Behind the viral dance challenges, educational content, and lifestyle vlogs that fill Filipino social media feeds is more than just entertainment – it’s a growing economic force reshaping how information flows. With 87 million Filipinos scrolling through social media daily – more than the population of most European countries – creators aren’t just entertaining, they’re becoming trusted voices in an increasingly complex media landscape, challenging traditional information gatekeepers to adapt or risk losing relevance.
From Influence to authority
What started as dance videos and cooking tutorials has evolved into a sophisticated ecosystem where creators shape conversations and influence decisions. Financial literacy coaches like Nicole Alba have transformed complex topics into digestible content, while history professors like Hank Severino are making education more accessible through TikTok. Even traditional journalists and experts are adopting creator tactics to reach wider audiences.


Popular creators like Niana Guerrero and Erwan Heussaff demonstrate how content creation has evolved from simple entertainment to powerful platforms for information sharing and community building. Their success shows how creators are filling gaps left by traditional media, offering more personal, relatable perspectives on everything from lifestyle choices to financial decisions. This shift hasn’t gone unnoticed by mainstream media – news organizations are increasingly adopting creator strategies, while journalists are building their own creator profiles to reach audiences where they are.
Trending and earning in the trust economy
In 2024, the Philippines added 1.8 million new internet users, expanding an audience that increasingly turns to creators for both entertainment and information. While YouTube and Facebook remain popular platforms, creators are finding innovative ways to monetize their influence through partnerships, merchandise, and direct audience support.
Local payment platforms are helping address common challenges by offering faster payment options that work seamlessly with local e-wallets and banking systems. This financial infrastructure is crucial as creators take on larger roles in the information ecosystem.
The business of trust
Research shows that creator recommendations significantly influence Filipino decision-making, with about 55% of social media users acting on creator advice. This trust has transformed not only how businesses approach digital marketing, but also how news is packaged and delivered. Traditional media outlets are learning that authority in the digital age comes not just from institutional reputation, but from the ability to engage and build community – something creators have mastered.
Growing trends
Several key trends are shaping how creators work and earn:
- Short-form video dominates engagement metrics, but creators are finding ways to deliver substantial content in brief formats
- Live streaming has evolved into a powerful tool for real-time engagement and immediate feedback
- Authentic, unfiltered content performs better than highly produced material, reflecting a desire for genuine connections
- Mobile-first creation continues to grow, making content more accessible
- Local language content sees higher engagement rates, helping bridge information gaps
- Collaboration between traditional media and creators is increasing
- News organizations are adopting creator-style formats while maintaining journalistic standards
- The line between creator and journalist is increasingly fluid
Challenges and opportunities
Despite the growth, creators face several challenges:
- Increasing competition in popular content categories
- Payment processing delays and complications
- Complex tax implications for international earnings
- Need for constant platform algorithm adaptation
- Balancing entertainment with responsibility as trusted information sources
- Maintaining credibility while adopting engaging formats
- Balancing entertainment with journalistic integrity
- Finding ways to deliver in-depth reporting in creator-friendly formats
However, new opportunities continue to emerge in:
- Educational content that fills knowledge gaps
- Financial literacy and economic empowerment
- Mental health awareness and support
- Local culture and travel experiences
- Technical skill development and professional growth
- Partnerships between creators and news organizations
- Innovation in news delivery formats
- New approaches to building audience trust
What’s ahead
As more Filipinos join social media platforms and digital payment systems improve, the creator economy shows no signs of slowing. Beyond entertainment, creators are becoming important players in how Filipinos learn, make decisions, and understand their world. The integration of new technologies and the continued evolution of social platforms suggest that content creation will remain a significant force in shaping Philippine digital culture and information sharing for years to come. As the lines between creators and traditional media continue to blur, we’re likely to see new hybrid forms of content that combine the authenticity of creators with the reliability of journalism – an evolution that could redefine how Filipinos consume and trust information.