Totem：2025菲律宾网红营销研究报告（英文版）（20页）.pdf

1、INFLUENCER MARKETING MINI-REPORTCOUNTRY SURVEYPHILIPPINESPHILIPPINESWith over 85 million internet users,the Philippines is highly engaged onlineaveraging 9+hours per day.Social media use is widespread,and mobile access is nearly universal.Influencer marketing is deeply embedded in commerce,with stro

2、ng activity on Facebook,YouTube,TikTok,and Shopee.Livestream selling is mainstream,with 85%having participated.Consumers respond positively to influencers across all tiers,especially micro-influencers,and trust product demonstrations and community reviews.Marketing strategies must account for region

3、al differences and infrastructure variability.A hybrid of traditional and digital marketing remains most effective.MANILAINFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASINGAPOREHONG KONGTAIWANJAPANPHILIPPINESGLOBAL ECONOMY#39 RANKEDJAPANCHINA84%ARE INTERNET USERSPopula

4、tion116 MILLIONSOUTH KOREAPHLIPPINESINDIA90 Million Social Media UsersMovies,MusicElectronicsAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,wh

5、ile others embrace a wide range of activities and mix those activities in novel,innovative ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driv

6、er of enthusiasm at a country/market level.In markets where TikTok is established and fully functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSoci