Millennials and GenZ are the most active Facebook users in the Philippines. But the platform witnessed a 4.2% decline in influencer posts.  Still,  in 2023, marketers may leverage a sizable community of macro-influencers and active users to boost their influencer marketing initiatives.

In this report, affable.ai exhibited data regarding metrics such as audience demographics and the number of influencers under categories with their engagement rates.

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Table of Content: 

1. Influencer Demographics 
2. Number of Influencers by Followers Count 
3. Influencers Engagement Rates 
4. Influencer Posts: 2021 Vs. 2022 

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‍1. Influencer Demographics 
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A substantial amount of the user base is females, accounting for 63.99%. Male users stand at 36.04%. GenZ wins over 52.05% of the user base. On the other hand, Millennials (26-39) occupy 39.26%, and Generation X, aged from 40 to 46+, comprise over 8.68% of the total users. Therefore, Facebook can be the ideal platform for brands to reach all generational categories in the country, from GenX to GenZ. 

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2. Number of Influencers by Followers Count 
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Micro-influencers with 10k-50k followers are the top category accounting for 16k influencers, followed by at least 5005 nano-influencers. Facebook can still see growth in this category of influencers as they thrive. The mid-tier and macro influencers come next with a count of 3232 and 3090, respectively.  As the number of followers increases, the number of influencers decreases. 

‍Discover top-performing content creators in your region through our Influencer Ranking page. 

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3. Influencer Engagement Rates 
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All the categories of influencers generated low engagement rates compared to other social media giants in the country, implying that Facebook is missing from the priority list for content creators and users.  Macro influencers (100k-250k) generated an engagement of  6.3%, the highest among all categories. Further, nano and micro influencers’ engagement rates are 1.12% and 1.15%, respectively.

Celebrity influencers with followers above 1M+ accounted for 0.45% of the engagement rate, implying that followers are less likely to stay connected with their content.  The data indicates that Facebook needs more connection and affinity between followers and users.

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4. Influencer Posts: 2021 Vs. 2022 
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In 2022, Facebook influencers’ posts declined by 4.2%.  Compared to 2021’s 3.65M influencer posts, the number dropped to 35.04M in 2022. The decline in posts shows that Facebook needs to make additional efforts to cope with the intense waves of TikTok and Instagram in the Philippines. 

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