Share Ko Lang (SKL): Tips for an Effective Marketing Campaign for Filipino Audiences
With 84.45 million social media users in the Philippines and with Filipinos spending up to 9 hours per day on the internet, the Philippine market is a unique and dynamic landscape that is one of the world’s leaders in terms of digital exposure.
Catering to a potential audience of over 100 million people is no walk in the park: an effective campaign has to target efficiently, sustain attention, engage deeply, and create actionable content that will get Filipinos to like, comment, share, view, click, purchase, or visit.
Here are some strategies that brands must integrate to their marketing arsenal:
Speak their Language (Literally and Figuratively):
Filipinos appreciate brands that speak their language. Tagalog content resonates deeply, but consider regional dialects for broader reach. To connect with Filipino sensibilities, use humor, wit, and emotion-driven storytelling that harps on Filipino values like family, community, service, and compassion.
Select the Right Socials:
Filipinos are some of the world’s most active social media users. Focus on platforms like Facebook, Instagram and YouTube, but explore emerging networks like TikTok and Kumu. Remember to create content that is customized to each platform to make sure that your brand optimizes its footprint.
Utilize influencer marketing, particularly with relatable influencers. Brands don’t need to spend the entirety of their budget on one major celebrity influencer; creating engagements with micro- or nano-influencers can be as or even more effective.
Embrace the Mobile Mindset:
Filipinos are glued to their phones, so mobile-first marketing is crucial. This means ensuring that you have a mobile-responsive website, creating mobile-friendly content, and utilizing SMS marketing and mobile apps.
Create Communities:
Filipinos value relationships. Build a strong brand community on social media through interactive content, contests, and promotions. Encourage user-generated content (UGC) and positive word-of-mouth marketing.
Tried-and-tested promotions within customer communities likewise add a lot of value. Price-conscious Filipinos tend to lean into campaigns with creative sales promotions and discounts. Consider offering loyalty programs and exclusive deals to build customer relationships.
Don’t Forget Traditional Media:
While digital dominates, traditional media like TV and radio still hold value, particularly for reaching wider audiences.