Unless you’ve been severely out of the loop, you’ve probably heard of TikTok. The social media platform’s impact is undeniable, with nearly a billion active users worldwide. TikTok has revolutionized content creation, shaping trends, fostering creativity, and engaging diverse audiences around the globe.
Introduced in the Philippines in 2017, it quickly became a vibrant hub for creators and users alike. Today, the Philippines boasts a thriving TikTok community with millions of active users. Notable Filipino creators like Niana Guerrero and Sassa Gurl have even garnered immense followings.
Read on as we delve into TikTok’s user base, demographics, and trends, offering valuable insights for businesses looking to capitalize on this super site’s marketing potential.
TikTok in the Philippines: User Trends and Statistics
As TikTok continues to surge in popularity across the globe, its impact on the Philippines’ social media landscape is particularly pronounced. Understanding the user trends and statistics within the Filipino context offers valuable insights into the platform’s influence and potential.
Growing Popularity of TikTok
In the social media capital of the world, TikTok has firmly planted its roots, rapidly gaining momentum and capturing the imagination of Filipino users.
1. The Philippines has 49.09 million active TikTok users
As of 2024, there are an impressive 49.09 million active TikTok users in the Philippines, meaning 41% of the population visits the platform at least once a month.
2. TikTok’s Filipino user growth rate was 1.26%
As of January 2023, TikTok in the Philippines experienced a growth rate of 1.26%. The app is experiencing a sustained expansion despite its already substantial user base.
Source: Oosga.com
3. Nearly 70% of Filipinos aged 16 to 64 consider TikTok their most-used social media platform
Despite its relatively recent introduction, TikTok has nearly caught up to Facebook and Instagram and has already overtaken X (formerly Twitter) as the most-used social media platform by most (67.9%) Filipinos aged 16 to 64.
4. TikTok is the 10th most visited website in the Philippines
As of February 2024, TikTok, the second-youngest entrant in the top 10, has firmly established itself as the 10th most visited website in the Philippines. This achievement underscores its immense popularity and widespread use among internet users in the country.
Impact of TikTok in the Philippines
While TikTok began primarily as an entertainment platform, its impact extends far beyond its initial purpose. It influences various aspects of online culture, particularly commerce. Since its introduction, TikTok has become an indispensable force shaping the country’s digital trends and consumer behavior.
1. Social media platforms like TikTok are the second most popular choice for online shopping
While e-commerce websites such as Shopee and Lazada are still in the lead as of June 2022, social media platforms are catching up as a preferred online shopping channel.
2. 93% of Filipino TikTok users stated they were motivated to buy a product after seeing it on the app
TikTok is potentially more effective than traditional online shopping channels in terms of influencing purchasing decisions. A commissioned study showed that 93% of TikTok Philippines users felt motivated to buy a product they saw on the site. Of those, 4 out of 5 users made a purchase based on a review or recommendation on the site.
Overall, Filipino TikTok viewers are 1.4x more likely to consider a company because of seeing related material on the platform.
3. 97% of Philippine TikTok users acted during the Mega Sales season after watching ads on TikTok
The same commissioned study found that ads converted a staggering 97% of TikTok users during the double-day sales seasons (11.11, 12.12, etc.). TikTok further amplified the already-massive promotions, particularly reviews and recommendations, according to 61% of respondents.
4. 56% of TikTok users report that ads on the platform help them discover new brands
More and more Filipinos are using TikTok as a primary source for discovering new brands, with 56% of users reporting that ads on the platform effectively introduce them to unfamiliar products or companies.
TikTok User Content Preferences and Usage in the Philippines
Given TikTok’s undeniable popularity and impact on the Philippines, what exactly are the users viewing? Here are the types of content resonating most with Filipino audiences.
1. 26.95% of Filipino users are looking for finance-related content
Nearly 27% of Filipino users on TikTok express interest in finance-related content, showcasing a significant appetite for financial advice, tips, and insights within the community.
2. In 2022, food was the top category in the country
Food takes center stage as the most popular category on TikTok in the Philippines, with users celebrating local cuisines through various content formats, including recipes, cooking hacks, and interpretations of traditional dishes.
3. 64% of TikTok beauty enthusiasts in the Philippines conducted product research based on ads on the platform
A substantial 64% of TikTok beauty users researched products after encountering them on the platform, highlighting the platform’s influential role in driving consumer interest and purchase intent within the bustling beauty industry.
4. Using TikTok as a learning tool in the Philippines is growing in popularity
A more novel form of TikTok usage in the Philippines is as an academic aid. A 2022 news article points to a growing number of students turning to the platform for educational content, learning critical research skills along the way. Additionally, TikTok’s unique short-form format can offer a new tool for teachers assigning schoolwork.
TikTok Engagement Statistics
These engagement metrics are vital indicators of the platform’s resonance and impact, revealing the platform’s overall influence on Filipinos.
1. TikTok users spend an average of six days and 16 hours a year on TikTok
Worldwide, TikTok users dedicate a whopping 160 hours on average yearly to the platform, indicating substantial user engagement and time spent consuming content. Given the Philippines’ above-average time spent on social media, it’s fair to assume that this figure might be even higher for the country.
Source: Sortlist.com
2. The #philippines hashtag on TikTok has nearly 10 million posts and 50 million views
TikTok users use hashtags to find specific content. The #philippines hashtag has been used in nearly 10 million posts and accumulated 48.8 million views, reflecting the significant engagement and interest surrounding content related to the Philippines on the platform.
3. Filipino TikTok content creators with a follower count between 250 and 1 million enjoy the highest engagement rate at 29%
Filipino TikTok creators with follower counts between 250 and 1 million have a notably high engagement rate of 29%, more than double those of influencers with more than 1 million followers at 12.2%.
4. TikTok ad reach hits 34.7% of male users and 65.3% of female users in the Philippines
The platform is effective in targeting ads to diverse demographics within the Filipino audience, but it is almost twice as impactful in reaching female users as male ones.
Best Time to Post on TikTok Philippines (+ Tips to Maximize Engagement)
Posting on such a bustling website can be daunting, but understanding the best times to post can significantly enhance your content’s reach and engagement. Whether you’re aiming to entertain, educate, or promote, strategic timing can make the difference between a buried post and a viral sensation.
When is the Best Time to Post on TikTok in the Philippines?
The best time to upload on TikTok Philippines are as follows:
| Weekdays | 7:00-8:00 AM, 11 AM-1 PM, 5:00-7:00 PM |
| Weekends | 10 AM – 2 PM |
But this hinges on understanding your target audience and their daily routines. For instance, if your audience is composed of office workers, posting during peak business hours might result in your content being overlooked.
You can also target a few general timeslots to gain a significant boost.
Weekdays: early morning, lunch break, late afternoon to evening
On weekdays, many users browse TikTok during their morning routines, like commuting to school or work and having breakfast, so 7:00 to 8:00 AM is a fitting time to catch this group.
You can also target lunch breaks (11:00 AM to 1:00 PM), as users flock to the social media site in their free time. Finally, activity increases from 5:00 PM to 7:00 PM as people wind down from their daily duties.
Weekends: mid-morning to mid-afternoon
On weekends, the best time to upload on TikTok is generally mid-morning to mid-afternoon hours (10:00 AM to 2:00 PM). Users often have more leisure time and are likely to watch and engage with content during this time. However, posting too early may miss those still asleep, while posting too late risks users being occupied with other plans.
4 Tips to Optimize TikTok Engagement
Besides timing, there are plenty of ways to make your posts more appealing. Here are some of the essentials:
1. Leverage trending hashtags and challenges
Keep an eye on popular hashtags and challenges within the Filipino TikTok community (or whichever niche you’re targeting!) and incorporate them into your content to increase visibility and join relevant conversations. Ride the wave of trending topics to attract a larger audience and boost engagement in your videos.
2. Create visually appealing content with a strong opening
First impressions matter, and on a website where videos are rarely longer than 30 seconds, you have to grab your viewers’ attention right from the start. Craft visually captivating content with a compelling opening. For example, use eye-catching visuals, engaging music, or intriguing captions to hook your audience within the first few seconds.
3. Engage with your audience
Engagement should be a conversation–it needs both parties to contribute. Actively engage with your audience to create a rapport. Encourage interaction by asking questions, inviting feedback, or prompting users to duet or stitch your video.
4. Post consistently
Maintain a regular posting schedule to keep your audience engaged and coming back for more. Consistency is the secret behind building momentum on TikTok, so aim to post high-quality content consistently to maintain your relevance on the platform.
FAQs about TikTok in the Philippines
1. Can you earn money in TikTok Philippines? How?
Yes, there are several ways to monetize your TikTok account, such as through brand partnerships, affiliate marketing, merchandise sales, and tips and gift collections while livestreaming.
2. Is the TikTok Creator Fund available in the Philippines? What are its requirements?
No, the TikTok Creator Fund is not currently available in the Philippines. However, there are other methods to earn money from your channel. If you want to work towards the requirements so you’re ready when they introduce the feature to the Philippines, they are:
- Be at least 18 years old
- Have at least 10,000 authentic followers
- Have a channel total of 100,000 authentic views
3. How does TikTok target its Filipino audience?
Businesses seeking to advertise on TikTok can use its tools to target specific demographics, topics, behaviors, and people similar to your existing customers. You can specify any TikTok demographics in the Philippines to cast your net. For example, you can target Filipino males who have an interest in tech content.
4. Can businesses advertise on TikTok in the Philippines?
Yes, advertisements on TikTok perform extremely well worldwide, and the Philippines is no exception. In addition to built-in marketing tools, businesses can also take advantage of partnered collaborations and influencer marketing to boost their performance further.
TikTok: Shaping Digital Culture in the Philippines
TikTok’s undeniable impact on the Philippine social media culture is evident. The app has revolutionized content creation, opening a golden opportunity for individuals and businesses alike. For companies and content creators, optimizing TikTok content can lead to a growing channel and amazing returns.
However, TikTok is a constantly shifting environment, so your strategies must evolve along with it. Let Spiralytics, a premier social media agency in the Philippines, empower you with effective digital marketing strategies and tools. Contact us today to unlock your brand’s full potential on TikTok.
