The Philippines is undeniably one of the most social media-savvy countries worldwide. The numbers don’t lie: 73.4% of the population uses social media. Filipinos spend an average of three hours and 38 minutes daily online, with Facebook being the most popular platform.
That’s why it’s no surprise that many content creators are influential in the country. The more they engage and the bigger their follower list, the more impact they have among Philippine netizens. This rise in digital engagement offers an excellent opportunity for marketers and entrepreneurs like you to tap into influencer and social media marketing.
In this blog, we’ll list the top social media influencers in the Philippines, so you know who’s who in the Pinoy social media landscape.
The 20 Most Famous Social Media Influencers in the Philippines
Mainstream Celebrities Turned Social Media Influencers
Filipino celebrities aren’t just lighting up TV screens anymore. Many have become social media stars, connecting with fans and promoting brands in creative ways. Here’s a look at some of these multi-talented artists.
1. Marian Rivera
Facebook: Maria Rivera (30M followers)
Instagram: @marianrivera (13.1M followers)
TikTok: @marianrivera (8.6M followers)
Adored for her beauty and charisma since her acting stardom, Marian Rivera has become a relatable social media icon. She’s mainly famous for her dancing videos on TikTok, each garnering millions of views. In fact, her ‘Price Tag’ video has over 200 million views. In 2023, TikTok Philippines named her Breakthrough Creator of the Year, and at 30M followers, she is also the most followed Filipino on Facebook.
Aside from Marian’s dancing videos, Filipino netizens anticipate her posts on other channels about her life as a wife, mom, and actress.
2. Vice Ganda
Facebook: Vice Ganda (18M followers)
Instagram: @praybeytbenjamin (11M followers)
TikTok: @unkabogableviceganda (12.8M followers)
YouTube: @vicegandaofficial (8.13M subscribers)
X: @vicegandako (15.5M followers)
This unkabogable star is influential on social media for a reason. Their comedic acts keep audiences across and outside the Philippines engaged and happy. In fact, some of their most viewed TikTok videos feature funny antics with their It’s Showtime co-hosts offstage. They are also the most followed Filipino on X (formerly Twitter).
Plus, their stand on many social issues, such as LGBTQIA+ rights, resonates deeply with fans, making them a powerful voice for change and inclusivity.
3. Pia Wurtzbach
Facebook: Pia Wurtzbach (3.4M followers)
Instagram: @piawurtzbach (14.8M followers)
TikTok: @piawurtzbach (1.9M followers)
X: @PiaWurtzbach (846.8K followers)
Since winning Miss Universe in 2015, Pia Wurtzbach has become an actress, author, entrepreneur, fashionista, UNAIDS ambassador, and endorser for brands like Jollibee and Creamsilk. On social media, she mostly chronicles her travels, fashion events, and memories with her husband, Jeremy Jauncey. She is highest paid influencer in the Philippines, having made $3,669,205 in 2021 from sponsored posts alone.
Pia is also a social media voice for important causes, such as HIV/AIDS, women empowerment, and LGBTQIA+ rights.
4. Kathryn Bernardo
Facebook: Kathryn Bernardo Official (5.7M followers)
Instagram: @bernardokath (20.7M followers)
YouTube: @everydaykath (4.16M subscribers)
Kathryn Bernardo is not only one of the most beloved actresses in the Philippines, but she is also the most followed Filipino on Instagram as well. But beyond her touching movies, she’s also just an ordinary woman who loves to travel, work out, and generally enjoy life. She showcases all that through her social media pages.
She shares behind-the-scenes moments, promotes her movie projects and brand partnerships, and interacts with fans. Kathryn also uses her social media pages to promote her businesses, such as KathNails by KCMB and Glow Up Beauty Lounge.
5. Anne Curtis
Facebook: Anne Curtis (18M followers)
Instagram: @annecurtissmith (20.7M followers)
TikTok: @annecurtissmith (3.5M followers)
X: @annecurtissmith (15.4M followers)
Anne Curtis is a social media trendsetter. She uses her platforms to showcase her fun and quirky personality, fashion sense, and life as a wife and mom. She also actively endorses her co-owned businesses: BLK Cosmetics, Our Recess, and Tili Dahli.
Additionally, Anne has earned a loyal following because she’s vocal about many social and political issues, such as protecting the environment and supporting the Divorce bill. She also actively engages with fans online, adding to her charming personality.
6. Heart Evangelista
Facebook: Heart Evangelista (8.2M followers)
Instagram: @iamhearte (16.1M followers)
YouTube: @LoveMarieEscudero (2.94M subscribers)
X: @heart021485 (2.6M followers)
Heart’s social media is a fashionista’s paradise because of her impeccable style and artistic talent. She stuns with photoshoots, showcases her designer wardrobe, and even shares glimpses of her artistic endeavors.
Beyond the glitz and glamor, Heart engages with her fans, posts relatable content, and rides on trends that earn laughs from her followers. She also uses her platforms to advocate for women’s protection and animal rights.
7. Kim Chiu
Facebook: Kim Chiu (18M followers)
Instagram: @chinitaprincess (12.4M followers)
TikTok: @kimberlysuechiu (8.3M followers)
YouTube: @KimChiuPH (3.29M subscribers)
X: @prinsesachinita (2.3M followers)
Kim doesn’t just show her bubbly personality on TV. Her social media channels are full of cute and lighthearted content, often photos and clips of her daily life, travels, hosting stint on It’s Showtime, and more. She also follows the latest audio trends on TikTok and fun video challenges on YouTube.
Moreover, she enjoys engaging with fans on X (with matching emojis and exclamation points and all).
8. Andrea Brillantes
Facebook: Andrea Brillantes (17M followers)
Instagram: @blythe (14.1M followers)
TikTok: @blythe (20M followers)
YouTube: @AndreaBrillantes12 (4.16M subscribers)
X: @iamandrea_b (1.1M followers)
Andrea Brillantes has amassed a significant following on all her social media channels, especially TikTok, where she uploads dance covers, relatable skits, and glimpses into her daily life. Her content, with some reaching up to 88 million views, has become a favorite among Gen Z Filipinos.
Brands like Brilliant Skin, Dear Face, and Head and Shoulders are eager to partner with Andrea. But aside from her endorsements, she also actively uses her personal social media to promote her makeup brand, Lucky Beauty.
9. Nadine Lustre
Facebook: Nadine Lustre (6.1M followers)
Instagram: @nadine (12.8M followers)
TikTok: @nadinelustre (872.9K followers)
YouTube: @NadineLustreYT (280K subscribers)
Nadine’s Instagram and TikTok feeds are akin to a museum. They easily reflect her artistic side, even if she’s just showing a pair of bedazzled shoes, the view from her living room windows, or graffiti from a wall she passed by. Even her endorsements for brands like Oppo and Aquaflask are a thing of beauty.
Meanwhile, her YouTube channel features some snippets of her personal life, with some reaching almost 1 million views.
10. Alex Gonzaga Morada
Facebook: Alex Gonzaga (11M followers)
Instagram: @cathygonzaga (12.5M followers)
TikTok: @mscathygonzaga (9.4M followers)
YouTube: @AlexGonzagaOfficial (13.9M subscribers)
X: @Mscathygonzaga (6.6M followers)
This comedienne and host brings her signature humor to social media. Alex Gonzaga’s platforms are full of funny skits, challenges, and glimpses into her life. Some of her most viewed content includes videos with her family and other popular Filipino social media influencers like Raffy Tulfo (29M views) and Ivana Alawi (17M views).
While not being in front of the camera, Alex posts relatable content, shares words of encouragement, and engages with fans on X.
Internet Personalities
Celebrities aren’t the only people getting attention online. From dancers to food enthusiasts, there’s a Filipino social media influencer for every niche. Here are the top 10 social media influencers in the Philippines.
1. Ivana Alawi
Facebook: Ivana Alawi (23M followers)
Instagram: @ivanaalawi (10.3M followers)
TikTok: @ivanaalawi (13.2M followers)
YouTube: @IvanaAlawi (17.9M subscribers)
Ivana Alawi is a famous Filipina actress, model, and social media influencer known for her engaging online content. She gained fame through her YouTube channel but has been in the spotlight since 2011. She even starred in popular series like “FPJ’s Ang Probinsyano” and “Sino Ang May Sala? Mea Culpa.”
Her charismatic personality and relatability through the years have made her a beloved figure both online and in the local showbiz industry.
2. Niana Guerrero
Facebook: Niana Guerrero (24M followers)
Instagram: @nianaguerrero (15.2M followers)
TikTok: @nianaguerrero (43.1M followers)
YouTube: @nianaguerrero (15.7M subscribers)
X: @nianaguerrero (589.4K followers)
Before her TikTok fame, Niana Guerrero was already making dance videos on YouTube. She became famous for her “Despacito” dance cover and videos with her half-brother, Ranz Kyle. Now that she is the most followed TikToker in the Philippines, she is able to do collabs with many local and international stars like Tate McRae, Sabrina Carpenter, and Meghan Trainor.
In addition to her dancing videos, she uploads snippets of her travels, collabs, internet challenges, and general daily life on YouTube and X.
3. Mimiyuuuh
Facebook: Mimiyuuuh (2.9M followers)
Instagram: @mimiyuuuh (1.9M followers)
TikTok: @mimiyuuuh (3.9M followers)
YouTube: @mimiyuuuh (4.47M subscribers)
X: @mimiyuuuh (2.4M followers)
Mimiyuuuh is proof that it takes only one video to go viral. She became famous in 2019 for the “Dalagang Pilipina” challenge, which inspired millions to do their versions. Her wit and humor also earned her over a million YouTube subscribers just six months after starting her vlogging career.
Today, she continues to make funny and inspiring videos, some with other online influencers in the Philippines and even in collaboration with brands like Klook and Pond’s.
4. Alodia Gosiengfiao-Quimbo
Facebook: Alodia Gosiengfiao (8.1M followers)
Instagram: @alodia (1.6M followers)
TikTok: @alodia (1.9M followers)
YouTube: @Alodia9 (1.85M subscribers)
X: @AlodiaAlmira (381.2K followers)
Alodia Gosiengfiao-Quimbo isn’t a stranger to the limelight. She started cosplaying and gaming in 2003, which helped her get into lucrative careers. She eventually worked with brands like Globe and Smart and even co-hosted a prank show called “Laugh Out Loud” with actor Luis Manzano. Meta also made her the first officially signed Facebook Creator in Asia.
Since then, she has become a renowned streamer, commercial model, and international host. In 2017, she co-founded Tier One Entertainment, a gaming and entertainment company.
5. Wil Dasovich
Facebook: Wil Dasovich (2.5M followers)
Instagram:@wil_dasovich (858K followers)
TikTok: @wil_dasovich (609.6K followers)
YouTube: @Wil_Dasovich (2.73M subscribers)
Wil Dasovich is a Filipino-American vlogger who’s known for his infectious enthusiasm as he travels the world. He started vlogging after a post-grad trip to the Philippines, where he decided to stay to learn Tagalog and Filipino culture.
In three years, Wil gained over two million subscribers by sharing his personal experiences and travels across Asia. His content garnered him several awards, such as Vlogger of the Year at the Shorty Awards in 2019 and Pioneer Creator Award at the Creator and Influencer Council of the Philippines’ Spotlight Awards in 2022.
6. Donnalyn Bartolome
Facebook: Donnalyn (16M followers)
Instagram: @donna (7.1M followers)
TikTok: @donnalyn (8.3M followers)
YouTube: @d0NSKiEb00 (9.9M subscribers)
Donnalyn Bartolome is a Filipino vlogger, singer, and actress. She started posting videos on YouTube for her friends at 14 and expanded to makeup tutorials, dance videos, and song covers as her views increased. She later moved to Facebook, where her fame grew significantly.
She started her music and acting careers at 16 and has since worked with many local stars, including Anne Curtis, Nadine Lustre, and Vice Ganda. Today, she uses her social media platforms to connect with fans, share glimpses into her life, and promote her music.
7. Zeinab Harake
Facebook: Zeinab Harake (13M followers)
Instagram: @zeinab_harake (5.5M followers)
TikTok: @zeinabharake (16.3M followers)
YouTube: @ZeinabHarakeVlogs (14.1M subscribers)
X: @ZeinabHarake11 (8.1M followers)
Zeinab Harake’s fame grew rapidly. From being a pageant participant and Disney Princess cosplayer, she transitioned to a full-time YouTube career in July 2019 and gained one million subscribers in just two months.
Today, her content focuses on motherhood, beauty, and lifestyle tips. She also collaborates with other famous influencers in the Philippines, such as Donnalyn Bartolome and Jelai Andres. Her down-to-earth personality and relatable experiences resonate with her audience.
8. Camille Trinidad
Facebook: Camille Trinidad (6.3M followers)
Instagram: @camilleptrinidad (5.3M followers)
TikTok: @_camilleptrinidad (7.2M followers)
YouTube: @JaMillOfficial (1.03M subscribers)
X: @camilltrinidad (4.3M followers)
Camille is part of the famous YouTube duo JaMill, named after her and her boyfriend. Their original channel had over a billion total views and was named the fastest channel in Southeast Asia to reach a million subscribers. JaMill was also ranked as the top local YouTube vlogger in the Philippines.
With their current channel, they continue to make lifestyle and prank videos and pull thousands of views.
9. Erwan Heusaff
Facebook: FEATR (3M followers)
Instagram: @erwan (4.5M followers) / @featrmedia (148K followers)
TikTok: @erwan (904.3K followers) / @featrmedia (29.4K followers)
YouTube: @featrmedia (3.42M subscribers)
For all things food and culture, you can rely on Erwan Heusaff. He even won a James Beard Award in 2023 for his social media work. As a result of his career as a content creator, he started a production studio called The Fat Kid Inside Studios and a food- and culture-focused digital video media company called FEATR.
Together, they create shows and documentaries focused on cooking and the general food culture in the Philippines.
The Fat Kid Studios also collaborates with top brands and TV networks, such as GrabFood, the Department of Tourism, and Discovery Networks.
10. Viy Cortez
Facebook: Viy Cortez-Velasquez (3.9M followers)
Instagram: @viycortez (3.4M followers)
TikTok: @viy.cortez (6.5M followers)
YouTube: @ViyCortez (6.73M subscribers)
Viy Cortez is a Filipina powerhouse—a funny vlogger with millions of fans, a savvy entrepreneur with her own clothing and beauty line, and a doting mom. She usually posts entertaining daily vlogs with her husband, CongTV, and their vlogger group, Team Payaman. Her uploads garner millions of views, with some surpassing 10 million views.
Filipinos admire her positive energy, work ethic, and relatable journey to becoming a successful influencer and businesswoman.
What is an Influencer?
An influencer is someone who has the power to affect the purchasing decisions of others due to their authority, knowledge, position, or relationship with their audience. They often attract substantial viewership and engagement, making them valuable partners for brands looking to reach targeted audiences.
Influencers are categorized in the following ways:
Niche
Influencers often specialize in specific areas such as travel, beauty, food, technology, fitness, or business. For example, travel influencers share stunning destinations and travel tips, while beauty influencers provide makeup tutorials and skincare advice.
Size
Influencers are also classified based on the size of their following:
- Nano-influencers – 1,000 – 10,000 followers
- Micro-influencers – 10,000 – 100,000 followers
- Macro-influencers – 100,000 – 1 million followers
- Mega-influencers – Over 1 million followers
Content type
Influencers create different types of content to engage their audiences:
- Vloggers – Create video blogs, often on platforms like YouTube and TikTok.
- Streamers – Broadcast live video content, frequently on platforms like Twitch or Facebook Live.
- Podcasters – Produce audio content that can be streamed or downloaded.
Read our blog to learn more about influencer marketing in the Philippines in our blog.
Conclusion
Social media has become a haven for people who love to share content. From renowned celebrities to everyday individuals, there’s a space for everyone to thrive online. This diverse landscape proves that anyone can build a successful career in social media with passion and dedication.
However, it takes more than just talent to thrive in social media—it requires strategic effort and consistency. Fortunately, digital marketing agencies like Spiralytics can help you with just that. We offer social media marketing services so you can reach your customers more engagingly.
Contact us today to learn how we can help you stand out.
