In 2024, the Philippines continued to stand out as a global social media powerhouse, consistently ranking among the top countries with the most active users worldwide.
Hailed as the “social media capital of the world” in 2015, Filipinos spend an average of over four hours daily on social platforms, far surpassing the global average. This number reflects how deeply social media is woven into Filipino culture, shaping how people communicate, entertain themselves, shop, and interact with brands.
It’s no secret that social media is one of the most effective ways to get word out about your business. The hyperconnected audience presents immense opportunities—but only for those with the latest insights. This article offers an updated compilation of the most relevant social media statistics in the Philippines for 2025.
Dive in as we explore the numbers behind the social media trends in the Philippines.
Social Media User Demographics and Growth in the Philippines
In the Philippines, social media continues to see impressive growth, driven by a digitally savvy population and widespread mobile internet access. Let’s see the statistics on social media use in the Philippines.
- 86.75 million Filipino users in 2024, reflecting an 8% year-over-year growth. (Meltwater)
- 52.3% of Filipino social media users identify as female, and 47.7% are male. (Meltwater)
- 99.2% of internet users aged 16 to 64 are active on social media. (Meltwater)
- By 2029, social media users in the Philippines will be at 95.18 million. (Statista)
- Each Filipino social media user visits an average of 8 social media platforms monthly. (Meltwater)
- Social media account ownership exceeds the adult population size by 13.5%, indicating multiple accounts per user. (Meltwater)
- There are 415.2 million active Facebook users in Southeast Asia as of 2023. (DataReportal)
- TikTok’s advertising reach is 58.2% of the Philippine adult population. (Inquirer)
- One of the Philippines’ top social media platforms, X, has 11.80 million users—representing 10.1% of the total population. (DataReportal)
- In 2023, 49.4% of Instagram’s global users were female, while 50.6% were male, indicating a nearly equal gender distribution on the platform. (DataReportal)
Popular Platforms and Usage Patterns in the Philippines
Among the social media used in the Philippines, Facebook, Messenger, and TikTok dominate user interactions. Understanding their popularity and usage patterns reveals key insights into how Filipinos interact online through these platforms.
- Facebook leads with a 94.6% market share, followed by Facebook Messenger and TikTok. (Meltwater)
- The Philippines ranks second worldwide in daily social media usage, averaging 3 hours and 34 minutes. (Meltwater)
- Filipinos dedicate an average of 40 hours and 46 minutes per month to TikTok. (Meltwater)
- Filipinos spend 5 hours and 20 minutes on the internet using mobile phones, indicating high mobile dependency. (Meltwater)
- Among active social media users in the Philippines, Facebook has a 94.6% monthly login rate, making it the dominant social media platform in the Philippines (Meltwater)
- Filipinos spend 40 hours and 46 minutes per month on TikTok, the most of any platform. (Statista and Meltwater)
- The following most popular apps in terms of monthly sessions are Facebook (483.5), TikTok (408.3), YouTube (258.3), and Instagram (127.4) in the Philippines. (Meltwater)
- 92.1% of Filipinos regularly use Facebook Messenger as a key communication tool. (Meltwater)
- 41.1% of Filipino social media users prefer Facebook, followed by 21.7% for Messenger. TikTok and Instagram are next at 19.6% and 7.6%, respectively. (Meltwater)
- 80% of the online population in the Philippines engages with TikTok’s short-form content. (Meltwater)
Social Media Influencers and Follower Behavior in the Philippines
As the influence of social media continues to grow, social media influencers have become key drivers of purchase decisions. Here are the relevant Philippine social media statistics.
- Almost 70% of Filipinos on social media bought a product due to an influencer’s recommendation. (Statista)
- 43.9% of Filipino social media users follow influencers; 25% follow brands with purchasing intent. (DataReportal)
- 18.1% of women and 15.3% of men aged 18–24 report being highly susceptible to social media ads. (Meltwater)
- 67.7% use social media to keep in touch with friends and family. (Meltwater)
- 61% of active social media users in the Philippines aged 16-64 follow friends, family, and other people they know. Meanwhile, 46.6% follow actors, comedians, and other performers. (DataReportal)
- Influencer marketing expenditure in the Philippines increased by 17.7% in 2024 compared to 2023. (Meltwater)
- With 20.9 million followers, Anne Curtis-Smith is now the most-followed Filipino celebrity on Instagram. (LionhearTV)
- There are roughly around 15,000 Filipino Instagram influencers with up to 500,000 followers, with majority of their audience based in the Philippines. (Modash)
- 62% of brands rely on advanced analytics tools to identify influencers, prioritizing those with strong engagement rates and well-matched audience demographics. (Partipost)
- There are 15,625 Filipino Instagram influencers with up to 500,000 followers, most of whom have audiences based in the Philippines. (Modash)
Social Commerce Trends in the Philippines
Social commerce is rapidly gaining traction in the Philippines, and influencers and brands are capitalizing on this trend, turning social media into a dynamic space for online shopping in 2025. Here are some important trends shaping social commerce in the Philippines.
- 37% of Filipino consumers shopped via social media in 2022. (Statista)
- 70% of Filipinos surveyed stated that they used Facebook the most for their social commerce transactions in the last 12 months. TikTok followed, with 53% of respondents using it for online shopping. (Statista)
- Ads on TikTok engage 56.4% of all Philippine internet users, while 41.5% of the total population is engaged through its advertisements. (Meltwater)
- The percentage of Filipino internet users who see Facebook ads is 99.7%. (Meltwater)
- 53% of respondents stated that they want to see sponsored advertisements on social media platforms because they find good offers or discounts. (Statista)
- 62% of Filipino respondents stated that they clicked on advertisements on social media platforms since the content was relevant to them. In addition, 45% of respondents said they also clicked on social media ads due to their entertainment value. (Statista)
- 54% of Filipinos surveyed stated that the primary reason why they don’t shop on social media is because they prefer to purchase products from the official website or physical store. (Statista)
- 61% of respondents stated that they used Facebook as a news source. (Statista)
- Over 86% of Filipino online shoppers purchase via social media, with 44% relying on influencer recommendations, emphasizing their powerful impact on buying decisions. (Spiralytics)
- Facebook cements its place as the most used social media platform in the Philippines. It leads in social commerce revenue with $269.31 million. (Statista)
Social Media Advertising in the Philippines
As Filipino consumers increasingly rely on social media for shopping, information, and entertainment, brands have recognized the importance of adapting their strategies to reach their audience. This section explores the latest trends, ad reach statistics, and insights into the growing influence of social media advertising in the Philippines.
- Social media ad spending in the Philippines in 2023 was USD 499.1 million, with USD 93.79 million on influencer marketing. (DataReportal)
- The percentage of Filipinos using social media to learn about new brands has fallen to 54.8%, down 3.7% from 2023. (Meltwater)
- Tiktok had a 23.2% quarterly ad reach growth in Q4 2023- the highest among all recorded social networks in the Philippines. (Meltwater)
- Facebook leads social referral traffic at 90.4%. (DataReportal)
- 31% stated liking or promoting material related to political or social issues that others have posted on social media platforms as of March 2019 (Statista)
- Facebook leads digital advertising in the Philippines with an ad reach of 86.75 million, representing 73.4% of the country’s population, making it the most influential platform for advertisers. (Meltwater)
- Ad spending is projected to grow at a 4.59% annual rate (CAGR 2024-2028), reaching US$642.6m by 2028. (Statista)
- In the Philippines, TikTok’s potential ad reach has grown to 49.09 million, reflecting a 13.0% increase from 2023. (Meltwater)
- Messenger has a potential reach of 59.55 million. Ads on the platform engage 68.5% of internet users, reaching 50.4% of the entire Philippine population. (Meltwater)
Philippine Social Media: From Clicks to Conversions
It’s clear that social media isn’t just a tool for connection—it’s the heartbeat of modern Filipino business. In the Philippines, where social media usage is at an all-time high, it’s not just about posting and hoping for the best. You must strategically engage with a highly active audience, leveraging influencer power and tapping into the growing trend of social commerce.
The data shows that Filipinos are the prime audience on various platforms like Facebook, TikTok, and Instagram. They interact with content, are keen on discovering new products, and hold influencer recommendations close. With all these served for you, the question is, how will you stand out in this bustling space?
Position your brand to be seen with authentic content. Now is the time to align your strategy with these insights to maximize your reach. Tap into these powerful trends with a professional SEO company in the Philippines like Spiralytics! Let’s chat.
