As the digital landscape in the Philippines continues to evolve, social media remains a powerful tool that shapes public discourse, marketing strategies, and consumer behavior. With more than 86 million Filipinos online, the influence of social media on daily life is undeniable. From video content to influencer marketing, the trends in 2024 are set to redefine how Filipinos connect, engage, and shop online. Here’s a look at the top 10 social media trends in the Philippines for 2024.
1. Dominance of Short-Form Video Content
Platforms like TikTok, Instagram Reels, and YouTube Shorts have revolutionized how Filipinos consume content. In fact, Filipinos are spending an average of 40 hours per month on TikTok alone. Short-form videos have become the go-to content format, as they’re quick, engaging, and perfect for grabbing attention. Brands are quickly jumping on this trend by creating snackable content that resonates with audiences in a matter of seconds.
2. Rise of Social Commerce
Social media platforms are increasingly transforming into e-commerce hubs. In the Philippines, shopping through social media apps like Facebook and Instagram has become a common practice. This seamless shopping experience, known as social commerce, allows consumers to browse, discover, and purchase products directly within the platform, without having to leave the app. With the rise of micro and nano-influencers promoting products, the ease of shopping on social media is only expected to grow in 2024.
3. Influencer Collaborations and Authentic Partnerships
Influencer marketing is no longer just about big-name celebrities. In 2024, Filipino brands are seeking more authentic partnerships with influencers who have strong connections with their followers. Instead of traditional advertisements, brands are focusing on collaborations that feel more organic and true to the influencer’s personal brand. This trend emphasizes relatability over celebrity status, and consumers are responding positively to genuine endorsements.
4. Increased Engagement with Interactive Content
Interactive content is set to soar in 2024, as social media platforms focus on fostering engagement and building communities. Features like polls, quizzes, interactive videos, and live-streamed events are becoming more popular. Filipinos are increasingly looking for content they can engage with in real-time. This trend allows brands to connect with their audiences on a deeper level and gather valuable feedback while keeping them entertained.
5. Emphasis on Authentic and Relatable Content
Gone are the days of overly polished and staged content. In 2024, Filipino social media users are gravitating towards more authentic, relatable, and unfiltered content. Whether it’s behind-the-scenes glimpses, personal stories, or raw experiences, consumers are preferring content that feels human and genuine. This shift is encouraging brands to showcase their true personalities and embrace imperfection in their marketing strategies.
6. Integration of Augmented Reality (AR) Features
Augmented Reality (AR) is becoming a major trend in 2024, with platforms like Instagram and Snapchat leading the way. Filipinos are embracing AR filters and effects, especially in their selfies and video content. Brands are also jumping on the AR bandwagon by creating interactive product try-ons and virtual experiences. This trend adds an element of fun and creativity to social media, while allowing brands to offer more immersive experiences to their audience.
7. Growth of Niche Communities and Subcultures
While mainstream social media trends are still popular, niche communities are becoming a powerful force in 2024. Platforms like TikTok and Instagram are fostering subcultures around specific interests—whether it’s food, gaming, fitness, or book recommendations. These micro-communities offer brands a unique opportunity to engage with targeted audiences who share a common passion. Filipino social media users are increasingly gravitating toward these specialized spaces for content that aligns with their personal interests.
8. Focus on Social Responsibility and Advocacy
The role of social media as a platform for raising awareness on social issues is growing in 2024. Filipinos are using social platforms to highlight important causes such as sustainability, environmental issues, and social justice. Brands are responding by aligning themselves with causes that resonate with their audiences. Corporate social responsibility (CSR) initiatives are being amplified on social media, and consumers are looking for brands that take action and contribute to societal change.
9. Enhanced Use of User-Generated Content (UGC)
User-generated content (UGC) has always been a powerful marketing tool, but in 2024, it’s taking center stage. Brands are encouraging their customers to share their experiences, reviews, and creative content featuring their products. UGC not only boosts credibility but also fosters a sense of community among consumers. Filipino consumers are eager to share their stories, and brands are capitalizing on this trend by integrating UGC into their marketing campaigns.
10. Integration of Artificial Intelligence (AI) in Content Creation
Artificial Intelligence (AI) is becoming an integral part of social media marketing in 2024. AI is being used to create personalized content, improve customer service, and optimize ad targeting. Chatbots powered by AI are helping brands automate customer interactions, while AI-driven tools are streamlining content creation by suggesting trending topics, hashtags, and formats. As the technology becomes more accessible, it will further reshape how brands engage with their audiences.
Social media in the Philippines is evolving rapidly, with new trends emerging every year. The key themes in 2024—short-form video content, social commerce, influencer collaborations, and a focus on authenticity—are reshaping the digital experience for both consumers and brands. As Filipinos continue to spend more time online, these trends will play a significant role in how people connect, shop, and interact with content on social platforms. To stay ahead, businesses and individuals alike need to adapt to these trends and leverage them to engage meaningfully with their audience.
