TikTok is a video-sharing social networking service owned by ByteDance, a Beijing-based company founded in 2012. Originally released in September 2016 as Douyin in China, the app was launched internationally under the name TikTok in 2018. Since then, TikTok has seen meteoric growth, becoming one of the most downloaded apps in the world.
According to TikTok Statistics, Usage And Facts (2020 Report), TikTok has about 800 million monthly active users worldwide as of early 2020, making it one of the most popular social media platforms globally. TikTok’s user base is relatively young, with 41% between 16 and 24 years old. The app has been downloaded over 2 billion times worldwide on both iOS and Android devices.
A driving force behind TikTok’s growth is its algorithmic feed which quickly learns users’ interests and preferences through artificial intelligence to serve up short, entertaining, and personalized video content. This has made the platform hugely popular for self-expression through dance, comedy, and music videos.
TikTok’s Availability in the Philippines
TikTok has been available for download and use in the Philippines since 2018. The short-form video app quickly gained popularity amongst Filipino users after launching in the country.
As of 2023, TikTok can be downloaded from both the Apple App Store and Google Play Store in the Philippines. The app is free to download and use for all Filipinos with a compatible mobile device.
TikTok officially launched localized operations in the Philippines in 2020. According to the company, this involved establishing a local office and hiring employees to engage with users, creators, brands, and regulators in the country (source).
Today, TikTok remains fully available and operational across the Philippines. Filipinos can access the full range of TikTok features enjoyed globally, from creating and sharing short videos to live streaming.
TikTok’s Popularity in the Philippines
TikTok has seen explosive growth in the Philippines and is now one of the most popular social media platforms in the country. According to recent data, there are now around 43 million TikTok users in the Philippines as of January 2023, making up about 37% of the country’s total population (1). The Philippines is consistently ranked among the countries with the highest levels of TikTok usage and engagement globally.
Filipinos are highly active on TikTok, spending an average of 4.1 hours per month on the platform as of 2022 (2). This places the Philippines within the top 5 countries worldwide in terms of time spent on TikTok. The high engagement levels are also evidenced by the fact that videos tagged #philippines have received over 169 billion views on TikTok as of January 2023.
TikTok has become ingrained in mainstream culture and daily life for many Filipinos. The platform’s signature short-form videos appeal strongly to internet users in the Philippines, where mobile internet access continues to rise rapidly. As TikTok solidifies its place among the top social media choices in the country, it shows no signs of slowing down.
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Factors Driving TikTok’s Popularity
There are several key factors that have driven TikTok’s immense popularity in the Philippines:
One major factor is TikTok’s appeal to the young demographic. As per newsinfo.inquirer.net, around 37% of the Philippines’ population that uses TikTok are young adults under 34 years old. The platform’s fun, lighthearted content resonates greatly with young Filipinos.
Another factor is the social and viral nature of TikTok. Filipinos love to share entertaining videos and trends, which get circulated rapidly on TikTok. This social element creates a strong network effect – the more users on the platform, the more viral content spreads.
Finally, TikTok’s short video format makes it easy to consume and create content. Videos under a minute cater perfectly to the modern Internet user’s short attention span. The simplicity of shooting and editing short videos has proven highly appealing to Filipinos.
Top Philippine TikTok Stars
The Philippines has emerged as one of the leading countries for TikTok, producing many of the platform’s top stars. Some of the most popular TikTok creators from the Philippines include:
Niana Guerrero – With over 55 million followers, Niana is one of the most followed Filipino TikTok stars. She posts lip-sync, dance, and comedic videos. Her celebrity duet with Jason Derulo went viral. (Source)
Andrea Brillantes – An actress and singer, Andrea has amassed over 30 million followers on TikTok with her dance videos, vlogs, and comedic sketches. She often collaborates with other Filipino TikTok creators. (Source)
Donny Pangilinan – A singer and actor with 17 million TikTok followers, Donny is known for his lip-sync and dance videos. He also shares behind-the-scenes clips from his acting projects. (Source)
Other top Filipino TikTok stars include Spencer Serafica, Janio, Evan Tan, Francine Diaz, and more. They produce a wide range of content, from dancing to comedy sketches, showcasing the diversity of creators on TikTok in the Philippines.
Brands Using TikTok in the Philippines
TikTok has become an indispensable marketing channel for brands in the Philippines. The platform’s massive reach, highly engaged users, and innovative formats for branded content have enabled brands across industries to promote their products and services creatively. Some examples of leading brands using TikTok for marketing in the Philippines include:
Jollibee is the largest fast food chain in the Philippines with over 1,300 stores globally. Jollibee launched its official TikTok account in January 2020 and quickly amassed over 2 million followers. The brand creates fun dance challenges and behind-the-scenes videos to promote new menu items. According to a TikTok case study, Jollibee’s TikTok efforts have increased brand love and strengthened digital marketing engagement with Filipino youth.
Kotex, a feminine care brand by Kimberly-Clark, ran a successful Branded Hashtag Challenge #CoolToBeYou on TikTok Philippines in 2019. The campaign promoted body positivity and self-confidence among young girls. Kotex’s TikTok videos highlighting real-life stories of strong women gained over 36 million views. As per a TikTok case study, the hashtag challenge increased Kotex’s exposure and established it as an empowering brand.
Leading mobile brand OPPO frequently runs hashtag challenges and contests to promote new smartphone models. OPPO creatively uses TikTok’s features like duets and effects to showcase its phone cameras and AI capabilities. During the Reno5 launch, OPPO’s #AwesomeReno5 TikTok campaign gained 2.4 billion video views and 8.2 million engagements in just one month.
TikTok enables brands across industries in the Philippines to creatively engage with users and drive business impact. Marketers are increasingly tapping into community trends and influencer marketing on TikTok as part of their social media strategy.
TikTok Controversies in the Philippines
TikTok has faced some controversies in the Philippines related to harmful challenges and cyberbullying among users. In 2020, a viral “Skullbreaker Challenge” on TikTok led to multiple injuries as participants tried to trip a jumping person to make them fall backwards onto their head (https://www.rappler.com/nation/skull-breaker-challenge-public-warned). This dangerous stunt raised concerns about safety and the spread of dangerous content.
TikTok has also faced criticism in the Philippines for not doing enough to stop cyberbullying and protect younger users. There have been instances of body-shaming, hateful speech, and harassment on the platform. Critics argued TikTok needed better content moderation, especially with the Philippines having one of the youngest average user ages at 21 years old (https://newsinfo.inquirer.net/1750258/ph-among-most-tiktok-crazed-countries-in-the-world).
In response, TikTok has said it is using both human moderators and artificial intelligence to remove inappropriate content and protect users. However, controversies continue around the platform’s ability to curb harmful viral challenges and cyberbullying that impact Philippine users.
TikTok’s Impact on Culture
TikTok has had a significant impact on pop culture and trends in the Philippines. The platform’s signature short-form videos make it easy for trends to spread quickly across the country. Dance challenges, viral sounds, memes, and more originate on TikTok and are often replicated by millions of users.
One example of a viral TikTok trend spreading through Filipino pop culture is the “Budots” dance challenge. The upbeat dance moves set to the song “Budots (Dance)” by MC Calaquian became a nationwide craze after blowing up on TikTok in 2020 (1). Countless users created their own “Budots” videos, helping to popularize the song and dance.
TikTok also accelerates the spread of slang, catchphrases, and jokes within youth culture. Popular TikTok sounds are incorporated into everyday vernacular. Additionally, TikTok trends can influence fashion, as users emulate the stylish outfits worn by top creators.
Through its viral challenges and effects, TikTok shapes pop culture by allowing trends to disseminate rapidly to a wide audience. It has become a prime incubator for the latest dances, sounds, memes, and other elements of Filipino youth culture. TikTok offers a platform for creators to initiate trends that reverberate through society.
(1) https://designink.info/what-is-tiktok-and-why-do-filipinos-love-it/
Regulation of TikTok
The Philippines government has been considering regulations and restrictions around TikTok due to data privacy and national security concerns. In November 2022, President Ferdinand Marcos Jr. directed the National Security Council to conduct a threat assessment of TikTok (1). This came after other countries like India and the United States introduced bans or restrictions on TikTok.
Some government agencies in the Philippines have already imposed restrictions on TikTok use. In 2021, the Armed Forces of the Philippines banned military personnel from installing or using TikTok on government-issued mobile devices (2). The Philippine National Police followed suit in 2022, prohibiting police officers from using TikTok while in uniform (3).
However, no nationwide ban or comprehensive regulations have been imposed yet. The government is still assessing the data privacy and security risks associated with TikTok. Some lawmakers have filed bills calling for stricter regulation or an outright ban of TikTok in the Philippines, but these have not passed into law (4).
For now, TikTok remains available for download and use by the general public in the Philippines. But the government may introduce new rules around its use, especially for civil servants and agencies handling sensitive data. The threat assessment initiated by President Marcos Jr. will likely inform any future regulatory actions.
(1) https://www.bloomberg.com/news/articles/2023-11-28/philippines-to-decide-whether-to-ban-tiktok-in-state-security
(2) https://newsroom.tiktok.com/fil-ph/our-efforts-to-keep-our-philippine-community-safe-and-secure
(3) https://www.scmp.com/news/asia/southeast-asia/article/3243187/philippines-launches-tiktok-threat-assessment-it-considers-partial-ban
(4) https://newsroom.tiktok.com/fil-ph/our-efforts-to-keep-our-philippine-community-safe-and-secure
The Future of TikTok in the Philippines
As TikTok continues to grow in popularity, we can expect to see more talented individuals from the Philippines joining the platform and developing substantial followings. Based on TikTok’s rapid adoption by Filipinos and its integration into pop culture and media, it is likely here to stay for the long haul.
TikTok will likely continue innovating with new features to appeal to different demographics and keep the experience fresh. For example, TikTok recently launched stories similar to Instagram and Facebook, indicating they aim to take on those platforms directly. Other new developments could include live streaming, in-app e-commerce, mini-games, and more ways for creators to monetize their content.
The amount of time Filipinos spend on TikTok will likely keep increasing as it becomes further embedded in daily habits, especially among younger generations. Brands will likely allocate more of their advertising and influencer marketing budgets to TikTok. The Philippines’ strong creative talent, pop culture obsession, and youthful demographics provide the ideal environment for TikTok to thrive into the future.
As TikTok continues to grow in popularity, we can expect to see more talented individuals from the Philippines joining the platform and developing substantial followings. The country’s youthful demographics and pop culture provide the ideal environment for TikTok to continue thriving.[1]
