.



1. How does social content influence consumer buying behavior?

Social content is a powerful driver of consumer buying behavior. Engaging, authentic, and persuasive content on social media platforms, such as product reviews, testimonials, and visually appealing posts, plays a pivotal role in shaping perceptions, building trust, and guiding purchasing decisions.


By connecting brands to their audiences deeper, this content fosters brand loyalty and strengthens the bond between businesses and their customers.

2. What social media do Filipinos use the most? 

Facebook reigns in the Philippines as the country’s most used social media platform, with 96.2% of internet users aged 16 to 64 accessing it monthly. Nearly half, 48.7%, favor Facebook among other popular platforms, reflecting its strong influence and widespread popularity in the country.

3. How has the rise of social media in the Philippines impacted traditional advertising and marketing methods

The rise of social media in the Philippines revolutionized traditional advertising and marketing methods. Businesses have embraced digital campaigns, influencer partnerships, and targeted ads to enhance their reach and engagement.

Social media’s interactive nature allows personalized communication, fostering more effective and dynamic marketing strategies aligned with changing consumer behavior.


Interested to uncover new insights about the market? Get in touch with us today and let’s see what we can discover together. Email us at