Most Used Social Media Platforms in the Philippines: A Guide for Smarter Ad Spending
As of January 2025, there are 90.8 million Filipino social media users, or 78.0% of the total population in the Philippines. Social media isn’t just popular here — it’s a way of life. The country’s high engagement is driven by affordable mobile data, a young and digitally savvy population, and strong online communities.
For years, the Philippines has consistently ranked among the most active social media markets globally. If you’re a marketing manager or entrepreneur, knowing where your audience spends their time online is critical.
This guide will discuss the most popular social media platforms in the Philippines and explore user demographics. Additionally, we’ll demonstrate how these platforms influence everyday digital habits.
Most Used Social Media Platforms in the Philippines
When it comes to connecting, entertaining, or growing a business, social media offers something for everyone. From casual scrolling to active online selling, Filipinos engage with various platforms depending on their needs. As a marketer or business owner, understanding where your audience spends time is crucial for more effective ad spending.
So, what are the most used social media in the Philippines today? Let’s break down the top platforms dominating the local digital space:
1. Facebook – The Undisputed Leader
It’s no secret that Facebook continues to reign as the most social media used in the Philippines. It’s the go-to space for catching up with friends, staying updated on trends, and even shopping.
According to Statista, about 95% of Filipinos surveyed reported using Facebook during the third quarter of 2023 — which is practically everyone online. For businesses, this platform is essential for expanding reach and increasing brand visibility.
Key features:
- Facebook Marketplace for e-commerce
- Facebook Groups for niche communities
- Messenger for instant communication and customer support
2. YouTube – The Video Powerhouse
Whether it’s for entertainment or product reviews, YouTube has become a daily staple in Filipino households. Social media usage statistics in the Philippines show that YouTube enjoys massive popularity across all age groups, particularly among younger audiences. If video marketing is part of your strategy, YouTube deserves a significant slice of your ad budget.
Key Features:
- Free access to various types of content
- YouTube Shorts for bite-sized videos
- Monetization options for creators and brands
3. TikTok – The Viral Trendsetter
Short, snappy, and highly addictive — TikTok’s algorithm knows exactly what content Filipinos love.
A Data Reportal study found that TikTok is the most-used platform by 67.9% of Filipinos aged 16-64. If your brand thrives on creativity and authentic engagement, TikTok is the ideal platform to target younger, trend-driven audiences.
Key features:
- Highly personalized content discovery
- Interactive challenges and viral trends
- Livestreaming and TikTok Shop for e-commerce opportunities
4. Instagram – The Visual Experience
For brands that value aesthetics and storytelling, Instagram is the ideal platform for curated visuals, lifestyle inspiration, and influencer-driven content. Roughly 75.7% of internet users aged 16-64 in the Philippines use Instagram on a monthly basis, according to Meltwater. It also remains a vital marketing tool for businesses in the beauty, food, or travel industries.
Key features:
- Stories for real-time updates
- Reels for short-form video content
- Instagram Shopping for seamless product discovery
5. Twitter/X – The Conversation Hub
When it comes to real-time conversations and trending news, Twitter (now known as X) remains a relevant platform, especially among opinionated and news-hungry Filipinos. A Meltwater report found that 59.2% of internet users aged 16-64 in the Philippines actively use Twitter/X. Brands that want to stay part of the national conversation may find this space beneficial.
Key features:
- Trending hashtags for visibility
- Twitter Spaces for live audio discussions
- Direct interaction with consumers
6. LinkedIn – The Professional Network
It’s not all memes and viral videos — users of social media in the Philippines also turn to LinkedIn for networking and business insights. For B2B brands, service providers, and recruiters, LinkedIn remains a vital platform as it’s designed for entrepreneurs and job seekers aiming for professional growth.
Key features:
- Recruitment and job postings
- Industry news and thought leadership
- LinkedIn Learning for upskilling
7. Other Emerging Platforms (Discord, Reddit, Threads, etc.)
While not as mainstream, Filipinos also utilize Discord, Reddit, and Threads for various reasons. They build loyal followings among niche communities, gamers, and those seeking in-depth discussions. If your audience is highly specific or community-driven, these platforms may offer untapped potential.
Key features:
- Community-driven spaces
- Real-time chat and discussions
- Anonymity for more candid engagement
Social Media Usage Statistics in the Philippines
Every scroll, swipe, and story tap is a clue. The question is — are brands like yours paying attention? With millions of Filipinos actively engaging across platforms, understanding the statistics of social media users in the Philippines isn’t just useful—it’s powerful. The more you know where your audience spends their time, the better you can target your ads and craft your message.
Here’s a breakdown of where audiences spend their time online — and how you can turn that insight into impact:
- Total social media users: As of January 2025, there were 90.8 million social media users in the Philippines or 78.0% of the total population. (Data Reportal)
- Average time spent online: Filipinos spent an average of 4 hours and 15 minutes every day on social media. (Meltwater)
- Most engaged demographics: 52.2% of social media users in the Philippines are female, while 47.8% are male. (Data Reportal & Meltwater)
- Popular social media trends: Among the top trends are live streaming, social commerce, influencer marketing, and digital advocacy.
How Social Media Shapes Filipino Digital Culture
In the Philippines, social media isn’t just a platform — it’s a way of life. From staying connected with friends to running a business or keeping up with trends, Filipinos rely on these platforms daily. It shapes how they communicate, find entertainment, and stay informed.
Here’s how social media influences digital culture in the country:
- Communication & connectivity: The primary tool for staying in touch with loved ones.
- Entertainment & content creation: Short videos, vlogs, and memes drive daily engagement.
- E-commerce & business: Online selling thrives on Facebook, Instagram, and TikTok.
- News & information: Social media is a top news source, although misinformation remains a challenge.
Ready to Turn Social Media Insights into Action?
The most used social media in the Philippines isn’t just a list of platforms — it’s a map to your customers’ daily digital routines. From Facebook’s massive reach to TikTok’s viral trends, understanding these spaces helps you make smarter decisions with your ad spending. Add the latest statistics, and you have the foundation to target more precisely and engage more meaningfully.
With Inquiro’s customer insights tool, you’ll segment smarter and convert better. Our customer analytics services help you see beyond the surface — from tracking behaviors to personalizing your marketing like never before.
Request a demo with Inquiro today to see how your customers behave across platforms.
