Influencer Marketing in Philippines
The Philippines is one of the world’s most socially connected markets — with internet users spending 9+ hours online daily and social media deeply embedded in everyday life.
This mini-report, part of Totem’s larger survey and analysis of influencers in Asia, shows how Filipinos’ trust in influencers, peer recommendations, and livestream shopping fuel one of the most dynamic social commerce markets in the region.
The Philippines ranks #3 on our Social Commerce Enthusiasm Index across Asia.
Key Insights:
Livestreaming is mainstream – 85% of consumers have watched or bought via livestream shopping, slightly above the Asia average of 84%.
Micro-influencers win trust – Filipino consumers show strong positivity toward influencers at all levels, with micro-influencers leading in credibility and conversion.
Family, peers & experts shape decisions – beyond influencers, consumers put high weight on recommendations from family and industry experts.
Convenience & variety drive purchases – Filipinos over-index on enjoying online shopping as fun and interactive, but hurdles remain around payments, product quality, and checkout steps.
With TikTok Shop active since 2022, and Facebook still dominant in everyday social and commerce activity, the Philippines is a true hybrid market — where digital innovation meets cultural trust in community voices.
*Thanks to Rakuten Insight Global for their amazing work in conducting the consumer research across seven markets. Also a big thanks to Campaign Asia for their detailed reporting on the findings of this report.
