Philippines TikTok Trend Report 2022

Editorial Team
January 31, 2023
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The TikTok creator economy in the Philippines offers great potential for brands to connect with GenZ, which makes up 68.8% of the platform's user base. The 18-25 year- old segment of the platform's audience is actively engaged with content created by micro and macro influencers, a factor that many businesses in the Philippines  leveraged in 2022.

This report gives a detailed view of the engagement generated by each influencer category,  audience demographics, and the number of influencer content in 2022.

Table of Content:

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

1. Influencer Demographics

TikTok creator marketing in the Philippines is dominated by the female audience, accounting for 59.46% of the total user base. GenZ is the most active user, winning over 68.8% of space. Further, Millennials, ages 26-39 years, make up 28.28%. In addition, the platform has a significant number of users above 40 years old, indicating brands can reach the Gen X audience.

2.Number of influencers by Followers Count

Micro-influencers, with 10k-50k followers, comprise a large segment of the TikTok creator economy, with 12.7K influencers. Macro-influencers account for 10.3K individuals, slightly lower than micro-influencers. Brands in the Philippines can collaborate with these influencers to raise brand recognition and boost conversions. Mid-tier influencers (50k-100k) account for 9.3K individuals. On the other hand, the nano-influencers and celebrity influencers come next with 1819 and 1308 individuals, respectively.

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3.Influencer Engagement Rates

Despite having a low number of followers, nano-influencers generated the *highest engagement rate among all categories of influencers, maintaining a close connection with their followers and allowing brands to achieve higher ROI. The micro(10k-50k) and mid-tier (50k-100k) influencers generated almost an equal engagement rate of 30.1% and 30.32%, respectively. Macro and celebrity influencers generated a significant engagement rate, allowing businesses to achieve potential reach and brand exposure.

(*Maximum engagement is calculated in terms of average views)

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4.Influencer Posts: 2021 Vs. 2022

Since 2021, the number of TikTok influencer content has decreased by 13.96%. The 50.4 million influencer posts in 2021 declined to 43.4 million in 2022.

Check out our global influencer marketing report to see how TikTok will emerge as a powerful platform in 2023.

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